5 Brilliant Open Rate Tips for Email Subject Lines
Email marketing that works is not easy.
One of the most important and potentially challenging parts of email marketing is coming up with email subject lines.
I understand. I get it. I know that crafting compelling subject lines is a daunting task and can sometimes halt an email campaign for days. We have all been there worrying about your email’s first impression. How many times have you been stuck trying to get in the creative sweet spot and write that email subject line?
Although the subject line is the number one thing that affects your open rates, don’t be intimidated. But we can conquer this email subject line hook.
Here are a few simple methods to write great subject lines and boost open rates.
Let’s begin with a description of open rates.
Open rate measures how many recipients viewed your email. Open rates vary depending on the sender and their email following or email list.
An agency or company does not need to have a huge email list to realize open rates as high as 5% to 10% from loyal followers. Likewise, a group can have a massive email list but suffer from open rates as low as 0.2%
Open rates have been declining. Ten years ago, it was common for an email open rate to be as high as 30%.
Today many agencies and businesses strive for a healthy open rate of 1%.
Just because open rates are so much lower does not mean emails are no longer valid. If a person does clicks to read your email, they actually are more interested. The fight for attention is intense. So if an individual opens your email they are more likely to interact with you and ultimately engage with your business.
The first thing that recipients view is the title or the subject line. We think of this as the hook.
47% of people will open an email based on the subject line.
69% of email recipients report email as spam based solely on the subject line (Source)
Powerful subject lines boost open rates and powerful email body content boosts click through rates. To know more, click here.
So, what makes a subject line powerful?
Although email subject lines with less than 55 characters are not the tried and tested number, studies in the past show that shorter subject lines have a higher open rate. We would recommend testing your subject lines for better results.
Is adding the recipient’s name to the subject line the only way to personalize it?
Think what your recipients would like to hear from you. If you are a small business owner, it’s possible you know your clients personally. The subject line should be unique to you. It should be a subject line that no one else could have written.
Add emotions to the subject line. Other ways to hook your reader are to peak curiosity, maybe a surprise, a fear of missing out or bring a smile to their face. Birthday deals are very personal and thoughtful. Offer birthday deals if possible.
Clothing retailer JustFab saw a 103% increase in revenue resulting from personalized email marketing messages. (Source)
Subject lines that grab attention are generally:
Again, do not forget to A/B test your subject lines.
I couldn’t decide between the two. Please select. Sorry for the inconvenience.
You can use emojis, but only if they add value that words cannot add. Sloppy use of emojis may make your email look childish. Plus, emojis appear differently on different devices. Consequently, test the subject line to check the meaning remains unchanged when using emojis.
Make sure your pun or question adds value. People need to know this email will be useful to them. The subject line is where you convey value. In your email, you may be talking about a problem you solved for them, a feature they never knew they needed, or an offer they’re about to miss. Let them know the email’s value in the subject line itself!
Now you know how to craft attention-grabbing email subject lines. Let’s have a quick look at what not to do.
Ready with your subject line copy? Now it’s time to test the email subject line.
When A/B testing your emails, make sure that the parameters are the same. For example,
Follow good scientific methods. Your control variable should not change. In other words, the base parameters you’re testing must not vary from email to email.
Testing will not only help you decide between multiple subject lines for the current campaign but also help you craft more powerful subject lines in the future.
Crafting subject lines is an art. We just shared the methods to master this art. You cannot copy paste other agencies successful subject lines because your audience is different. You know your audience better. Thus, no one can write better subject lines for you than you.
The methods mentioned above will speed your process of crafting subject lines.
An additional way to speed this process is sharing your subject line copies in our comments section to receive our expert advice.