The email content is definitely critical but what if your subject line is not compelling enough to win the readers over? Subject lines are the most important baits to persuade people to click on your email and move forward! Let’s consider an ordinary day in any of your follower’s life: it is very likely that he/she will be going to get dozens of emails on a daily basis. Even hundreds if they are involved in the B2B sector. Needless to say that the subject line is the very paramount criterion they are going to be using to browsing their inbox: if we can’t craft a subject line that is brilliant enough to poke their curiosity, it is very likely that our email is going to end up in the rubbish bin in a blink of an eye! Statistics are quite self-explanatory: a stunning 33% of email addresses is going to open up the email only if he/she thinks that the subject line is worthy and interesting enough. I am going to be giving you 10 smart tips in order to increase the chances for your email to be clicked, opened and (who knows) read!

Familiar “From Name”

Despite the quality of your content, if the “from name” is not trustworthy enough, your email is doomed. The proliferation of Spam in the last years put the vast majority of the web users on the fence so that only gullible’s are willing to give a shot to emails coming from weird or unknown “from names”. First and foremost, do not use “noreply@” kind of email addresses: fact and figures glaringly show how these kinds of addresses piss all the users off since they get irritated to be unable to answer back and that they can’t rely on someone (one-way communication is nowadays highly counter-productive). Second of all, even if it is not as harmful as the previous one, try not to use too vague company’s addresses. If you can, let’s try to customize your email address in order to include the real name of the employee/person who is going to take care of that matter (like the Sales Rep, or the Payroll specialist or the Web Designer or whoever!). Emails coming from a specific and reachable person are supposed to gain better traction and engagement than the ones coming from shallow company’s address.

Straight to the point!

Subject line is going to be truncated if it is far too long, mostly on mobile devices. Since nearly 40% of the emails worldwide are currently opened on mobiles, it is pretty easy to realize how important is to keep it short and concise. The rule of thumb is to keep it shorter than 50 characters in order for the email readers to be able to read the line in its entirety. It might be challenging to write down a message so short and effective as well. Though, once you will get used, you are going to be very good when it comes to recognizing keywords that may be used in your message and the superfluous ones (by the way, emails including the keyword “Newsletter” in the subject line seems to underperform compared to the others!)

Sense of urgency

A sense of urgency does not mean disseminating panic around! What I mean is that the subject line should be capable of prompting readers to take action rather than postpone it in a moment where the odds to be read are supposed to go down and down. The subject line should act as a reminder to highlight the limited time available to claim a prize, to get a discount, to download a free guide or ebook or any other kind of freebie as well. Underline the scarcity of a product or showing off the so-called “Social Proofs” are two never-failing ways to push people to click on!

Your readers are special: make them feel so!

Whenever the readers have the feeling that you are genuinely taking care of them, the chances of conversions and the effectiveness of your emails will rise up accordingly. If you are going to deliver a sense of exclusivity and intimacy by approaching them personally with a warm and customized language, you will be ensuring a sense of belonging to all of your addresses. Some pointers to be used in your subject lines?

  • “Only for our beloved customers..”
  • “A special occasion only for you..”
  • “Our gift for you..”
  • “You are invited to..”

Stay away from Uppercase or Exclamation Mark (!!!)

These kinds of tricks won’t get your readers closer but they will scare them off (most of the time with no way back!). Statistics shows pretty accurately that lower-case is definitely better than capitalized letters : no one likes to be yelled… Even worse, these methodologies are very likely to trigger Spam filters as well. Many people have the tendency to mark emails as Spam just by what they see on the subject line. You better off avoid all of these setbacks!

The Preheader Text

If we have to be picky, the “Preheader text” is not technically a subject line’s component. Anyhow, since it is placed right on its side, it is worthy of great care. Preheader text is quite fundamental since it allows the reader to sneak a preliminary peek of the Email content (the length of the preview may considerably vary according to the Email Provider Service of the client). It is better off to pay high attention to this aspect otherwise, the ESP will pull randomly out an excerpt from your email: this may be completely out of line and generate greater confusion for the reader.

Be clear about what’s on the inside

If you are going to be delivering a special offer via email, you should prominently state in the subject line what the addressee should expect when he/she is going to open the email up (something like “here comes your free ebook!” or “get your own coupon” or similar ones). This is going to perform better than a lame “Thank you”.

Ask questions

Another way to stoke your reader’s curiosity and engagement is by asking them questions! Preferably you should be asking something that is pretty much close and relevant to their interests or something that is supposed to solve some of their unanswered troubles. Just to stick around our sector you could ask questions such “Do you know effective ways to boost your Twitter followers?” or “Are you practicing some cutting-edge SEO’s strategy?” and so forth.

Invite people to take action!

When it comes to creating your subject lines it may be helpful to think about “Call-To-Actions”: they should actually bring the same effect on people since they share approximately the very same goal, namely push people to click through! If someone is willing to bring this strategy to the next level, there is even the chance to include the CTA within the subject line too. The usage of verbs within the headline has a significant sway on readers, much more than a thorough but plain description. Just to give you an eye-opening example: “Why don’t you come up tonight at 8pm at our Vegan Food Seminar?” or “The seminar about Vegan Food will take place tonight 8pm”. Which the hell sounds more catchy?

Numbers count

When it comes to promoting a service or product and to explain its efficacy, the more exhaustive we are the more the readers will figure out the actual value and the benefits they can get out of it. If you keep it general, it is very unlikely for you to stimulate your reader’s imagination. You can definitely count on numbers. Statistics prove the massive importance in numbers to avoid that emails end up unnoticed, to promote a straightforward email message as well as to set the right expectations for your customers!

As I already mentioned, these are just some ways to develop eye-catching emails and to improve the odds that your email are going to be hopefully clicked, opened and read! I am pretty sure you will be finding some other tricks and adjustments. And what about you? Maybe you have some of them in your hidden drawer? Let’s share them with us!

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