The Art Of Crafting The Perfect Email Subject Line

Your email subject line is your first impression. In a crowded inbox, it is important to stand out.

Just like social media posts or blog titles, a catchy subject line can decide if someone opens your email. It can mean the difference between an opened email and one that goes straight to the trash. But what makes a subject line effective?

The answer lies in a balance of creativity, strategy, and a deep understanding of your audience.

To help you get more email opens and clicks, here’s a guide to different types of subject lines to try. Choose the one that best suits your message, audience, and brand voice.

Funny Subject Lines: Add Some Humour (If You Know Your Audience)

Humour can be a great way to grab attention, but it’s not a one-size-fits-all solution. Using humour in your subject line can create a fun and friendly brand image. However, be careful. Humour can sometimes make people feel left out.

If you have a good list and know your audience well, humour can help you stand out. It can also help you connect on a personal level.

Example: “We’ve Got 99 Problems, But Your Order Ain’t One”

Controversial Subject Lines: Shock, But Be Careful

Controversial subject lines can be attention grabbing, but they come with a risk. They can spark curiosity and provoke a strong response, but they can also backfire if your audience doesn’t appreciate the tone.

If you decide to take the bold route, ensure you know your audience well and gauge their sense of humour or tolerance for edgy content.

Example: “The Secret Your Competitors Don’t Want You to Know”

Single-Word Subject Lines: Less Is More

In a sea of long subject lines, one-word subject lines stand out simply because they’re different. A single word, especially an emotive one, can spark curiosity and intrigue. Some even claim that blank subject lines lead to higher open rates though that’s a risky bet. If you choose this route, make sure the word packs a punch.

Example: “Surprise” or “Unlock”

Scarcity Subject Lines: Fear of Missing Out

Humans are hardwired to fear missing out on something valuable. By creating a sense of urgency or exclusivity, you can drive opens. Use terms like “limited time,” “today only,” or “exclusive offer” to tap into this fear of missing out. Just be sure not to overdo it scarcity tactics should feel authentic and genuine.

Example: “Only 5 Spots Left—Hurry!”

Action-Oriented Subject Lines: Inspire Action

Starting your subject line with a verb can encourage recipients to take action right away. It primes them for what’s to come and gives them a sense of purpose. Use action words that relate to the end goal of your email.

Example: “Claim Your Discount Now” or “Save Your Seat”

Personalisation: Make It About Them

Emails that have the recipient’s name in the subject line usually do better. Messages that fit their needs also perform well. People like to feel seen and valued.

Personalising your subject line makes it more likely that people will open your email. It also helps you connect better with your audience.

Example: “[First Name], Your Exclusive Offer Inside!”

Avoid Spam Triggers: Keep It Clean

While creating a catchy subject line, remember to avoid common spammy words that could land your email in the junk folder. Avoid all caps, excessive punctuation (especially exclamation marks), or terms like “free,” “guaranteed,” or “risk-free.” Craft your subject line with the basics in mind: stay professional and true to your brand.

Bonus: 10 Simple Rules for Crafting the Perfect Subject Line

To further increase the chances of your emails being opened and avoiding the dreaded spam folder, here are a few general rules to keep in mind:

1. Keep it Under 50 Characters: A concise subject line ensures your message doesn’t get cut off, especially on mobile devices.
2. Use a Familiar Sender Name: Emails from generic “no reply” addresses are often marked as spam. Use a name people recognise.
3. Avoid ALL CAPS: No one likes being shouted at in their inbox. Lowercase text is more inviting and readable.
4. Start with Action: Using action-oriented verbs in the subject line encourages engagement.
5. Don’t Overuse Exclamation Marks: A few exclamation marks can create urgency, but too many can come across as aggressive.
6. Set Preview Text: Don’t let your email client auto-generate your preview text. Set it yourself to ensure it complements your subject line.
7. Use Personalisation Tokens: Including the recipient’s name in the subject line increases click-through rates.
8. Localisation: Adding a location to your subject line (if relevant) can make the email feel more personal and build trust.
9. Incorporate Numbers: Numbers stand out and add clarity, making your email more enticing.
10. Be Creative: With hundreds of emails vying for attention, creativity is crucial. Tailor your subject lines to your audience’s interests and needs, and never shy away from experimenting with different approaches.

Final Thoughts: Play the Long Game

A good email subject line can increase your open rates. However, true success comes from knowing your audience and trying different strategies. Whether you choose to go humorous, controversial, or mysterious, always keep the bigger picture in mind. And remember, while humour and shock tactics can get attention, authenticity, relevance, and clarity will ensure long-term success.

With these strategies, your email subject lines will grab attention. They will also help you connect with your audience. This makes it more likely that your emails will be opened, read, and acted upon.