Across all B2C and B2B industries, the average email open rate is 21.33%, according to MailChimp.com. Once emails are opened, the average CTA click-through rate across industries is 2.62%. These are only a few statistics, but they provide valuable insights about how challenging email marketing can be.
Interestingly, 49% of consumers prefer to receive marketing offers via email, as opposed to other direct marketing methods such as snail mail, in-app mobile push notifications, and mobile SMS texts.
If approximately half of all consumers prefer emails over other methods, why then do so few recipients actually open those direct marketing emails?
There are many reasons, which include the frequency of emails sent among other factors, but the biggest reason of all has to do with the email subject line.
Intriguing, personalized, and relevant email subject lines directly impact email open rates. Generic, bland, and random email subject lines are the reason emails wind up unopened in the Trash folder.
Marketers know this, which is why 87% of them prefer email marketing to any other digital marketing method. But digital marketers are skilled experts at crafting clever-sounding email subject lines with such great hooks that recipients can’t help but click.
By the time you finish reading this blog post, you will also have enough tricks up your sleeve to know how to write click-worthy email subject lines.
Here are 8 tips for creating the best email subject lines.
People are always looking for ways to make their lives easier. If there’s a way to streamline it, DIY it, or just plain simplify it “for dummies,” consumers want to know all about it!
When you include “How To” in the subject line of your email campaigns, the open rate of that campaign will naturally increase. The reason for this is because people understand that there is no downside to checking out a new way of getting something done.
How To Stretch After An Injury
This email subject line is clearly selfless. The sender isn’t trying to sell a product. Anyone who wants to learn how to safely stretch after they’ve had an injury will definitely open this email, and even more amazingly, a lot of recipients who haven’t experienced an injury will still click and read so they’re informed in case they injure themselves in the future.
Intrigue counts for a lot when it comes to email subject lines. A good hook will get just about anyone to click. But crafting a hook that truly works can be challenging.
In order to write a great hook into your subject line that is mysterious yet relevant enough to get recipients to open the email, we recommend that you first figure out the message of your email and then reverse-engineer the subject line into a relevant hook.
Does Your Dog Love THIS More Than You?
An email subject line that contains a question is naturally thought provoking, and amazingly, when the question itself is missing a key puzzle piece, the recipient will feel compelled to open the email just to find out what that missing puzzle piece is all about. In the case of our example above, the recipient will want to know what “THIS” is referring to, and they’ll also wonder if their dog could love anything more than his human-parent. By opening and reading the email, they’ll discover the full question, “does your dog love our massager-brush more than you?” And they’ll also discover how to buy that massager-brush product.
The scarcity principle works. The scarcity principle is a sales tactic that suggests to consumers that there is a limited quantity of goods and that those goods are in such high demand that soon there won’t be any left.
Whether or not goods truly are limited is actually beside the point. Using the scarcity principle to your benefit will cause your email recipients to psychologically react with urgency. They will not want to miss out on the deal, discount, sale, or item, and will hurry to buy… or at least hurry to open your email.
Only 5 Spots Left!
Assuming that the “spots” or tickets that are remaining for purchase are relevant to the email recipient, this type of email subject line can be extremely effective in terms of motivating your recipients to open the email. Scarcity emails have actually been around for a while, and consumers have become familiar with the unadvertised benefits, which can include discounts, freebies, and front row seats, among other rewards for acting fast. Curiosity alone could be what pushes your recipients to open this type of email subject line.
Similar to how the “scarcity” email subject line has the power to create a sense of urgency in the minds of recipients, the “countdown” subject line has a way of lighting the same kind of fire under your email recipients, shall we say, rear ends.
This type of “countdown” subject line works best when it’s used in a campaign series that includes no fewer than 3 emails to your recipients.
Ending in 3…2…1… Don’t Miss Out!
Based on your recipients’ familiarity with your email address and brand, they should be fairly curious about what will be “ending” and when exactly the “end” will take place. But what we love most about this subject line is how it combines mystery and urgency into one powerful CTA.
In 2021, there is so much more to email personalization than including the recipients’ first names in the subject line.
Today’s consumers are desensitized to one-dimensional personalization. In fact, some consumers have become downright jaded about it! Instead of simply using a first name, try using as much creativity as possible, like we did in this example.
Becky Loves Fiction, So This Book Is For Becky
The personalization of this email subject line goes way deeper than using the recipient’s first name. We’re willing to bet that Becky’s first reaction when she read this subject line was something like, “my local drug store paid attention to the fact that I like to buy romance novels throughout the summer?” What will she do next? Probably open the store’s email to find out the name of the book they recommend that she buys.
Using “emojis” in your email subject lines can add a touch of fun and humor, but there is one caveat. There are certain recipient email domains that automatically “flag” and send-to-Spam any email subject line that contains an emoji, so you’ll want to do your research before you try this method.
That being said, including emojis in email subject lines has become popular in recent years. The trick to using this strategy is that you must replace a word with an emoji. Meaning, the emoji can’t be decorative. It has to be practical, like the one used in our example.
May We Have This?
Why do we love it? Who wouldn’t love finding a flamenco dancer in the subject line of their email? Assuming that the recipients have shown interest in dancing in the past, when they receive an email subject line like this, they’ll definitely click to find out who is asking them to dance and the rest of the details.
How could we blog about subject line tips without including this classic idea—the “promotional” subject line? The fact of the matter is that, as a business owner, you’re using email marketing to boost sales, which means a large majority of your campaigns are going to be purely promotional.
That’s perfectly fine! Just make sure to punch up your promotional email subject lines so that they sound fun, creative, and mysterious, instead of bland.
$50 Today, $250 Tomorrow
We love this subject line because it’s both straightforward and intriguing. We would want to know about any $250 product, service, or class that only costs $50 today, and because we would definitely open that email to find out more information, we’re confident that your email recipients will, too.
ECommerce shopping cart abandonment is a part of life, which is why it’s important for business owners to have a system in place of recouping those lost sales.
This is where the “follow up” email campaign comes in handy. The fact of the matter is that follow up emails work, but only when the subject lines are eye-catching enough to compel recipients to open and read. Let’s take a look.
Psst… Did You Forget Something?
This email subject line is intriguing without sounding creepy, which is why we love it! Most consumers appreciate being reminded of things they forgot to do, and if you also include a “buy now” special discount code, your shopping cart abandonment follow up email campaign will succeed at recovering sales before that revenue is lost for good.
There you have it! Try these email subject line tips and measure which ones deliver the highest email open rate for your marketing campaigns!
Are you new to email marketing or looking for a digital marketing agency to handle your next email campaign? Give us a call or visit the FTx 360 website to discover the wide range of digital marketing services we offer. Our marketing specialists have worked with both B2C and B2B businesses of all industries to increase customer engagement and sales, and we can do the same for your company. Contact us today to get started!