How to Create Better Email Subject Lines

Mike Steggerda

Mike Steggerda About The Author

Jan 12, 2022 11:13:00 AM

How to Create Better Email Subject Lines

Subject lines are the very first thing people see in their inboxes, which is why it's so crucial to optimize them for performance when creating an email marketing strategy. Catchy email subject lines are necessary to increase email open rates and inspire people to read your emails. Remember, most people are inundated with emails, so be sure to stand out in the subject line if you want to increase your chances of getting noticed. 

To further illustrate the importance of email subject lines, consider these stats: 69% of recipients report emails as spam due to poorly crafted or spammy subject lines. In another study, 64% decided to open emails based on the subject lines alone.  

In short, if you're not creating the best email subject lines, your email marketing campaigns will suffer because of it. The following are some email subject line best practices to implement to help you write ideal subject lines. 

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Keep It Short and to the Point 

Screen Shot 2021-10-15 at 12.21.48 PMYou must be clear and specific about what's in the email, or people will be hesitant to open it. Make sure your subject line is also brief and easy to digest. Typically, an email inbox will show around 60 characters of the subject line, and mobile emails only reveal around half. This means your subject lines should be around six to eight words at a maximum. 

Use Exciting Words and Phrases 

In your emails, you also need to maximize engagement with exciting and interesting words and phrases. Avoid any fluff that could otherwise make your emails seem dull and generic. Instead, incorporate "buzz" words that get people to open. For instance, you might state that there's an unbeatable offer waiting for them inside the email. 

Create a Sense of Scarcity 

When using the right words and phrases, you'll want to create a sense of urgency. One of the best ways to get people to stop and open your emails is to make it seem as though they might miss out if they don't. For example, you could create deadlines and include "Only [X] Days Left!" or "A Limited Time Offer Awaits."  

Creating this sense of scarcity makes people more likely to wonder whether the deal is worth pursuing. Otherwise, they may simply skip it and believe it's not worth their time. 

Pique Curiosity 

Screen Shot 2021-10-05 at 11.05.09 AMAlthough your email subject lines should be relatively clear about what's in the email, you can also be purposefully vague in some cases. Don't tell your audience exactly what the email contents are from the start. Instead, lead them in with a phrase that ignites their curiosity. A little bit of mystery can go a long way in driving email opens as people wonder what's in store for them.  

While getting audiences interested in your emails is key, make sure your subject line still aligns with the rest of your brand. If your subject lines seem too mysterious or misleading, people could simply perceive it as spam. 

Engage With Emojis 

Emojis can give your subject lines a big boost when connecting with audiences. Seeing a friendly face in your subject lines could make them appear more human, fun, and engaging. Experian found that using emojis the right way increased their open rates by as much as 56%.  

If you're going to include emojis in your subject lines, “bookend” emojis tend to perform the best, acting as supplements to your text that get your audience's attention. Placing the same emoji on either side of your subject line will create bookend emojis. For instance, you could include two clocks or hourglasses on either end of the text, generating a sense of urgency around your email. Meanwhile, sirens may draw attention to enticing deals or sales.  

Performing an A/B test with different emojis and standalone text subject lines can help gauge how well emojis perform in your subject lines. Keep in mind that GIFs included in your email body content could further engage and entertain recipients. 

Personalization Is Important 

Email recipients want to feel as though their emails are speaking directly to them. As such, you need to personalize your subject lines and emails. Be sure to use recipients' names and address them as people, not consumers. In addition, tailor your emails to specific segments of your target market, as people will respond differently to various kinds of email messaging.  

Personalizing your emails will ultimately make them far less generic and establish a stronger connection with recipients from the start. 

Create High-Quality Subject Lines and Email Content to Experience Success 

Screen Shot 2021-09-14 at 12.05.59 PMBy taking these email subject line trends into account, you can create better email subject lines along with optimized email content. Subsequently, you'll drive open rates and overall engagement to improve your campaigns' performance. If you want to achieve the best possible results with your email marketing strategy, work with an experienced media partner. The ideal partner can help craft the perfect subject lines and email content that fuels your strategy's success. 

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Topics: Digital Advertising​, Email Marketing