7 Best Practices for Crafting Compelling Subject Lines that Increase Open Rates
In the ever-evolving landscape of email marketing, staying ahead with compelling subject lines is crucial. Insights from a President & Founder and a Marketing Technology Manager offer invaluable strategies to elevate open rates. The article begins by exploring how making it personal and curiosity-driven can capture attention, and concludes with the importance of asking what's in it for the reader. A total of seven expert insights are shared to enhance your email marketing game.
- Make It Personal and Curiosity-Driven
- Spark Curiosity Without Overpromising
- Pretend It's an Internal Email
- Create Urgency and Personalization
- Use A/B Testing with AI Tools
- Personalize and Spark Curiosity
- Ask What's in It for Reader
Make It Personal and Curiosity-Driven
My best practice for crafting compelling subject lines is to make them personal and curiosity-driven. One tip is to use a question or a hint at a benefit the recipient will gain by opening the email. For example, instead of a generic subject like "New Sustainability Guide Available," I might use "Is Your Packaging Ready for the Latest Sustainability Standards?" This approach speaks directly to the recipient's challenges or interests while sparking curiosity.
I also use A/B test subject lines to see which resonated better with the audience. For one campaign, we tested a straightforward subject against a question-driven one and saw a 23% increase in open rates when the subject line posed a relevant, thought-provoking question. The key is to balance clarity with intrigue, ensuring the subject is relevant enough to grab attention but not so vague that it feels like clickbait. It's all about connecting with your audience's pain points or aspirations in a personal and actionable way.
Spark Curiosity Without Overpromising
From my experience, a great subject line sparks curiosity without overpromising. I've found that using a bit of urgency works well, but it has to feel real. Simple phrases like 'before it's gone' or 'just for today' make people want to open the email without feeling like they're being sold to.
The trick is to keep it personal and honest. When the subject line feels more like a friendly reminder than a marketing push, people are more likely to click. It's about giving them a reason to open the email, and then making sure the content lives up to that reason.
Pretend It's an Internal Email
The trick to crafting subject lines that actually get opened? Keep it simple and make it look like something they can't ignore. People skim their inboxes like they're dodging spam landmines, so your subject line has to feel important; like it's coming from their boss or something juicy.
My Go-To Tip: Pretend It's an Internal Email
Honestly, nothing works better than making your subject line look like it's work-related. Nobody wants to be the person who skips over "[PRIVATE & CONFIDENTIAL]: Quick Update" only to realize later it was important. Some of my all-time winners:
"RE: Follow-Up on That Thing We Discussed"
"[ACTION REQUIRED]: Input Needed Before Friday"
"Networking Event Follow-Up" (classic-it's specific but also vague enough to make them curious).
The beauty here? These feel familiar, like something they'd get from their boss or a co-worker, which means they're definitely clicking.
Examples That Slap
"New Customer Inquiry:" The ultimate dopamine hit for anyone in sales or client work. The body can start with, "How exciting is that?" because, let's be real, it's a great opener.
"[OFFICIAL]: Final Call (insert date):" Add a sprinkle of urgency, and boom-you're in their inbox.
"RE: Can You Look at This ASAP?:" Perfectly vague but sounds serious enough that they'll open it just to be safe.
Overthinking subject lines is like overpacking for a weekend trip-it just complicates things. The simpler and more familiar it feels, the better. Think less "Let me wow them," and more "This could be important, better check."
At the end of the day, people open emails that sound like they'll regret ignoring. So keep it low-key official, a little curious, and always relevant to what they care about. Works every time-no need for fancy tricks.
Create Urgency and Personalization
One of the best practices for crafting compelling subject lines is to create urgency and personalization. Using phrases like "Last chance!" or "You're invited!" combined with the recipient's first name has proven highly effective. This approach creates a sense of exclusivity and prompts immediate action, leading to higher open rates. Tailoring the subject line to resonate with the recipient's needs or interests ensures it stands out in crowded inboxes.
Use A/B Testing with AI Tools
A/B testing is a highly effective approach. I focus on short subject lines that create curiosity or urgency, often incorporating questions. Lately, I craft one compelling subject line and use AI tools, like the email platform's built-in AI or ChatGPT, to generate an alternate version for testing. I also ensure the email content aligns with the subject line—if the subject is a question, the body provides a clear and relevant answer.
Personalize and Spark Curiosity
One of my best practices is to focus on personalization and combine it with curiosity. A subject line that feels tailored to the recipient and sparks their interest is far more likely to get opened.
Instead of a generic subject like "New Features for You," I've had success with something like, "[Name], Your Next Blog Idea Just Got Easier." Using the recipient's name or referencing their specific interests makes the email feel relevant, while the promise of a benefit piques their curiosity.
The key is to strike a balance - be specific enough to show value, but leave just enough intrigue to encourage the reader to open the email. Testing different variations and analyzing the results is also crucial for refining what works best for your audience.
Ask What's in It for Reader
Tired: a string of words that make the company sound good but that the reader doesn't care about.
Wired: A scroll-stopping headline like "(no subject)" which ignites curiosity in the reader (AKA they think you've messed up), or a thought-provoking question that makes them double take.
It's basic but you should always ask yourself "what's in it for the reader", too many B2B brands fail at that, unfortunately.
