How to write a subject line that gets clicks
The world of email marketing is remarkably noisy. According to research conducted by The Radicati Group, a Technology Market Research Firm, 235.6 billion emails are sent and received worldwide every single day, and that number is only set to increase.
For you as a marketer, that means there’s an endless stream of emails - both business and personal - to compete with, making the appeal of your subject lines crucial to getting an open.
If you’re struggling to see the click through rate your campaigns need to succeed, we’ve got a bank of ideas to help give them a boost.
1. Short and snappy for the win
Short and snappy is usually the name of the game when it comes to digital communication, and email marketing is no exception. You’ll want to use as few words as possible, while still communicating a cohesive idea or call to action. You’ve only got a finite amount of time to capture people’s attention and if your subject line is too long it’ll truncate. If you’re struggling to know when to stop, aim to keep it within 50 characters.
2. Make it personal
Include personal information -- like the recipient’s name or location -- in the subject line makes it feel unique and tailored to the recipient. It’s important to only do this if you’re certain your data is accurate -- if you refer to ‘John’ as ‘Mark’ in your subject line, there’s only one place your email is going: the trash.
3. Use simple language
People don’t tend to read carefully when they’re scanning their inbox. So, don’t make it difficult for them to skim and easily understand the subject line. Use simple language that’s easy to understand and gives a clear indication as to what’s inside.
4. Make it actionable
The reason you’re sending an email in the first place is because you have a desired end goal in mind, so incorporate that goal into your leading line. For example, if the email’s promoting a special offer, instead of saying ‘Boots are now 20% off’, you should say ‘Flash Sale: Get 20% off boots today!’
Use active and action-oriented language to encourage clicks and promote a sense of urgency.
5. Create a sense of urgency
If people think something’s about to expire or run out, they’re much more likely to act sooner rather than later. Adding something as simple as ‘ends soon,’ ‘act now,’ or ‘hurry’ to your subject line can help communicate this message.
That being said, it’s important not to overuse this tactic. If you make every email sound like an emergency, it’ll quickly lose its novelty and recipients will stop taking action.
6. Use numbers
Numbers can help spark intrigue and are great for promoting things like listicles, events, statistics, or blog posts. For example:
8 ways you can save money this summer
Join our 2,000 happy clients
200 others are coming to our event – don’t miss out!
The use of numbers helps make your subject line stand out, set expectations, and get straight to the point.
7. Ask a question
Questions draw people in, stimulate interest, and get people curious about what you have to say. For example, if your email exists to promote an article on ‘7 common subject line mistakes’, you could send it with subject line questions like:
Are you making these subject line mistakes?
How successful are your emails?
Do you know where your subject lines are going wrong?
8. Dare to be different
If you don’t want to get lost in a sea of sameness, don’t fall into the trap of being the same. Be bold with your subject lines and don’t be afraid of injecting a bit of humor, sarcasm, or strangeness into them.
Hue & Tone Creative: Email Marketing for the Triad
These eight tips are just the tip of the iceberg! We’ll get email marketing off your to do list and give you the hands on help you need for a successful conversion rate. Let’s chat about it: 336-365-8559 or hannah@hueandtonecreative.com.