E mail Topic Line Greatest Practices To Get Extra Opens


Your subject line can cause your email to open. This is how you write a good one.

Your subject line can single-handedly determine or interrupt your entire email campaign. We’ve compiled this list of best practices to help you create attention grabbing subject lines for your email marketing campaigns.

Email subject line best practices

  1. Personalize your email subject lines
  2. Use segmentation
  3. Build urgency with FOMO
  4. Avoid spam triggers
  5. Be direct
  6. ask questions
  7. Subject lines with one word
  8. Super long subject lines
  9. Understand your audience’s pain points

9 Email Subject Line Best Practices

Personalize your email subject lines

Does any of these subject lines catch your attention?

Not particularly.

Many years ago when companies first started personalizing their first name, it worked. It caught your attention. But now variations of “Hello {! Firstname_fix}” are the norm in email marketing, not the outlier. As a result, it has lost its novelty.

But that’s not the kind of personalized email subject line I’m talking about. To really create an email subject line that gets attention, you need to make the content unique to that individual subscriber.

You have to do whatever you can to get in touch with every customer. You can do this by personalizing your message based on location, previous purchasing behavior, and the content with which they have interacted. Think about what information you have about your customers. Now use this to create a personalized experience for her.

What if I used the email blast subject line examples above, but personalized them based on my experience with these brands?

Exciting subject line examples with personalization

That made a difference now.

So what’s the best way to achieve this? Best Practice for Your Next Email Subject Line – Segmentation.

Use segmentation

At AWeber we recommend Segmentation of your audience and sending messages tailored to each segment with unique subject lines.

Joanna Wiebe, founder of Copyhackers, agrees, “The number one thing we keep finding is that the subject line is specific to the segmented list you are sending to.”

Email Subject Line Best Practices by Joanna Wiebe

Here are a few ways to do just that:

  • Ask questions on your registration form.
    Then use this information in your email subject lines. For example, if you’re writing a fashion blog, you can ask your subscriber what their favorite color is when they subscribe to your mailing list. Then you can email them based on their color choices – like “15 beautiful” [color] Dresses under $ 50. “
  • Send location-based emails.
    Are you traveling to a conference? Speak at an event? Meet with your subscribers in different cities. “Were in [city] next week! See you there?”
  • Approach subscribers again.
    Has a subscriber to place a product in their shopping cart? You could send an email like “Forgot something? Here is a 20% discount coupon! ” Or did a subscriber fail to take an action like registering for your webinar or workshop? Use this information to customize your next message. “Only 12 hours to sign up [event]! ”

Create urgency in your subject line with FOMO

Fear of missing out – or FOMO – is a powerful psychological driver for email opening and engagement. Email subject lines that convey a sense of urgency, scarcity, and exclusivity can have a 22% higher opening rate.

You can do this by giving your subscribers a deadline to take an action.

Here are some other effective examples of FOMO email subject lines:

Examples of FOMO email subject lines

Avoid spam triggers in your subject line

Email spam filters are triggered by certain words, phrases, and symbols in your subject line and email content. AWeber uses a content filtering tool called SpamAssassin ™ to help you avoid content filtering. This tool is widely used by Internet Service Providers (ISPs) to filter incoming email.

AWeber email spam score

If you click on this score, you can immediately view the content of your messages that is triggering the SpamAssassin ™ rule set.

So what words, phrases, and symbols are spam filter warnings? There are a lot, but here are a few to give you an example:

  • Excessive punctuation like multiple exclamation marks !!!!!!! or ellipses ………
  • Symbols like “$$$” and “*****”
  • Sentences like “cheap”, “cash in”, “unbelievable deal”, “satisfaction”, “winner”

Also as many as 69% of email recipients Only report emails as spam based on the subject line. Make sure your subject line doesn’t come across as spam to your subscribers either. This happens when your subject line is misleading in any way, e.g. E.g. with “RE:” if it is not an actual reply to an e-mail.

Be right in your subject line

Skip joke, pun, humor, rhymes, or puns in your subject lines.

Instead, stick to simple headings. These “boring” subject lines convert extremely well. That’s because they explain the value in the email. Readers know exactly what to expect from the message and the benefits of opening it.

Here are some simple examples of email subject lines:

Examples of direct email subject lines

But there is a catch: your messages have to consistently offer added value. If your messages don’t meet the promised value, your subscribers will feel cheated. Then good luck they open your messages.

However, if your emails are constantly filled with important, personalized content, your audience will open your emails – no matter what the subject line says.

Ask questions to pique curiosity

There’s a reason most TV season finals end with cliffhangers: people long for a nice and tidy ending. So if you don’t give it to them, they’ll be insecure. They need to know what happens next and they will set the next season to graduate.

Use this desire to your advantage. Get your subscribers to open your emails by piquing curiosity in your subject lines. You can ask a question:

  • Jo at Copy Hackers: “Are you missing these 3 copying techniques?”
  • Daily Allowance for Men’s Health: “Will Creatine Boost Your Profits?”

Or promise an answer in your message:

  • Jessica Stansberry: “You should go live ___ times a month! [open for the answer]”
  • Sophie Gray: “That’s the ONLY reason you should exercise”

Or tease a surprise, a giveaway or a present:

Or let the readers tell you “Huh ?!”

  • Chubby: “Sincerely, future Dwight”
  • Really good emails: “Emails can be delicious”

Use one-word subject lines

Any advice from Wiebe at Copyhackers? Try one word subject lines.

Why? One-word subject lines can be fascinating.

Here at AWeber, we’ve sent one-word subject lines that end up with an above-average open rate.

Or super long subject lines

Wait, didn’t you just say try one word subject lines? Yes yes i have.

But the reality is that both really short and really long subject lines can work just fine. Ultimately, it’s about standing out and figuring out what works for your audience.

In fact, only 18% of people use more than 60 characters in their subject lines. So why not try it out?

Understand your audience’s pain points

Wiebe advises: “Put the pain points, fears or amazing results of your audience in quotation marks and use the first person.”

This formula could help your audience see themselves in your subject line. Since they feel connected to the copy, they are more likely to open it up to see what you have to say.

Again, this all comes down to knowing your audience. When you understand your audience – their hopes, dreams, fears, challenges, and more – you can create texts that resonate and encourage them to act. You need to include a value proposition that speaks to them.

Wiebe says: “Because the copy in the subject line is of course only a small part of the equation when it comes to opening up.”

What email subject line best practices work for you?

Did something work for you that we didn’t share in this post? Comment below! We’d love to hear what works for you.

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