In a world that’s rapidly changing our patterns of choices with the help of technology, nothing is certain. Nothing is promised. But the one thing that hasn’t changed in all of this entirety is the primary reason why one would open their email. The Subject Line, yeah. So, mastering the art of writing a compelling subject line that inspires an actionable outcome is not just a skill anymore – it’s a game-changer. You can also automate sending emails with slight changes in the subject line using custom email templates. This adds to the bulk sending of targeted emails based on segmentation.
The constant evolution of digital communication has desecrated the span of human attention. There is no denying that we live in an era where there is an abundance of information that finds space in our inboxes every day. But how many do we actually open? Only a selected few. And how do we select which emails to open? Place yourself at the center of making a choice. Which one will you open? The ones from a familiar brand name that you might have expected? Or some whose attractive and intuitive subject line triggers a sense of urgency to find what’s inside those emails? Right?
A study by Litmus revealed that more than 1/3rd of email recipients open an email after looking at the subject line. The other two factors are a familiar brand name (constituting 42%) and preview text of the subject line, also known as preheader (constituting 24%).
So, let’s turn our attention toward crafting compelling subject lines so as to take maximum advantage of them.
6 Creative Strategies for Writing a Scintillating Subject Line
“Hook ‘Em Early”
The first few words of your subject should be like an enchantment. It should hook the readers and compel them to click on your email. You are basically setting the tone for what is about to unfold.
Human psychology says that the human brain is wired in such a way that it will tend to respond to urgency and curiosity. Our brains release dopamine when we are excitedly curious about something. Urgency leads to the art of FOMO (fear of missing out), which creates more email opens than usual. For example, in “Last Chance: Exclusive Offer Ends Tonight,” “Last Chance” creates urgency, and “Exclusive Offer” creates curiosity.
“Speak Their Language”
Before you write even a single word, you need to learn about the likes and dislikes of your audience. It’s unfair to send the same email to every single subscriber of yours. So, you need to distribute your subscribers’ list into clusters on the basis of specific factors like demographics, language, preferences, interests, etc.
A study by Mailchimp revealed that segmented emails have a 14.21% higher open rate than those without segmented audiences. That shows the power of personalization in subject lines, which directly tends to use a language that is honest and authentic. The goal is to write a subject line that sparks one-on-one conversation with your audience. With custom email templates, you can personalize recipients’ names in the subject line itself, like, “Dear John, This Can’t Wait.” By importing your contact list, you can send emails as if each email is written for each individual, which is our ultimate intention.
“Tease, Don’t Tell”
Give your audience a slight taste of the starters without serving them the full course. This will urge your audience to click on your emails in anticipation of what’s inside the email. It’s like teasing a little with bite chunks of information without revealing too much.
This tactic is most helpful during new product launches. For example, “Unveiling Something Huge. Are You Ready?” creates a perfect sense of curiosity without telling what’s inside.
A human brain loves to fill the gaps. So, encourage your audience to use their imagination to paint the empty canvas with expectations. Numbers, on the other hand, have a magnetic effect. A study revealed that subject lines with numbers generate 36% more clicks than those without. Numbers are intriguing characters that gain instant attention.
Learning about the emotional triggers of your audience will grant you an unassailable advantage of triggering more email opens by fostering a deeper bond with them. A single subject line can evoke emotions like excitement, curiosity, and urgency. But how do you do that? How do you evoke those emotions?
- By creating an atmosphere of empathy. It will show that you care about the needs and challenges of your audience.
- By appealing to the aspirations of your audience. For example, if you are in the wellness industry, “Unlock Your Best Version” is a subject line that not only speaks desires of your audience but also leads them to take action.
- By using the Power words like free, you, because, etc. For example, a subject like that reads “Just For You” is hard to resist.
“The Power of Personalization”
Research by Epsilon revealed that 80% of customers tend to do business with a company that offers personalized experiences. The same goes for personalized emails.
Adding data-driven subject lines will show your audience that you know about them. For example, instead of using a subject line that says “Get Our New Arrivals,” you can say, “Discover Styles Similar to Your Favorites.” A slight tweak can help your customers believe that you care about their individual preferences and interests.
Remember that 42% email open rate we initially talked about earlier in this blog? The familiarity factor governing the open rates of emails? This is exactly that, even if your brand isn’t a big name. Adding dynamic content can help in real-time targeting based on past purchases or recent cart additions. This will lead to the building of a loyal subscriber base.
On that note, a study by Accenture showed that 91% of customers choose a brand that offers personalized offers and recommendations. Loyalty is not a giveaway, after all. It can only be earned.
“Testing & Tweaking”
Split testing or A/B testing is the ultimate tool to fine-tune your subject lines based on real data. Let’s be honest. Instead of foolishly guessing what subject lines will work at a particular instance, it’s important to have two or more versions of a Subject line (by changing no more than one variable in each).
- You can try using a question in one subject line and a statement in another.
- You can try using a shorter subject line in one and a longer line in the other.
At times, you need to look beyond the open rates and check out the click-through rates to tweak your subject lines further. Keep customer feedback in mind and then make changes. Iterating this process will lead to continuous improvement.
Your subject lines are the first impression you create on your audience. While there is very little time, there are also merely 6-8 words in your subject line. So, you have to create a solid impact in quick succession. In this article, we have learned about how personalized emails can boost email open rates, eventually leading to the development of a personal brand. Because brand familiarity is the key to personalization.
Trends will change, preferences will shift, and new platforms will emerge. So, you will have to gain the ability to navigate through the dynamicity of the digital landscape over time. Learn to adapt to new technologies and tools to make the most use of them. So, with the right subject lines, you are not just sending emails. You are also building a personal brand that can have a lasting impression on your customers.