I can’t tell you how many times I’ve heard the phrase “email is dead”. It’s true that email’s shine has worn off over the years due to the rise of social media and instant messaging, but that doesn’t mean email marketing isn’t effective.
In fact, email marketing remains one of the most effective ways to reach and engage your target audience, and it’s a key pillar of modern content marketing.And in order to get the best results from your email marketing, you need to focus on boosting your email open rates.
Your email open rate is the percentage of people who open your emails. It’s important to have a high open rate because it directly impacts the number of people who are seeing your content and offers.
So, how do you get more people to open your emails? Here are 11 subject line practices that can help.
1. Keep it short
When it comes to subject lines, shorter is better.
This is especially true for mobile.
Most email opens occur on mobile, where space is limited. If your subject line gets cut off, you could miss out on opens.
Most email clients cut off subject lines at about 60 characters, so try to keep them under that.
Even better, keep them under 50 characters.
This will help ensure your entire subject line shows up on mobile and that it doesn’t get cut off in the inbox.
2. Ask a question
Asking a question in your subject line can be an effective way to engage your audience and encourage them to open your email. This is particularly true if you’re asking a question that you know your audience is interested in.
For example, if you’re a B2B company, you might want to ask a question about a common pain point that your target audience has. This can help you to show that you understand your audience’s needs and can be a great way to encourage them to open your email.
Just be sure to avoid asking questions that can be answered with a simple “yes” or “no.” Instead, ask open-ended questions that require more thought to answer.
3. Use numbers
Audiences love numbers. They make your subject lines more specific, and they promise a quick read.
If you have a listicle or how-to article in your email, make sure to include the number of tips or steps in your subject line.
If you have a newsletter, you can include the number of news pieces included.
If you have a sale, include the discount percentage in your subject line.
The number will give your audience a good idea of what to expect from your email.
4. Use a list
People love lists, and that includes list-based subject lines. It’s a great way to organize your email and create a clear expectation for the recipient.
For example, “10 ways to improve your open rates” uses the list format to tell you exactly how many tips you’ll be getting. This is a great way to help your reader understand how much time they need to set aside to read your email.
5. Include a statistic
Did you know that emails with statistics in the subject line have a 57% higher open rate?
If you’re trying to drive more opens with your email marketing, consider including a statistic in your subject line. This is a great way to pique your audience’s curiosity and get them to open your email.
In addition to statistics, you can also include other types of data in your subject lines, such as percentages, numbers, and more. This can help you make your subject lines more specific and get your audience excited to learn more.
6. Create a sense of urgency
Creating a sense of urgency is a classic marketing tactic. It’s an easy way to get people to act quickly. In this case, you’re trying to get people to open your email.
You can create a sense of urgency in a few ways. One way is to give people a deadline. For example, if you’re running a referral program with ReferralCandy, you could send an email with a subject line saying, “Invite your friends before Friday to earn double rewards!”
In the example below, the deadline is that the sale ends in 24 hours.
Another way is to make people feel like they’re missing out on something. This is where FOMO comes into play. In the example below, the subject line makes it seem like the email contains information that can help you get a competitive edge. If you don’t open the email, you risk falling behind.
7. Personalize the subject line
Personalization is a great way to make your emails feel more human and less like they were sent to a list of email addresses.
There are a few ways you can personalize your subject lines. The most common is to use the recipient’s name in the subject line. You can also create separate segments of your email list and personalize the subject line based on the segment.
For example, you could send an email promoting a new product to a segment of your list that contains your most loyal customers and include a subject line like “Hey [First Name], check out our latest product!”
To take it a step further, consider enriching your contact data using tools like a public records lookup. These services can help you uncover job roles, company details, or regional information all of which can be used to craft more personalized and targeted subject lines that resonate with your audience.
8. Use emojis
Emojis are a fun and effective way to draw attention to your subject line. They can help you stand out in a crowded inbox and add a little personality to your email.
But don’t go overboard with emojis. One or two is usually enough. And be sure to use them sparingly. You don’t want to dilute the impact of your subject line by using too many emojis.
You should also be careful about which emojis you use. Some are more effective than others. For example, a smiley face is a great way to let your subscribers know that your email is friendly and positive. But a skull and crossbones might not be the best choice.
9. Avoid spam triggers
If your email is flagged as spam, it will never reach your recipients’ inboxes. Instead, it will be sent to their spam folder or, worse, be blocked by their email service provider.
Even if your email does make it to their inbox, it will be marked with a spam warning. This is a clear indication to your recipient that they shouldn’t open it.
You can avoid spam triggers by not using all caps, exclamation points, or spammy language in your subject lines. You should also avoid using too many emojis and, of course, make sure your email is compliant with anti-spam laws.
Another way to avoid spam triggers is to use a reputable email service provider. Most email service providers will automatically scan your emails for spam triggers and alert you if they find any.
10. Test your subject lines
The best way to see what works for your audience is to test different subject lines.
A/B testing is a great way to gather data on what works best for your audience. Try creating three different subject lines and sending each one to a segment of your audience. Then, compare your open rates to see which subject line was the most effective.
You can also use A/B testing to test other elements of your email, such as the content, images, and calls-to-action.
11. Use a subject line tester
One of the best ways to make sure you’re using the right subject line is to test it. There are a number of subject line testing tools out there that can help you analyze your subject line and give you a score.
A subject line tester will look at a variety of factors, including length, word choice, and punctuation, to give you a score. The goal is to get as high a score as possible, which means your subject line is more likely to be opened.
Conclusion
When you begin to craft your subject lines, be sure to avoid the mistakes that can hurt your email open rates. Instead, follow the subject line best practices we’ve outlined above to give your email marketing strategy the best chance of success.
Also, don’t underestimate the impact of strong visuals alongside email content. Tools like an AI background changer can help enhance your email design assets, making your visuals look more polished and professional without needing complex editing skills.
