We’re all guilty of it – ignoring an email that doesn’t seem relevant, exciting or that it will lead to direct financial gain. In fact, according to statistics, 33 to 47% of recipients open messages in their inbox based just on subject lines for emails.

So how can we avoid the emails that we write being directed into this dreaded sector of the ignored?…

Save the creativity for the bulk of the email and keep the subject line straightforward
It’s better to be clear and understood than to be provocative and risk not being understood. Ironically, if you’re just starting out your subscribers do not know yet what to expect from you. This means you could set a creative expectation for yourself. At the end of the day, people will open your emails if you really grab their attention.

Add emojis for attention
Adding emojis the right way is an art. Only 7% of emails sent in the USA have emojis in their subject lines. This is because, if used in poor fashion, emojis can be misunderstood.
If you feel that emojis contribute to your subject line, or if an emoji strengthens your message and makes it deeper then go for it! Remember also not to overdo it; Mailchimp recommends not exceeding 1 emoji in your subject line

Keep the Subject Line Short
On desktop devices, there’s a limitation of 60 symbols for an email subject line. For mobile devices, it’s down to 30 symbols. Also, 3 out of 5 users check their emails on mobile devices. Furthemore, hardly 11% of subject lines contain less than 20 symbols – sounds like a strong chance to be short and punchy! 

Personalise it
According to the latest research (2020), personalised subject lines get only 2% higher open rates. Probably that’s because way too many brands put their subscribers’ names in the subject lines while sending emails with general content. Putting the specific person’s name in the subject line will make your email feel less sales-y and more like a one on one thread, therefore increasing the chance that it will be opened. 

Free services

Some research suggests that emails with “free” in their name have an open rate of up to 18%. Offering your product or shipping for free, giving a discount, or making a promotion makes more loyal customers, even if they don’t open or follow each of such letters.

Intrigue and curiosity

According to FinancesOnline, interactive subject lines have 70% higher conversion rates. Targeting curiosity in your campaigns, you must keep in mind the importance of calling your audience to action. Leave a question unanswered, hint at something unconventional, leave a door open just enough to stir interest.

Examples of the best subject lines for emails calling out to curiosity:

  • Netflix: “What’s playing next, [insert name]?”
  • Bill Gates: “Why Melinda and I swing for the fences.”
  • Beauty Bay: “Guess what Olivia Buckland is wearing?

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