Do you remember the last email you couldn’t resist opening versus one you deleted without a second thought? The difference usually lives in those first few words you read in the subject line.
With inboxes flooded, privacy protections in full swing, and audience attention scarce, a well-crafted subject line is an essential part of an effective email marketing strategy.
At Green Apple Strategy, we’re always working alongside our clients to stay updated on the latest marketing trends. We sat down with Amanda Monroe, our email marketing specialist in The Orchard, to get her insights on effective email tactics. Here are a few reasons why Amanda says your email subject lines matter more than ever:
Your audience is flooded with emails every day.
The average office worker receives around 121 emails a day. Your emails have serious competition when it comes to earning the attention of your audience. Your subject line is the primary driver of email openings, so it’s important to give your audience a compelling reason to click “open.”
Emails are still a direct line of communication.
It has become increasingly difficult to stand out in your audience’s email inbox, but email is still the primary way you can stay top-of-mind for potential customers. In fact, 99% of email users check their inbox every day. Your email could be the first thing they see when they wake up, so you want to make sure it stands out.
Weak subject lines can impact deliverability rates.
Here’s an important stat every marketer should know: 69% of email recipients report emails as spam after reading the subject line. If your subject line is considered spam, your deliverability for all other emails moving forward could suffer. Spam filters can cause your domain or IP address to be denied, affecting your email deliverability and sender reputation.
Mobile is the new desktop.
Gone are the days when people primarily checked emails on their desktops. Today, over 40% of all emails are opened on mobile devices. This makes brevity especially important, as most phone screens only display a limited number of characters in a subject line.
A Modern Playbook for Standout Email Subject Lines
Now that we’ve outlined the importance of crafting the right subject line for your email, let’s talk about various tactics you can use. Here are a few different strategies we’re building into our approach:
A/B Test Your Way to Success.
Effective marketing is all about experimentation. This includes the subject lines you use in emails. We work with our clients to constantly experiment and analyze their subject line strategy through A/B testing. We compare open rates to understand why some subject lines are more effective than others. An A/B testing process is a good way to catalog insights and use them moving forward.
Personalize More Than Just a Name.
Personalized subject lines can be a great way to stand out. Today, that means going beyond just using the recipient’s first name. You can personalize by locality, interest, or their relation to a specific segment you’re targeting. This type of personalization is key to standing out and showing your audience that you’re speaking directly to them.
Use Human Speak.
In a sea of robotic (ahem, AI) and overly formal business emails, your subject line can stand out by sounding like it’s from a real person. Write in sentence case. Use clear and simple language. When your email reads like a message from a person, not a business or a robot, your audience is more likely to open it. It also helps to keep it at a simple reading level that matches your brand’s voice.
Entice the Open with Mystery, Urgency, or Humor.
Humans are naturally curious. We have a fear of missing out, and we love a good laugh. You can use these emotions to your advantage in your subject lines. Try using a clever question to spark curiosity. Use numbers to create a sense of urgency. Or, if you know your audience well, a witty joke can get your email opened and shared. Just don’t overdo it!
Embrace Exclusivity.
People like feeling like an insider. Find ways to incorporate that in your messaging. Use phrases like “early access,” “exclusive offer,” or “a special invite just for you.” This type of exclusivity messaging can make your audience feel valued. It also provides a compelling reason to open your email and take action.
Keep It Short and Sweet.
The most effective subject lines are typically no more than five or six words. This is a best practice that still holds up. Most people’s attention spans are short, and the majority of people are reading emails on their phones. Brevity is still your best friend.
What to Avoid: Subject Line Sins That Land You in the Spam Folder
Knowing what to do is only half the battle. Just as important is knowing what to avoid. Landing in the spam folder or losing your audience’s trust is a risk every time you hit “send.” Here’s a quick reference guide on what to stay away from:
- ALL CAPS: It looks like you’re yelling at your audience. This can feel aggressive and is a major red flag for both email filters and human readers.
- Excessive Punctuation: Using too many exclamation points (!!!) or question marks (???) can make your email look unprofessional and spammy. Stick to one or two for emphasis.
- Spam Trigger Words: Words like “free,” “act now,” “win,” “cash,” or “limited-time offer” can instantly alert spam filters. Use them with caution.
- Misleading Subject Lines: This is a surefire way to lose trust. Don’t use a subject line that’s a bait-and-switch. For instance, using a subject line like “Your Invoice Is Ready” for a sales email can harm your reputation and open rates over time.
- Being Boring: You want to avoid spam, but also steer clear of being so generic that your email gets overlooked. A subject line like “Company Newsletter” or “Weekly Update” won’t encourage anyone to open. Be clear, but don’t be afraid to add a little personality.
The best subject lines are the ones that are both trustworthy and intriguing. By avoiding common mistakes, you’re already one step closer to earning your audience’s attention.
Email Subject Line Tools We Love
Not sure where to start? Our team uses a few different tools to help us brainstorm, test, and optimize our subject lines. Here are two of our favorites:
- SubjectLine.com: This free tool analyzes your subject line and gives you a score based on various best practices, like length, word choice, and spam risk. It’s a quick way to get a sanity check before you hit send.
- MailerLite Subject Line Tester: This subject line tester lets you compare different subject lines and get predictions on how they’ll perform, which can help you refine your ideas and A/B tests.
Digital Marketing Strategies That Stick
At the end of the day, subject lines are where audience attention begins, but they don’t guarantee engagement. Use them to open the door. Then your email’s content, relevance, and timing have to win the next rounds.
Ready for a digital marketing strategy that resonates with your audience and drives real results? Learn more about our strategic planning + content strategy services.