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How to Craft the Perfect Email Subject Line

What your mom always told you is true: first impressions REALLY do matter – both in person and, in this digital age, also in people’s inbox. 

Most of us are inundated with more emails than we know what to do with, and definitely more than we want to open. 

So, what is the magic formula for creating intriguing and interesting subject lines that our prospective customers actually WANT to open? 

  • Make it time-sensitive – FOMO (fear of missing out) is a real thing. Offering a one-day sale, for example, can be a good strategy to encourage people to open the email NOW, as opposed to waiting for later.
  • Share your excitement and enthusiasm – communicate through strong verbs and adjectives that you have something amazing to offer.
  • Ask open-ended questions to inspire curiosity and to pique your customer’s interest. (“Want to know what happened when…?”) 
  • Think about ways to connect with your reader. Think less about you (and your goal) and more about how you can add value to your audience. 
  • Always be professional – don’t compromise here and come across too informally (avoid slang, unless it's a strong aspect of your brand voice, etc). 

And, for the statisticians in the crowd…

  • According to Return Path, subject lines with the highest open rate have only 61-70 characters – that is merely 10 words, or one sentence. Be clear and concise. 
  • Personalization helps – according to Marketing Land, including a first name in your subject line increases the open rate by up to 18%. 

It is also important to note that your writing voice emerges the more you connect into it. Practice with your emails, allow yourself to tune into your best brand voice, and put in the effort of communicating with your community. Be patient, review those around you whose businesses you admire, see what it is about their brand voice that attracts you, and then let yourself flow in YOUR style. Your community will feel your flow, and precision of course can help, too.  

And, remember that utmost importance of being authentic.

Even if you get ideas from others, it is still so important that your voice comes through – if you are funny in real life, then use that humor in your writing too. Where many people fall flat is when they try to be someone they’re not. Be you, let it flow, and you'll attract the exact people who need what you have to offer. 

To read more on this topic, take a look at this WordPress piece I wrote called, “Craft Good Email Subject Lines That Draw In Readers.”


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