10 email subject line styles and tactics to increase your open rate

It’s fair to say that when sending marketing emails, the subject line is a crucial element - arguably THE most crucial element. If you can’t catch the recipient’s attention in a crowded inbox, the email won’t be opened and all the effort you poured into its content will be wasted. Bad times!

Today I’m going to share 10 styles and copywriting tactics you can apply to your email subject lines to make them more eye-catching and increase the likelihood of your lovingly crafted email being opened.

What makes people open marketing emails?

But first, why do people open emails? I think you can answer this by splitting people into two camps:

1. They know you.

2. You caught their attention.

Even if the recipient knows you and is expecting to receive emails from you, you still need to make that email stand out and create an element of curiosity and purpose with your subject line.

Making your regular marketing emails stand out in the inbox

Your marketing email might be triggered by the recipient completing an action on your website, perhaps subscribing to your mailing list or requesting you send them some information.

If your email is delivering something expected by the recipient, say a PDF guide that they’ve requested via your website, you need to make this clear in the subject line.

If your email is a regular send, for example your newsletter, the recipient is hopefully looking forward to the content and will therefore open to read it. However, you don’t get away with being lazy with the subject line. You still need to make it as good as it can be as it’s probable yours is not the only newsletter email they are going to receive that day.

Styles and tactics you can apply to email subject lines to increase open rates

I’ve compiled these 10 ways to make your email subject lines stand out and create interest. The text in italics is where you put in your own content.

You can mix and match techniques and see what works best for you. If your email marketing provider has the facility to run A/B tests - do that and see what comes out top. Rinse and repeat!

1. Use square brackets

Square brackets stand out and they can be great for drawing attention to part of the subject line.

Here’s an example of square brackets in an email subject line for delivering a free guide:

[Free guide] describe benefits of the guide

2. Use hashtags

Hashtags are eye-catching and they’re an interesting way to get your message across.

Here’s an examples of a hashtag in an email subject line for an announcement email:

#cuetheconfetti insert exciting news announcement here

3. Be direct

Here’s an example of a direct instruction in an email subject line. Pair it up with a compelling reason to open.

Open up!! Super exciting reason to open the email

4. Use emoji

Here’s an example of an email subject line using emoji. The eye is drawn to that little megaphone icon.

📣 Special announcement!

5. Use money, numbers and symbols

Here’s an example of an email subject line using a number plus it’s a listicle (yes, that’s a word) which people LOVE.

4 ways to do something

6. Use mystery

Here’s an example of an email subject line teasing us that something exciting happened.. tell me! Tell me!

Well, THAT just happened!

7. Promise something they will want

Here’s an example of an email subject line giving promise of something valuable to the reader:

A full breakdown of something inside

8. Ask a question

Here’s an example of an email subject line asking a question (which people love to answer) and it has the added benefit of personalising it with the recipient’s name. If your email providers can do this, definitely try it.

Insert name, what’s your story?

9. Create urgency

Here’s an example of an email subject line creating a sense of urgency. Also note the brackets and capital letters.

It’s now or never (and I’d pick NOW!)

1.0 Now for my bonus tip: get creative with your copywriting and use unusual looking words like:

• Alllllll

• Sooooo

• Gooood

They are super eye catching because of all of those repeated letters together.

Conclusion

The subject line that you choose for your marketing emails is incredibly important and you need to take time crafting it.

There are many ways you can use symbols and language to make your subject line visually distinctive from others and to entice the recipient to open it.

Get creative and A/B test your subject lines if you can. Also use personalisation if possible.

Want more CLICKS FROM YOUR marketing emails?

Check out my free masterclass: How To Use EMAIL Like INSTAGRAM!

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