2 min read |  Posted Oct 26, 2015

How To Create Impressive Email Subjects

Creating Catchy Email Subjects

There’s an art to almost everything in internet marketing, and that includes writing catchy email subjects.

Although email marketing can be a highly effective way to reach your customers, bad email subjects can cause your strategy to backfire.

When emailing your clients, writing a subject is a bit different than a friendly hello email to a distant relative.

Here are a few quick tips for writing email subject lines that will get your customers to click ‘open’ instead of ‘delete.’

Ask a Question

Asking a question in your email subject will spike your customers’ curiosity, encouraging them to open your email.

Sense of Urgency

Time-sensitive email subjects will help customers act fast in terms of opening your email.

Cater to Their Needs

Your overall goal is to satisfy the needs of your audience. Craft your email subject to cater to their needs.

Power Words

In terms of power words, think verbs and not adjectives. For example: “Delight your friends with these special occasion gifts.”

Verbs inspire your customers to take action.

If you need help in strategizing your email marketing campaign with snappy subjects, Third Angle is available for small businesses like you.

Are You Testing Email Subject Lines?

Did you even know that you should?

For both direct mail and email, we often talk about split testing messages, images, and offers.

Recently, a study of email subject lines showed just what a difference knowledge of small variances can make.

In its “Subject Line Analysis Report” (2013), Adesta analyzed the subject lines of over 2 billion global emails.

It found that even subtleties in wording can increase or decreases open rates, conversion rates, and other metrics substantially—even words that are counter-intuitive to what you might think.

You would think that everyone wants free stuff, right?

Adesta found that when used in the subject line, the word “free” actually depressed the open rate vs. the average by 3.0%, while “free delivery” increased it by 50.7%.

Likewise, the word “alert” increased the open rate by 38.1% vs. the average, while “learn” decreased it by 35.5%.

But marketers have to be careful…

Higher open rates don’t necessarily translate into more orders or higher customer engagement.

In Adesta’s analysis, for example, “free delivery” had a higher open rate, but its unsubscribe rate was 82.4% higher than average!

This suggests that while marketers may be using a highly effective subject line, the messaging and offer are not matching up.

Remember that testing is time-sensitive.

Customer attitudes and preferences can change, so you need to keep testing over time to keep track of constantly changing market conditions on the ground.

Need advice?
We’re happy to help you with your email marketing!

Randy Monroe