Long gone are the days of physical in-boxes that actually get emptied on a daily basis. Today our email messages join a sea of others competing for the attention of readers. Whether it’s the subject line for your email newsletter, the title for a blog post, or even or even the subject line for an email message, crafting a powerful introduction is key to capturing the attention of your reader. Humanize your brand to help yours be the email that gets read, while its neighbors get deleted.
Try these 10 tips to craft subject lines that beg to be opened.
1. Don’t state the obvious.
“January newsletter from Hillman Design” … If you’ve populated the “from” address in your email marketing program with your name and your business name, recipients know who the newsletter is from … so not only is this subject line boring — it’s also redundant. The subject line is valuable real estate: Make the most of it.
2. Tickle their funny bone.
Everyone can use a good laugh. A humorous subject line draws in readers, offering a momentary break and making a positive connection. Even if the content of the article is serious, try an amusing subject line (and/or image) to inspire a reader to open your email.
3. Make. Each. Word. Count.
There’s a ton of research about the ideal length for email subject lines. Open rates depend on many factors, including the type of device your audience is using to view the email, the email’s perceived relevance, and the time of day received. More important than the number of words is their value. Don’t waste words in your titles, headlines or content.
4. Sock it to ’em.
To break through the digital clutter, your content must have punch. Use a thesaurus to come up with creative synonyms; try alliteration and use action words. Specific promises (like tips) and lists with numbers pique reader interest and boost open rates. Consider these:
- 5 Unusual Tips That Will …
- 10 Untold Ways To …
- 7 Tried-and-True Reasons For …
5. Power words first.
Like a newspaper story which summarizes in the first paragraph and provides details following, start with your power words. Because the preview pane in many email editors shows only the first few words of your subject line, inbox-scanning recipients may not even see the full subject line.
6. Be playful.
Echo an iconic or well-known phrase (The good, the bad and the ugly … If you build it, they will come … Easy as 1-2-3). The cadence of the phrase will feel familiar, increasing its impact on the reader. For example:
- The original: “Lions, tigers and bears, oh my!“
- A fashion stylist’s version: “Sequins, sparkles and suede, oh my!“
7. The no’s have it.
Negative headlines like 5 Reasons You Wouldn’t Buy From My Online Store connect with a reader’s doubts and can be a compelling call to action. Simply flip a few do’s to don’ts to try a little creative negativity.
8. Ask, don’t tell.
Seasoned writers understand the power of the question as a tool to engage readers. Posing a query taps into a reader’s uncertainties and promises answers to their pending questions.
9. ‘Tis the season.
Connecting your content with an event (even a negative one, like Covid-19) can create a timely relevance, expanding your audience and attracting new readers. Our post Heartbreak Hill: Marketing Is A Marathon resonated with runners and Bostonians, as well as readers interested in marketing content.
10. Get visual.
It’s been said a million times: A picture tells a thousand words. A strong visual — especially when paired with a well crafted title — involves readers in a more sensory experience. Look for images that engage other senses — a delicious meal, a windswept field of wheat, a breaking ocean wave, or of course, a baby or a puppy — and connect the image thematically to your content.
Liked this post? Here’s another article with tips to create compelling content.
If you can appreciate well-crafted writing, but it’s not in your wheelhouse — or you have other priorities to focus on, we’re here to help with your blogs, email newsletters or website content.
This post was published previously on OnlineAmplify.com and has been refreshed for relevance.
Great post. Superbly written, with clever, helpful examples. Online Amplify continues to shine with excellence!
Thank you Gail. Appreciate your comments. With attention spans as short as they’ve become, capturing the attention of readers is an art!