I think a good place to start with email subject lines is thinking about how connected you (or the brand) already are to the recipient.If you’re coming into the inbox cold, there’s value in grabbing the reader’s attention with something that will make them think.Decide on who you want to include in your target audience and tailor your subject lines to them and their wants/needs.If you know your audience consists of many math tutoring centers, then you’ll want your subject line to say something along the lines of, “Captivate clients NOW with low-cost, custom calculators!I tell people to remember that no one WANTS to open an email, but you can nudge them a bit.The number one mistake people make when sending out emails that need eyeballs is that they fail to tell the client what their need is, why they need it, and what will happen if they ignore it. For example, many insurance policies lapse or go unpaid because the subject line reads: “Life Insurance Payment?It’s effective to strategically capitalize A word in your subject line so the reader understands you’re conveying the importance of the word to them.Don’t capitalize multiple words though because it then looks like you’re screaming at your reader.
As someone who receives 50 emails demanding things of me, I know call to actions can get obnoxious, so I always look for lyrics that are The best subject line ever is: “The Thirty-Second Pitch—I promise not to waste your time.” I’ve had more analysts, reporters, bloggers, contributors, and even my own mother open those emails because we were just dead honest with them.
For example in sales, if a lead has gone cold, try “Our next steps”.
Use this subject line to re-engage a prospect who has gone quiet.
We have seen this bear real fruit when trying to improve the open-rates in our email marketing campaigns.
A recent A/B test of our email subject lines shows this in practice: Version 1: ‘A special offer just for you as a valued TOAD customer.’ – Open Rate 12.02%Version 2: ‘FLASH SALE from TOAD Diaries – High Quality, Section Sewn, Lined.’ – Open Rate 9.32%What I found works best for our email marketing campaigns is the shock & awe factor – but not in the traditional sense.