How to write good email subject lines for higher open rates

How to write good email subject lines for higher open rates
Subject lines are the first thing your recipient reads. It may be the only chance to get your recipients to open and read your email. The subject line should not only capture the reader’s interest, but also convey a promise of what the recipient will receive when they read your email.

As you may have gathered from the above, it starts with your subject line. In today’s flow of information and quick clicking, all words can leave an impact. So how do you write a good subject line? Let’s start with the basics.

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3 basics to get your newsletter read

1. Have a proper sender

Who the sender is can play a significant role in whether or not the email is opened and read. The recipient won’t take the time to read if they don’t know who the email is from, then it almost doesn’t matter how good your subject line is.

Therefore, use a real name as the sender, for example, “Emma” or “Emma from Get a Newsletter”. Using a proper sender is good for several reasons:

  • It doesn’t require much effort on your part
  • Your subscribers will feel that your emails are personal

2. Keep the subject line short

If your subject line is too lengthy, the whole sentence won’t be visible, especially not on mobile devices. Therefore, it is good practice not to exceed 50 characters.

To be safe, try sending it to yourself and check on your mobile if you can read the whole subject line.

3. Avoid caps and exclamation marks

Let’s be honest. A subject line telling, for example, “OPEN THIS AND GET $100 OFF!!!!” will not get more people to open your newsletter. In fact, it has the opposite effect, in most cases.

According to a study by the Radicati Group, 85 percent prefer a subject line without capital letters. It is no wonder since no one wants to feel threatened or yelled at, which capital letters can make you feel.

Now that the basics are set, let’s move on to 5 methods to help you form a great subject line.

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5 tips on how to write good email subject lines

1. Ask a question

study conducted in Norway showed that when using a subject line that combines a question with an audience-reference indication, such as “Is this your new iPhone 14?”, the headline generated a higher click-through rate than other headlines, such as “For sale: Black iPhone 14 128 GB”.

  • Who else wants to save £500 a month?
  • Who else has missed out?
  • Did you also miss out on booking your place?

2. Use numbers in the subject line

We have a more difficult time estimating time if we don’t know how long something will take. It’s good to think about the number you’re using. Use a low number if you want to teach something, as it suggests that the process is quick and easy. Use a higher number if the offer is about discounts, for example.

3. Use FOMO - Fear of missing out

When we become afraid of missing out, we feel compelled to act. Offer something for a limited time to encourage your subscribers to open your newsletter and act before it’s too late.

  • 4 places left: don’t miss out on booking your place
  • Book your place before Friday and get a 50% discount
  • Be one of the first 10 customers – get a goodie bag

Keep in mind, that all messages from you may not be urgent, so be sure to use FOMO when it’s a limited-time offer. You don’t want to be like the boy who cried wolf.

4. Tell two advantages in one subject line

Subject lines containing two benefits are a very effective formula. You start with the first benefit, for example, by writing “How”, and end with the second benefit. It couldn’t be simpler.

The subject line becomes very effective as you see the links between the first and second benefits. That is if you achieve the first benefit, the second follows.

  • How Sofia trained and lost 10 kilos in a month
  • How can you spend money and be a wealthy retiree
  • How can you go to all the summer parties and save at least $50

5. Share your knowledge

As well as building confidence when you share knowledge, this type of subject line works well. It forces you to describe the content in a clear way while creating curiosity and added value. Everyone wants to make sure they haven’t missed anything.

  • Have a lice-free autumn
  • What everyone who builds houses from scratch already knows
  • How can you quit your job and make more money

Over to you

If your subject line is:

  • Useful: the recipient gets something in return for opening your email.
  • Intriguing: the subject line makes the reader curious.
  • Clear: the recipient understands the value and is interested to know more. You’ll go far.

Remember that once the reader opens the email, the content needs to promise what your subject line has said and provide value to the customer.

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