How important are email subject lines?

Are you hearing crickets when you send out emails?

We’ve all been there – slaved away over an email that you thought was awesome, but no one opened it!

You spent hours and hours pouring out your heart and soul, but  – crickets!

You were worried that the email system might be broken because there is no way that awesome email wouldn’t have been opened. Right?

Wrong!

Your email subject lines are the problem! 

Just like a blog post, or a book, or a news article, your email subject line needs to be enticing so people will open your email. Let’s face it – we all get overwhelmed in our inbox, so your email needs to stand out from the crowd!

Why emails matter

Before we dive in to subject lines, let’s remind ourselves WHY emails matter!

  1. 40% more likely to get noticed!

Compared to Facebook, Instagram, Pinterest or Twitter, your emails are 40% more likely to get noticed!

The readers of your emails have raised their hands to be on your list and to hear you news. So make sure your headline is relatable to them!

2. Conversion rates are 6 x higher (compared to other marketing tactics)

Your email list are hand raisers! They’ve opted in to receive your emails – and they want to read them. So they’re way more likely to open your emails than to read your Facebook page, or Twitter post.

3.  Your return on investment (ROI) is $44 for every $1 spent 

For the cost of your time and an Email Service Provider (ESP) like MailChimp, ConvertKit, Active Campaign or Emma (etc.) you can market as often as you like to your Email list.

How to create an enticing email subject line

Now to the juicy details. How do you create a subject line that will actually entice a reader to open it?

 

Step 1: Don’t write like a robot. Too many subject lines are autogenerated (and you can tell!) So make sure it sounds conversational, like you’re chatting with a friend. Forget the formality!

Step 2: Match your subject line to the content inside your email. The tone and topic should give the reader a sense of what’s inside.

Step 3: Create scannable, easy to digest subject lines. The right amount of words—and characters—can make all the difference in your open rates!

7 is the ideal WORD count. The ideal number of CHARACTERS = 65

Step 4: Use one of these headline starters:

  • Use numbers! (They’re the #1 converting subject line for emails AND blog headlines!)
    • # Things to do before _________
    • # Quick steps to ___________
    • # Ways to __________
    • # Top tips for __________
  • How to’s:
    • How to be the greatest ________
    • How to grow a ____________
    • How to build a___________
  • Informational: 
    • Best places to visit in_______
    • Advice on parenting
    • Ways to save money on________

A couple of other styles that work: 

  • The ______ you MUST check out______
  • The secret to ______ you need to know
  • Want to _______ online?

Kick it up a notch

Once you have a decent subject line, add in an enticing descriptive word to take it to the next level. Words that will create a little mystery so the reader opens the email because they can’t help it! They’re intrigued!

  • top secret
  • surprising
  • mystery revealed
  • lightning fast
  • can’t miss
  • smarter
  • creative

Test it out

CoSchedule has created a cool tool so you can see if your email subject line will work. Copy in the subject line, and hit ‘submit’ and they’ve give you a score!

Check it out here:  https://coschedule.com/email-subject-line-tester 

Test it again

Now you have a new subject line, try it out on a small subset of your list. Are the open rates higher than your prior average? If so, send it to the rest of your list.

 

So there you have it! Up your subject line game and getter better email open rates!

What questions do YOU have about email marketing? What is your open rate like, and what are you doing to improve it? 

Leave your questions and comments below! I love to hear from you!

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