Let’s talk about improving your email campaign open rate. Think of your inbox – crammed to the hilt, right? So is everyone else’s. You’ve got to cut through that noise faster than a lightsaber through butter with a subject line that packs a punch. Here are some tips that really work…
1. Keep It Short and Sweet
Some people say consumer attention spans are 7 seconds, others say 3 seconds, I say consumer attention spans are ALL earned.
So let’s ditch the myths—there’s no magic number for attention spans. It’s all about what you do to get and keep your readers hooked.
We’re dealing with goldfish-level focus here, so make those subject lines tight—think 3 to 5 words and done. No exceptions. (But if there is an exception, it would require that the first words matter the most, tasked with hooking the goldfish’s attention enough to read the whole title.)
Simple Is Better
For example, instead of “Exciting New Update in Our Product Line,” try “New Product Alert.” It’s punchy and gets to the point. Remember, less is more.
Instead of saying “We Have an Exciting Offer for You,” go with “Exclusive Offer Inside.” This approach ensures that even skim-readers get the gist and feel compelled to open the email. Aim for words that evoke curiosity or urgency. The goal is to make readers stop and think, “I need to read this.” Keep it clear, direct, and engaging.
Simplicity is your best friend. Complex or wordy subject lines often get ignored because they require too much effort to understand quickly. The goal is to convey your message as close to instantly as possible.
Another example: instead of “Check Out Our New Spring Collection Now Available Online,” go with “New Spring Collection.” It’s straightforward and to the point.
Simple subject lines are also easier to read on mobile devices, where space is limited. The fewer the words, the less likely your subject line will get cut off. Aim for clarity and brevity. Your readers should know exactly what to expect from your email at a glance. Keep it simple to grab their interest.
Here are some good examples from random brands trying to sell something LOL: 👇
2. Use Emojis Strategically
Use emojis – BUT, be intentional about it.
To avoid coming across as spam, use them sparingly and where it matters. It’s critical that emojis resonate with the tone and content of your email.
Consider this: the typical inbox is bombarded with over 120 emails daily. Standing out is not just an option—it’s a necessity.
Emojis can be the game-changer you need, carving out a unique space for your message amidst a sea of text.
Branding with Emojis
Take a cue from Morning Brew, who transformed a simple “☕️” into an unmistakable symbol of their brand, used consistently with every newsletter. This not only captures attention but fosters brand recognition.
Just like any other element of branding, emojis can become a virtual branding mechanism.
Emojis are more than just fun additions; they’re strategic branding tools that can serve as visual cues for your brand identity.
Emojis Stand Out
Given our fleeting attention spans, emojis also serve a practical purpose. They act as visual anchors, helping recipients to quickly spot and recognize your email. It’s about easing the path to engagement.
Here are some excellent examples:
For those in B2B marketing, incorporating emojis can truly differentiate your communications since they are often underutilized in this sector.
Remember, coherence is key. Select an emoji that complements your email’s message or stick to a signature emoji for brand consistency.
3. Ignore SPAM myths
This is important: The days of tiptoeing around words like “free” in your subject lines are over.
You CAN use the word “free” in your subject line. Here’s a real example of someone’s inbox – not their spam folder.👇
How? Because modern email filters are all about your reputation and how people interact with your emails, not just a keyword.
Sender reputation is a BIG deal. Gmail’s machine learning models keep a database of their sender reputations like frequency of sending emails, quality of content, and user feedback (do people open the email, reply, put in spam, etc.)
Emails from senders with a crummy reputation go straight to the spam folder io matter what the contents are.
Mega tip to keep your reputation excellent: explicitly ask for replies in your emails, this will let Gmail know you’re a high quality sender.
4. Personalization ≠ First Name
It’s no longer all about using [first_name]s in your subject line.
Instead, personalize with job titles, interests, location, or specific details of your audience.
According to campaignmonitor.com, readers are 26% more likely to open emails with personalized subject lines, beyond just using their name.
These are some perfect examples:
5. [FORMATTING]
It’s not just about the words you use – it’s about how you present them.
Obviously experiment with the copy in your subject lines, but often overlooked is the formatting of your subject lines.
- Parentheses and brackets: Use them to insert crucial info without cluttering the main message.
- Ellipsis…: They’re not just dots. They create suspense, signaling there’s more to this story.
- Creative punctuation: It’s your secret weapon. Make those subject lines pop.
- CAPITALIZE where it counts: But don’t shout. We’re not barbarians.
- Spacing: Give your words some breathing room.
- Intentional typos: Yes, you read it right. They can work but wield them like a scalpel, not a sledgehammer.
Play Smart, Not Safe. Your audience’s eyes are glazed over from seeing the same old, same old. Anything that goes against traditional formats will grab your audience’s attention – just what you want.
6. Rethink Your Vocabulary
Tweaking the words you use can seriously change your email game. Everyone loves to use “learn more”, try using “discover” or “take a peek”, anything to tap into the curiosity of your audience.
Here are some examples:
- 👀: From “Case Study” to “Success Story” or “Success Snapshot”
- 📖: From “Download” to “Get Your Copy”
- 🚨: From “On Sale Now” to “Discount for Fathers” (the personal touch here is what sells)
- 🗣️: From “Final Call” to “Last Chance!”
- 📆: From “Meeting Reminder” to “Let’s Catch Up!”
Words that belong in a Marketing graveyard, (i.e. NEVER use these in your subject line):
- “Masterclass” – this one is just WAY overused.
- “As Per My Last Email” – this one is way too passive aggressive for me.
- “Breaking News” – Often overhyped and can be misleading.
Reply to this email with all of your words or phrases that belong in the Marketing graveyard!! (Throwback to tip #3.)
7. Subjectline.com
Want a second set of eyes on your subject lines?
I love testing on subjectline.com. It gives you a rating, breaks down each part of the subject line that is effective and where you can improve.
I messed around with today’s subject line until I got 100! 🕺🪩
If you’re a one-person-team Marketer this tool can be a MASSIVE unlock, check it out and let me know what you think.
Bonus Tip: The First Email
The most important email you will send your subscribers is the very first one.
Getting them to open that first email will increase the likelihood that they open future emails from you and the habit formation we all want from users will start.
Make sure you have a setup that allows for an automated welcome email when new members subscribe. Then perfect the subject through iterations using all the tricks above.
Flash Tips Checklist:
- Be brief: 3 to 5 words.
- No rambling. Hit ’em quick, hit ’em hard.
- Short, not sweet: Get to the point, and do it fast.
- Ensure the first words hook the reader.
- Emojis: A dash of fun is okay, but don’t turn your subject into a kid’s birthday card.
- Ensure emojis match your email’s tone and content.
- Use emojis for brand recognition (e.g., Morning Brew’s ☕️).
- Ignore SPAM Myths.
- Words like “free” are no longer a spam trigger if your sender reputation is good.
- Encouraging email replies.
- Personalize by using job titles, interests, or locations – not just names.
- Disrupt formatting: parentheses, brackets, ellipses, and creative punctuation.
- Capitalize important words without overdoing it.
- Ask, don’t yell: Questions engage. ALL CAPS just gets you ignored.
- Consider intentional typos to grab attention (very sparingly).
- Replace common terms with more engaging alternatives.
- Intrigue them: Mystery sells. Oversharing doesn’t.
- Figures fascinate: Stats and numbers hook attention like nothing else.
- Fear of missing out: FOMO – it’s a real thing. Exploit it.
- Avoid overused or passive-aggressive phrases like “Masterclass” or “As Per My Last Email.”
- Use Subjectline.com for Testing.
- Ensure the first email sent to subscribers has a compelling subject line to encourage future engagement.
Let’s turn those shred unread emails into can’t-wait-to-opens.
