Subject Lines That Work: 10 Tips To Skyrocket Open Rates

You can only make the first impression once… and so do your emails. The subject line is the first thing someone sees when they open their inbox. It’s the gatekeeper of your content and often the deciding factor in whether your email gets opened. That’s why crafting an attractive email is one thing, but getting your audience to actually open it is where the real challenge lies. 

With the average person receiving dozens, if not hundreds, of emails daily, standing out in a crowded inbox has become more challenging than ever before. So how to make people open your emails and not send them straight to the trash? Let us walk you through proven techniques to craft compelling subject lines that boost your email open rates.

Table of contents

Tips for effective subject lines

• Personalization
• Sense of urgency
• Pique curiosity
• Clearly state value
• Use numbers and lists
• Add questions
• Use emojis
• Keep it brief
• A/B testing
• Avoid spam trigger words

Wrapping up on effective subject lines

Tips for effective subject lines

What makes a subject line truly effective? Is it clever use of words, the promise of value, or the art of creating intrigue? The truth is, it’s a combination of various factors, each playing a vital role in capturing attention and encouraging engagement. 

We will explore many strategies that appeal to different audiences and goals. These strategies include personalization, creating a sense of urgency, sparking curiosity, and highlighting value.

Personalization

Personalization has emerged as a cornerstone of effective email marketing, and for good reason. Personalized subject lines grab your recipients’ attention and create a sense of individual relevance. You can include your subscriber’s first name, but this technique goes beyond that. It’s about leveraging other data you have about your subscribers to craft a subject line that makes your message special. 

Studies have shown that emails with personalized subject lines are 22% more likely to be opened, and subject lines with the recipient's first name have a 26% higher open rate. However, it's crucial to strike a balance – overuse of personalization can come across as creepy or invasive. Always make sure that your personalization efforts align with your brand voice and the expectations of your audience.

Examples:

 “[First Name], here’s an exclusive offer waiting just for you!”

“Discover [Product] inspired by [City/Country]”

Sense of urgency

Urgency is a powerful psychological trigger that can motivate quick action. Time-sensitive language encourages people to open your emails. Using words that create a sense of urgency can increase open rates by up to 22%. 

You can use countdown timers, limited-time discounts, or emphasize limited stock. Remember that false urgency is not only illegal, but it can also erode trust and damage your trust reputation. Instead, focus on real offers or genuinely limited opportunities. 

The key is to clearly communicate why acting now is in the recipient’s best interest. When used well, urgency can boost open rates and drive conversions. It encourages recipients to engage with your email content right away.

Examples:

“Last chance: Our sale ends at midnight”

‘Only 5 spots left for our webinar - register now”

Pique curiosity

Curiosity is a fundamental human trait that marketers can leverage to great effect in email subject lines. Grab attention by creating mystery or suggesting valuable email content without revealing everything.

This technique works by activating the brain's reward center. The anticipation of new and useful information is a strong motivator.

To spark curiosity, your subject line should offer something interesting or valuable. However, it should also keep some mystery. This will encourage the recipient to open the email to learn more.

Be careful not to step into clickbait territory, though. Your email content should always deliver on the promise of your subject line to maintain trust and engagement. A well-crafted curiosity-driven subject line can greatly increase open rates and engagement. Recipients want to satisfy their curiosity and discover what’s inside.

Examples:

"The surprising truth about weight loss"

"You won't believe what we're giving away..."

Clearly state value

In today’s world, where time is so precious, people are more likely to engage with content that offers clear value. By clearly stating the benefit in your subject line, you give readers a strong reason to open your email. When reading your subject line, people should be easily able to answer the question: “What’s in it for me?”. 

Your value proposition could be anything from practical advice and exclusive offers to entertainment or emotional benefits. It should be specific and relevant to your audience.

Avoid vague promises by focusing on concrete benefits that align with your recipients’ needs and interests. Remember, the value you promise in the subject line must be in the email body. This keeps your credibility strong and helps build long-term engagement.

Examples:

“Boost your productivity with these 5 simple tricks”

“Save 50% on your next purchase inside”

Use numbers and lists

People are naturally drawn to numbers and lists as they are easily digestible and structured information. Using them in your subject lines can help you catch the recipient’s attention. This makes your email content feel more real and easier to read. 

This technique works because your audience knows what type of content to expect. They also understand how much time they will need to read it.

Odd numbers usually perform better than even numbers. Also, specific numbers are often more effective than round numbers. For example, "7 tips" works better than "10 tips."

Lists also satisfy the human tendency to categorize information, making it easier for our brains to process and remember. Please remember to keep your promise from the subject line. Provide the stated number of points clearly and simply. 

Examples:

“Learn how to improve your credit score in 5 minutes”

“3 mistakes that are killing your social media engagement”

Add questions

Questions in subject lines immediately attract the reader's attention and directly engage their mind. When someone encounters a question, their brain automatically begins to formulate an answer. By doing so, it creates immediate engagement with the content. 

Questions also activate curiosity and self-reflection. But, it has to be relevant to the recipient’s interests or pain points to be effective. Your audience will seek the answer within your email. 

Consider using open-ended questions as they tend to encourage more thought and engagement. Remember to provide a satisfying answer or solution to the question posed in the subject line.

Examples:

“Are you making these common investing mistakes?”

“Ready to double your website traffic?”

Use emojis

In the era of digital communication, emojis have become a universal language of their own. Subject lines with emojis have a 56% higher open rate than those without. It’s because they make your subject line more visually appealing and help it stand out in a crowded inbox. 

Emoji can also set the tone and sentiment quickly. It is particularly useful given the limited space in subject lines. But, use emojis carefully and ensure they’re relevant to your message and brand voice. If you overuse emojis or use them inappropriately, your emails may come across as unprofessional or spammy.

Also, remember that emojis can look different in various email clients. Be sure to test your subject lines before sending. When used correctly, emojis can significantly boost open rates by making your emails more eye-catching and engaging.

Examples:

"Summer savings inside! ☀️🏖️"

"New podcast episode drops today 🎧"

Keep it brief

We’re living in an age where attention spans are shorter than ever so keep your subject lines concise and to the point. Each word in your subject line should serve a purpose, whether it’s to inform, intrigue, or inspire action. 

Also, keep in mind that many people check their email on mobile devices. Make sure your full subject line is visible on most of these devices. Aim for 40 characters or fewer or 6-10 words to make your emails more likely to be opened by your audience. When crafting short subject lines, focus on strong, evocative words that pack a lot of meaning into a small space.

Examples:

"Flash sale: 24 hours only"

"Your May statement is ready"

A/B testing

A/B testing, or split testing, is an important method for improving your email subject lines. Can’t decide which subject line will perform best and make people open your emails? Experiment with different versions and see which ones resonate best with your audience.When using Elastic Email, you can easily and conveniently run an A/B split test for your subject lines. When creating a new campaign, choose the A/B test.

After you choose your audience, you can create different versions of your subject line and email content.

After you send your campaign, a small sample of each version will go to 10% of your recipients. Based on the results, the system will choose the best version. This variant will be sent to the rest of your audience.

Avoid spam trigger words

Spam has become an omnipresent and serious problem for email service providers. That is why they have become increasingly sophisticated in filtering out unwanted messages.

We already know certain words and phrases can trigger these spam filters. When you’re sending wanted and valuable emails, it may be a problem if you happen to use these phrases. It can dramatically reduce the chances of your email reaching the inbox.

So, you should pay special attention to what words you use in your subject lines. Common trigger words include terms like “free,” “guarantee,” and “no obligation.” Using too many capital letters or exclamation marks can also be a trigger. The list of spam trigger words is extensive and constantly changing, so you should check it online regularly. 

Keeping up with these lists is one thing, but you should also remember to keep your language clear, honest, and not overly sales-focused. Make sure you convey the value and relevant content to your audience. 

Examples:

Instead of: "FREE GIFT! Act Now!!!"

Try: "A special thank you gift awaits inside" 

Or: "Limited time: Claim your bonus reward"

Wrapping up on effective subject lines

Crafting effective email subject lines is both an art and a science. By implementing these techniques and continuously testing and refining your approach, you can significantly improve your email open rates. Remember, the best subject line is one that resonates with your specific audience and aligns with your brand voice. Keep experimenting, analyzing your results, and adjusting your strategy to achieve email marketing success.