How can you write a subject line that sells?
When it comes to email marketing, your subject line is everything. It’s like seeing gift wrapping on a present. Even subconsciously, your favourite bag or wrapping paper is usually your favourite gift to open. But, with so many emails being sent out by brands each day, what can you do to ensure your email subject line stands out and resonates with your crowd?
Here are some of our favourite tips:
Use personalisation in your subject lines
Different emails will serve different purposes, so not all need to feel personalised. However, emails that announce a sale or update customers about their order process will usually experience higher open and click rates when you pop some personal details inside.
In the example of a welcome email, you could add your customer's name. Let’s call her Jane for now. Instead of saying, 'Welcome to Email By Design,' we would write, 'Welcome to Email By Design, Jane.' It may not seem big, but using this personalisation token allows your customers to feel like you’re speaking to them directly, forming connections and loyalty, even after only sending one email.
In an example of a post-purchase thank you series or a transactional email, you could write something like 'Your Email Services Will Start Soon,' instead of 'We Will Commence Shortly.' This is because specifying your product name or type can feel all the more specific, showing your brand’s attention to detail and improving the quality of your service, even before it's begun. It can also prime your customers to prepare for a second or third purchase down the track, forming the basis for long-term loyalty.
Keep it short
The internet attention span isn’t what it used to be. In an era where apps, such as TikTok, have taken over, attention spans are slowly, but surely, getting shorter and shorter. So, play into this. Instead of writing something like ‘We have attached a welcome offer inside this email,’ try to use as few words as possible. An alternative would be ‘Your $10 voucher is inside.'
Use emojis
Emails are relatively black and white, especially if your customers haven’t customised their inboxes. So, a pop of colour can go a long way. Try adding emojis relevant to your products, as these allow your customers a sneak peek into your email before they’ve even opened it. If you also always use the same series of emojis, you can build great branding through this, too, meaning your customers may not even need to read your subject line before they’re ready to open up and shop.
Always be honest
This may seem like a strange one, but it is 100% required to maintain good email open rates in the long term.
You may have identified that emails, such as ones announcing a sale, do the best for open and click rates. However, misleading your audiences that you’re having a sale to boost opens and clicks can impact you negatively in the long run. This is because it builds a basis of distrust with your customers, meaning they may become avoidant to your emails. While it may allow you to see a quick influx at first, you may soon notice rapid decreases in email interactions and online sales, which may mean you need to nurture your database from the bottom again.
So, even if it’s not as exciting as a mega discount or a freebie, keeping it real with your database will show that you are reputable, honest and trustworthy; three requirements for building a loyal, long-term customer base.
The Email By Design team is here to help
At Email By Design, we understand what makes customers open and engage with emails. Looking to transform your copy and designs to improve your email marketing? Get in touch with us to get started.
