Writing a subject line that will inspire receivers to open an email can be a big challenge for professional communicators, especially if the same message is going out to a large number of people. Thankfully, there are effective ways to personalize mass emails, include just the right information and make them more intriguing for each recipient.
The members of Forbes Communications Council are well-versed in email outreach, and here they share their best tips for capturing the audience’s interest right away via the ever-important subject line. Check out 20 members’ insights below to learn their favorite tricks for writing a compelling subject line to improve email open rates, and why they are so useful.
1. Use Innovative Language To Preview Message Content
The subject line of an email is a sacred space. Despite its real estate value in terms of messaging, the area doesn’t always get the respect it deserves. Selective word choice is paramount. Catchy words catch more eyeballs. Relevancy relates. But my special sauce is innovative language to preview upcoming message content. Less is more, and creativity rules the roost! As a marketer, it’s in my DNA. – Shanita Akintonde, ShanitaSpeaks, LLC
2. Utilize Subject Line Software Tools
I utilize subject line software tools to facilitate effective brainstorming for optimal solutions. Among my preferred choices are Subjectline.com and SendCheckIt.com, although there is a wide range of other options available. These systems possess the capability to evaluate and assess your existing subject line, offering insightful recommendations for enhancements. – Chris d’Eon, Gerson & Associates
3. Write A Value-Based Title In Twitter Style
The more information burden your reader is exposed to, the harder it is to deliver the information itself. The title should include the case description and action required. For one thing, this makes your email easy to read, and for another, it creates the feeling of control and predictability—your reader knows what to expect and can estimate the time needed to act. – Iryna Manukovska, XME.digital
4. Use Emojis To Turn The Verbal To Visual
At a minimum, emojis convey tone and feeling: Is this a solemn warning or an exciting opportunity? But they can also catch the reader’s eye in an inbox flooded with simple text. The emoji becomes a point of differentiation for your email, while requiring very minimal effort from your audience (no reading required!). – Ellen Sluder, smrtPhone
5. Be Careful Not To Overdo It With Emojis
Using relevant emojis in the subject line of an email has helped us achieve a higher open rate. Be careful not to overdo it with multiple emojis or ones that do not relate to the email’s content. Putting the emoji at the beginning will also help the email stand out for a better chance of being opened. – Sarah Lero, A.L. Huber
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6. Use Curiosity-Piquing, Benefit-Centric Headlines
Subtly hinting at the content without revealing everything sparks intrigue, enhancing the likelihood of your email being opened. It is strategic, leveraging “curiosity gap” psychology and captivating the receiver. Highlighting the potential benefits amplifies the attraction. This method is a potent enhancer for open rates. – Marie O’Riordan, EML Payments
7. Reflect Need, Purpose Or Value To Create A Connection
The key trick for any piece of marketing copy—be it an email subject line or an out-of-home poster—is to catch attention. The subject line has to stand out and be distinctive while at the same time creating an emotional connection by reflecting a need I have, a purpose that resonates or a potential value I gain. Creating a human connection is core to memorable communications. – Nina Etienne, SumUp
8. Be Clear On Action Items In Internal Communications
Approaching this from an internal communications perspective, rather than a demand-driven one, clarity is paramount when stakeholders are time-poor. It’s not very exciting, but using simple statements such as “feedback required by [date]” or “now resolved” helps with email hygiene for busy executives. Be clear if there’s an action for them. – Karen Quinn, Finastra
9. Leverage Urgency And Exclusivity To Create FOMO
In B2C email marketing, harnessing the power of urgency and exclusivity in subject lines is my top tip. Phrases such as “limited time offer” or “exclusive deal for [name]” leverage a customer’s fear of missing out. It can be a recurring strategy, as it sparks immediate action, propelling higher open rates and enhancing customer engagement. – Nicole Braley, Inception Fertility
10. Include Personal, Clear, Bite-Size Branded Phrases
It’s no secret that a strong email list and a well-crafted email can energize your business community—be it a staff, customer or member circle—as well as boost the return on investment. Personal, clear, bite-size branded phrases in the subject line will resonate with readers, are easily digestible and increase open rates (which can increase conversions and sales). The brand voice should echo in the phrase. – Ashleigh Chevalier, Level Up Collaborative
11. Don’t Bury The Lede
Ask yourself, “What’s the one- or two-line summary of this info?” Then lead with that in both the subject line and the short “TL;DR” (too long, didn’t read) up top to ensure that executives who don’t scroll also don’t miss any valuable info. This not only ensures message resonance, but it also serves as a forcing function for you to become crystal-clear on the goal for this content. – Catherine Anderson, Cityblock
12. Be Honest And Include A Clear Summary
What works best is honesty and a clear summary. Ensure that the person who clicked through didn’t do it out of curiosity (because it’s clickbait), but rather because they were really interested in the topic. Recently, we’ve seen higher open rates and subsequent click rates for emails where the subject line immediately offers some value, such as, “Discover your digital experience maturity level: Take the quiz.” – Jenda Perla, Kentico
13. Stop Insulting People’s Intelligence
These days, people try to get too cute with their subject lines. You might induce the open, but you’ll cause anger when the recipient realizes they’ve been duped. My personal favorite is “[your company] X [my company]”—it’s simple, honest and treats the recipient with a level of respect that can’t be beat by other “clever” turns of phrase. – Patrick Ward, Formula.Monks
14. Keep It Short And Sweet; Check Your Analytics And Inbox
First, keep subject lines short and sweet (the shorter, the better). Second, check your analytics. What subject lines have worked best lately? Try a slightly different version of those for your next message. Third, what subject lines have enticed you to open an email? You’ll find some of the best inspiration right in your inbox, as long as you make those subject lines your own. – Melissa Kandel, little word studio
15. Use Specific, Actionable Language And Puns
If you want your email to be opened more often than a can of soda on a hot day, try using specific and actionable language. To really stand out, throw in a pun or two, such as, “Donut miss out on our sweet deals!” or some startling metric, such as, “You are the 1% who can make a difference!” This trick will catch the attention of even the most skeptical receivers and keep them coming back for more. – Sowmya Moni, Incture
16. Get Straight To The Point; Set Clear Expectations
Subject lines that can quickly summarize the main point and content of the email take out any guesswork for readers and set clear expectations about the content. If you’re vague in the subject line, your audience may choose not to click or read more because they don’t know what they’ll get out of the email. Clarity is welcomed in a world of busy inboxes. – Victoria Zelefsky, The Menkiti Group
17. Utilize Conversational AI Tools
Utilize conversational AI tools to enhance subject lines by analyzing the success of previous campaigns, understanding your target audience and aligning with the content of your email. I’ve found great success by feeding analytics on past emails into these tools, along with a handful of current ideas. Combining a skilled copywriter or marketer with these modern tools unlocks many opportunities. – Kurt Uhlir, eXp World Holdings
18. Solve Readers’ Needs And Connect With Their Desires
Email subject lines that solve the readers’ needs and connect with their behavior and desires perform best. Straightforward language describing a problem being solved by your email performs well, such as, “Discounts on last-minute Labor Day must-haves for your BBQ.” This sample doesn’t ask a question. Instead, it presumes the reader needs help remembering items and entices the click with a discount. – Kimberly Osborne, UNC Greensboro
19. Use Personalized Subject Lines
Incorporating the recipient’s name or mentioning a specific offer piques curiosity and increases relevance. This technique grabs attention in a crowded inbox and boosts open rates. Personalization fosters a sense of connection, making the email more engaging and valuable to the recipient. – Jonathan Shroyer, Arise Gaming
20. Make Subject Lines Part Of Your Brand Identity
If you have a distinctive brand voice, make sure your subject lines speak the same language. This can help recipients quickly spot your emails in their inbox and connect them with your brand. This tactic truly works best if you are also delivering engaging content that helps your messages stand out in the inbox and that your recipients enjoy reading. – Tom Wozniak, OPTIZMO Technologies, LLC
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