Mastering the Art of Subject Lines
A Guide To Enhancing Your Email Open Rates
We've all been there, right? You've crafted this amazing email campaign - you've dotted all the i's, crossed all the t's, and you're just waiting for those open rates to skyrocket. And then... crickets. The open rates are not what you expected, making you wonder what you're doing wrong in your email marketing.
Let me drop a tiny truth bomb: the few words of an email’s subject line are arguably more important than the entire inner contents of the email campaign. *Gasp* I know, it’s kind of scary, isn’t it?
Before you frantically hit the “send” button on your next campaign, ask yourself, how can I improve my subject line for better engagement and open rates? You see, putting so much effort into an email campaign that isn’t getting opened feels discouraging. And trust me, I’ve been there; it’s not fun.
Imagine this - you've spent countless hours, or worse, marketing budget dollars, to create an epic email campaign, but if you don’t take the time to create an enticing headline that speaks to your audience, it's like throwing confetti into the wind.
I’ll confess I’ve been guilty of overthinking subject lines to the point of writer’s block. I've also had my fair share of "ick" moments seeing some subject lines come through my inbox. Believe me, persuading your readers to open the email doesn’t need to be salesy, cheesy, aggressive, or gross.
So, how do I do it? Here's my personal subject line writing process.
Keyword Curation
First, I grab an actual piece of paper and write down all the important keywords inside the campaign. Let's say I’m sending out a casual newsletter about my latest course opening dates, family-friendly vacation spots, and plugs for a cookie dough company I’ve been obsessed with. Some of the words I might jot down at the top of the page could be “dough, kid-proof, vacation, calendar, pencil me in, relaxation”. The list can go on, but I try to limit myself to 15-20 high-quality words.
2. 5 Min. Brain Dump
Then, I set a timer on my phone for 5 minutes (and definitely turn on do not disturb) and start making a list of every subject line related to the words I brainstormed. The goal here is to get it all on paper and decide later, so I try not to eliminate any ideas right out of the gate.
3. Highlight Winner(s)
When the timer goes off, I take a step back and read through all the subject lines. More often than not, 1-3 of them stand out as potential winners. I highlight or circle them and then make a final decision by asking myself a few questions:
4. Final Questions
1. As a _________ (insert client avatar descriptor here), does this subject line resonate? Am I speaking their language?
2. Did I add relevant emojis or capitalize important words?
3. Is it in my brand voice and grammatically correct?
And there you have it - that’s how you craft a winning subject line! If you're managing your email marketing, it’s super important to track how different subject lines perform. While open rates can be tricky, thanks to changes like iOS 14, I recommend keeping a running spreadsheet of your subject lines and the corresponding open rates. This way, you can start collecting data on what your audience responds to best.
To get you started, download this handy subject line hacking PDF, filled with over 20 fill-in-the-blank subject line ideas.
Once you hit that killer subject line and the content within matches it, you’ll be showered with brownie points from your audience. This not only boosts your open rates but also adds to their trust and loyalty to your brand.
Think about it, the time you invest in creating a great subject line doesn’t just benefit you; it benefits your audience by respecting their time and providing them with the content they're interested in right from the get-go.
Remember, great subject lines aren't just about increasing open rates; they are about building connections, engaging your audience, and ultimately, boosting your brand. And believe me, nothing feels quite as good as seeing your hard work pay off with increased engagement, stronger customer relationships, and a growing business.
So, grab your favorite pen, download the subject line hacking PDF, and start creating magic in your audience’s inboxes! Here's to better open rates, stronger connections, and successful email campaigns.
Until next time, happy subject line crafting!