Among the dozens of emails you receive in your inbox, which one do you choose to open and why?
The subject line is the first thing that catches the eye. It’s from there that you’ll determine if you’re going to open the message, right?
So, a “just interesting” subject line is not enough. The emails that really stand out in the inbox always have an intriguing subject, which leads the lead to click to see what’s in that message.
Therefore, what you put in the email subject makes all the difference to open rates.
In this article, we prepared 6 technical tips for you to stand out in the inbox through well-planned subject lines.
Learn more and get inspired with the recommendations below!
Create an emotional conection
Gaining people’s trust is the beginning of a good relationship. That’s why emotional appeal is part of marketing strategies. An emotionally connected lead is much more likely to engage.
Personalization can create a bond with the reader. Calling him by name is a way of showing that he is identified as unique and that you know him.
Knowing what to put in the subject of the email and working this together with customization, you gain credibility with your leads.
But inserting people’s names into the message is not enough. To get closer to their emotions, you need to get to know them better, knowing their habits and preferences.
The more data collected about your lead, the more personalized the emails can be. You can start by extracting information using registration forms.
Ask questions that go beyond name and email. You can get to know the reader’s preferences through a form with targeted questions.
For example: between X and Y, select which one you prefer.
In addition, data such as birthday and other more personal data can help you create specific actions. But be careful not to be invasive!
Now that you know how to start building a relationship with your audience using online forms, remember to ensure you have a valid email list.
But how to make subjects that catch the attention of the lead? That’s what we’ll see next!
1. Urgency in the Inbox
In the subject line, you can use words that convey a sense of urgency or scarcity to encourage leads to take an action.
The mental trigger of urgency can influence decision-making, boosting the lead to conversion (which does not necessarily have to be a sale).
Since we’re talking about an email that stands out in the inbox, a conversion action could simply be opening the message.
Both the urgency trigger and the scarcity trigger are stimuli that use time to persuade. “Today only” or “Only X units left” are some examples.
Use mental triggers wisely. Keep in mind the customer’s journey and the stage of the funnel they are in.
If your subject line isn’t conditioned to solve a lead’s problem, there’s no point in having a high open rate for later having an equally high number of unsubscribes in your email marketing campaign.
There is also no point in investing in email communication without validating your lists. Email verification can optimize your campaigns because it strongly contributes to the arrival of emails in the inbox.
2. Innovation and creativity
Arouse the curiosity of the reader by making a question. It could be an interesting question, an intriguing statement, or a preview of exclusive information.
“How much time do you waste on public transport?”, “Only for anime lovers”, “Check out this opportunity!” are some examples of provocations that can encourage your lead to see what’s inside the message.
The use of emojis can also be highlighted when choosing what to put in the email subject. As a visual aid in the middle of the text, they naturally catch the eyes.
But remember that this visual resource must be used with moderation, so as not to tire the recipient of the emails. After all, it is a tool to be explored occasionally in the subject line.
3. The best approach to the inbox
Run A/B tests with different subject lines to find out which ones drive the best results.
Try different approaches, use keyword variations, and measure open rates to identify what works best for your target audience.
With A/B testing, you can learn which items generate the highest open rates:
- What are the best lengths for the subject line.
- Whether to use an emoji or not.
- Whether to use an exclamation or a question mark.
- If you advertise a product or a promotion.
And so on. The important thing is to capture your lead’s preferences and communicate with him according in the best way.
4. Pay attention to the pre-header
Pre-header is the phrase that appears right next to the title. It is usually the beginning of the email text that is on the inside of the message.
This part of the email is also called supporting text. It’s important to think of it as a complement to the subject of the email.
A well-planned pre-header helps to highlight the message in the inbox and, consequently, to increase the email open rates.
An ideal supporting text is one that complements the subject line. See some examples below:
- Know 3 magic words to sell more | and the top 5 strategies.
- The best pastry shops in town | Irresistible desserts.
- Only for those who like to undertake | Find out which online businesses stand out the most.
Take into account the length of sentences. We will discuss this in more detail below.
5. Less is more
Subject lines and pre-headers should be spot-on and concise.
Remember that your message will be among many others, and it is essential that the reader absorbs the entire content of the subject line + the pre-header in just one glance.
The decision to open an email happens very quickly. So keep it short.
See recommended sizes for best use on desktop and mobile:
- Subject lines should not exceed 50 characters.
- Pre-headers must be a maximum of 55 characters.
Use subject lines and pre-headers as minimally as possible, as in the example below.
BEFORE: The best promotions for buying, selling and renting real estate | Find the place of your dreams.
AFTER: Find your place here | Promotions for purchase, sale and rent.
The more concise the texts are, the more you guarantee that your lead will fully absorb the content on computers and cell phones.
6. Beware of the Inbox Promises
Imagine someone receiving the email below:
Subject line: Enjoy free music for 1 month
Pre-header: Get to know our app and start singing around
And the content of the message says that the reader will have access to the app for free, provided that he fills out a form providing personal data and that he also subscribes to the company’s newsletter.
The promise in the email is not a lie, however, it omits the real conditions for the action to take place.
In digital strategies, it is necessary to pay attention so that the content does not cause frustration in the public.
Once the reputation is tarnished, it is difficult for you to recover your leads, and winning new ones is practically impossible.
The same happens with professionals who work with email marketing. It is necessary to be aware of the reputation of message senders, who run a high risk of being classified as spam, if their email lists are not validated.