Email subject is one of the most fundamental aspects in email marketing. Most of the time, emails with poorly written subjects are automatically placed in the Spam folder. Furthermore, they can smudge your reputation as a professional.
Fortunately, there are many ways to increase your chances of driving email opens and driving sales through this marketing channel. In today’s post, we will share six great tips for email marketers on how to write a catchy email subject that attracts prospects.
1. Utilise The Bystander Effect
Based on a simple concept in psychology, the Bystander Effect states that “the more people that are present in a situation, the less likely someone is to feel accountable to step up to help or take part in the situation”.
How does it relate to the email subject? Mostly, email marketers often send emails on a bulk. However, the best way to get your emails opened is to make the customer feel like they’re the only one receiving the email. For example, an email saying “Charlotte, we are giving you 30% off for this week,” is more likely to be opened than an email saying “20% off sale!”.
People like to be treated as someone special, and by doing so, you will get their attention in no time.
2. Utilise The Social Proof
Social proof is the another psychological concept where people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior. One common way email marketers use social proof is by leveraging experts. They put names, quotes and testimonials from people who have gained good credits on their field.
Now it’s your turn. If you can get some testimonials from experts who own a positive reputation as your email subjects, people will see your emails more positively by good association, rather than just a disturbing spam.
3. Keep It Clear and Concise
There is an old adage: “If something can be said in three words rather than three sentences, then three words will definitely prevail.”
In the sea of daily promotion emails, writing a short and compelling subject is your advantage. However, most marketers are swayed by this idea and strive to put the shortest email subject without thinking about the meaning. That can definitely be an issue.
Keep your subjects as clear and concise as possible and you will get the desired attention.
4. Going Mobile
Withe the booming of mobile world, emails are often opened from mobile devices. Thus, you need to think about the mobile version of your email as well. Distracted mobile readers are scrolling through emails like they would on a social media newsfeed, so it’s important to make your subject lines short, clear, and personal.
One other thing you need to optimize is your preview text. This is the little line of text that shows along with your subject line in your inbox, allowing your reader to “peek” inside your email. Make it as descriptive and appealing as you can. If you cannot persuade your reader with your title, this is your “secondary weapon”.
5. Be Bold
“Why the hell not?”
80% of quirky or daringly peculiar email subjects, like our example above, attract people to open it. Writing a daring email subject can be daunting sometimes, but if you can pull it off, you will get some unexpected responses. Still, just keep in mind to be polite all the time. Never use harsh, intimidating or insulting words for your subject lines.
Furthermore, an attracting email subjects will do nothing unless you have superb content. Always keep your “controversial” subjects aligned with the contents.
6. Use Interesting Punctuation and Capitalisation
This is another lifehack that will help you grab your recipient’s attention: Use unique capitalisation and punctuation. That said, this is one tips that you do need to watch out for. Lowercase letters should not get you in trouble and can be quite cute. However, typing in all caps and using trigger words like “FREE” or “SALE” can get your emails capped in the head and dumped to the spam folder. Make it relevant and you will gain a successful email campaign.