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Writing the Perfect Email Subject Lines

Email remains a smart and cost-effective marketing strategy. It helps to attract and retain customers, and you can pick up information that can be used to improve other digital strategies. According to OptinMonster, over 90% of people over the age of 15 use email. Plus, 99% of people check their email daily – some as much as 20 times per day. Bottom line: No matter what age group you are targeting, email is a great way to reach your audience. 

To make your emails compelling, make sure you are writing compelling email subject lines. Below are some best practices to follow. 

Know who you’re sending the email to.

Think about your recipients. Will they appreciate a bit of humor? Are they busy and need a compelling offer to pay attention? People receive emails all day long, so consider what will entice your recipients to open yours. Remember, you can segment your lists so that you’re always sending targeted emails to select audiences. 

Include the person’s first name. 

Emails get a better response when they are personable. The best way to do this is by including the recipient’s first name in the subject line. This catches their eye and makes the email feel tailored towards their needs. At the same time, it’s not overbearing. Emojis are also a great addition to a standard subject line. 

Treat it as a call to action. 

Most people open their emails on their mobile devices, so keep your subject lines short and sweet. No fluff! Most smartphones only show the first 6-8 words, so put the most important information here. Furthermore, you should make your subject line actionable so that people click and know what to do. 

Create a sense of urgency. 

People hate missing out on great deals and promotions. Include a sense of urgency in your subject line and watch your clickthroughs and conversions soar. Of course, you want to be strategic about this. Only use this tactic when things are limited, such as having a few days left to register for an event or a limited supply of a top selling product. 

Use appropriate grammar. 

We don’t just mean spelling and punctuation. Avoid using all caps, as this looks like you’re shouting at the recipient. It can come across as tacky. Also, limit your use of exclamation points. If you want people to get excited about something, use emojis instead. It’s more engaging than dozens of exclamation marks. 

The best way to know what works for your audience is by split testing your subject lines. Test one element at a time so that you know what’s working for your brand. Over time, you’ll be able to craft compelling, actionable subject lines that make people want to click.