Why do you need a good subject line for email marketing?

Your recipient’s inbox can become a crowded place and competing against multiple brands for their attention can be difficult but standing out from the crowd is crucial. 

Crafting subject lines that intrigue and engage your subscriber base is essential to sustaining open rates. 

The majority of emails are opened and read on phones so ensuring your subject line is mobile-optimised is a great way to improve open rates. People quickly scan their inboxes to determine the order of prioritisation for opening emails and you want your subscriber to engage and interact with your email, so you need to stand out from the crowd. 

However, the only way to discover the best way to connect with your audience is by testing. Using our best practices and top tips will help you find your optimal subject line structure.

Best practices to make a good subject line

Personalise your subject lines

Personalising subject lines with your subscribers’ first names, dynamic variables, or interests is a brilliant way to connect with your subscribers and improve brand loyalty. No two emails should be the same.

Evoke a sense of urgency and curiosity

Creating a sense of urgency is a great technique when promoting a sale or event as it creates a countdown and their inbox isn’t flooded with emails that could be perceived as spammy.

Furthermore, generating curiosity around your brand can lead to intrigue from your subscriber base. It is a human instinct to explore what is inside the email, therefore enticing them to open your email quickly and see what is inside.

Less is more

As a starting point, making sure you get straight to the point is necessary as the majority of email opens are via mobile devices. Using fewer characters can make sure that the whole subject line is being read.

The length of your subject lines can impact your open rate. It is known that short and snappy perform better than long-winded subject lines.

Ensuring you use concise language is another effective way to ensure subscribers read your entire subject line and can correctly recognise what is within the email. 

Include an offer in the subject line when you can

Subscribers want new experiences, so providing readers with offers such as discounted sales or gifts will intrigue your customers. This can help increase your conversion rate. 

Creating exclusivity is a great method to build brand loyalty. Using language such as “Just for you”, “You’re invited” and “Exclusive! Handpicked just for you” compels subscribers to open your email. This increases the possibility of your customers purchasing again and therefore improves your click and conversion rates.

Use a friendly and engaging tone of voice

Talking directly to your subscribers will grab their attention, as people relate to people. Creating a conversational relationship with your subscriber base is great for increasing open rates, which can lead to your conversion rate improving.

Don’t be afraid to use emojis

The use of emojis can be a great way to attract your subscriber’s attention. However, don’t overdo it and replace your words or language with emojis. Use them to magnify your brand’s message. There is a correlation between open rates falling and the use of emojis increasing.

Finally, don’t forget about preview text. Use this to your advantage and give your subscribers a hint or sneak peek into what is within the email. 

Overall, improving and focusing on how your subject lines perform is critical to increasing your open rates. A great way to determine what method resonates best with your subscriber base is AB testing. Using the best practices previously mentioned is a good starting point.

Do you want to take your email marketing to the next level? Get in touch today with MIRA Marketing. We have a team of experts at our Newcastle digital marketing agency ready to elevate your email marketing!