7 tips for creating an email with a subject line that gets opened

Martha Author

Struggling to get your subscribers to open your emails? Check out these 7 tips!

Photo by Brett Jordan on Unsplash

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Email marketing has the highest ROI of any other marketing platform, so it’s a worthwhile investment. It also happens to be one of my favorite aspects of digital marketing.

But what happens when no one is opening your emails?

There is nothing more frustrating than creating a newsletter that provides your readers with immense value to have it sit unread in their inbox because they didn’t think it was worth their time to open.

It is unrealistic to think that every single email you send will be opened by EVERYONE on your list. However, there are a few things you can do to get more of your subscribers to see the value in opening your recent newsletter.

Know your audience

First and foremost you NEED to know who you are talking to. It may take a little trial and error and some practice to nail down, but when you do, it makes writing and targeting your ideal audience much easier. Consider creating a client avatar to help establish who you’re writing to.

Once you’ve created a client avatar, you can really speak to your audience more directly. You can customize your emails for your audience, including directly responding to their pain points.

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Use your stats

Look at your mailing list stats. You can learn a lot from reviewing your analytics especially as you’re building a list. Check out which emails are getting opened more than others. Look at who is opening which emails.

You may need to adjust your language, but you may also need to segment your audience. Many of my non-profit clients have a list with a segment tag for clients and another for donors. That allows them to separate and tailor emails to different audiences.

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Make it clear

Are you creating an expectation for your message when a reader sees your email come through their inbox? Your readers should know what to expect when opening an email. Make your subject line clear and avoid using a misleading subject line.

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You should always use clear subject lines to build trust with your readers. Never promise your reader something to try to entice them to open your email. If you do, plan on seeing massive unsubscribes.

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Keep it short

Keep your subject line under 60 characters and fewer than 9 words. Many emails get read on a mobile device, so the entire subject line may not show. Mailing systems like MailChimp and Campaign Monitor vary in their opinion of how long the subject line should be, but they all agree to keep it short.

You can use the pre-header text to add value, but make sure your subject line stands out within the first 4-5 words. Focus on the first thing the reader sees.

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Share your personality

Do you like emojis or have a specific lingo in your industry? Follow your brand personality and keep it relevant to help get your emails opened.

You can add an emoji to your subject line or entice readers with a connection or an exciting story you are going to share. If I use BFF or LYLAS in my subject line, I’m targeting a very specific group of people who are going to want to open my email. Share your personality and that of your brand even if that’s more serious.

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Be direct

Your audience needs to feel connected and want to open your emails. How do you create connection and desire? Be direct.

Directly address the audience’s pain points in the subject line. You can ask questions, make statements, challenge misconceptions–just be direct. I have a client who is a brilliant photographer. When we’re advertising her photography services, we’ll use subject lines and preheaders like:

• SL: Hate your headshot? PH: Fix it.

• SL: 🛑 self hate. PH: ❤️ your headshot

• SL: “I’ll never look good in photos.” PH: Not if you try this.

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Know when to use urgency and scarcity

If you are offering a limited time deal, discount, or sale, make sure to mention it in the subject line. Create a hook or use specific times that will lead your reader to know that they are running out of time. When people are on a timeline, they are more likely to open the email.

You should avoid using urgency or scarcity too often, or it loses value. And make sure that if you give a deadline, you stick to it.

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Research shows a “good” open rate is 17-28%. Writing emails takes practice and constant review to increase your open rates. By following these quick tips, you will be on your way to getting your emails opened.

Ready to improve your email list this year with a digital marketing partner who boosts a 45-60% average open rate? The team at Martha Warner LLC would love to take the time to discuss how our digital marketing services could benefit your business.

Categories: : writing