BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Edit Story

Three Tips For Writing Marketing Email Subject Lines People Actually Want To Open

Sales, marketing and branding expert. CEO of GoPromotional, distributor of promotional products with a focus on online business development.

When was the last time you sent an email? Did you know that, according to Statista, roughly 306 billion emails were estimated to have been sent and received every single day in 2020? There are only about 7.7 billion people on Earth. Let that sink in. Now, ask yourself this: How many of the emails you receive every day do you actually read? More specifically, how many of the promotional emails you receive do you open at all?

With all the benefits of the information age, it’s important to remember that we’re utterly swamped with information to an extent we’ve never experienced before. So if you want to get through to people — if you’re an e-marketer whose goal is to reach as many targets as possible via mass emails — you’ll have to put in some thought and get creative. This is a game of subject lines, and your job is to master it by crafting engaging, inviting, tempting and even daring email subject lines that will grab attention — even if it’s just long enough for a click.

The fear of missing out is your ally.

FOMO is real, and it’s powerful. For the uninitiated, "FOMO" stands for "fear of missing out," and while it may be a behavioral trend brought about by our rapidly developing internet infrastructure, it is a valuable marketing tool. No matter what you’re missing — a new blow dryer, a different kind of juice or a wedding — the point is that you’re missing something. Maybe you just don’t know about it yet.

FOMO will be of great use to you as you draft up effective subject lines. Don’t just stop with basic additions such as "act fast," "for a limited time" or "while supplies last." Go all the way and use numbers. What makes you want to move faster: "while supplies last" or "three hours left?" The fewer details, the better. This is all about getting your target to open the email. Don’t worry about telling them what ends in three hours. Let them find out for themselves.

Less is sometimes more.

We’re all busy. Nobody has time to read your spiel. Yes, that even includes your 10-word subject line. How many of the hundred emails you received today had 10 words in their subject lines? It adds up, and, at some point, it just looks like alphabet soup. Crafting an email subject line is all about visuals. In my experience, a short, quippy subject line can catch the eye of someone looking at their email inbox because it helps break up the sea of text.

Consider shortening a subject line such as "New jeans from Lucky Brand, Calvin Klein, Collection by Michael Strahan and more" to something more like, "Lucky. Calvin. Strahan." You can call it a laconic method if you want, but when you treat every word like it’s a scarce commodity, they instantly appear more important.

Laugh it up.

I think we can all agree that email is no longer the stuffy, daunting, formal affair it may have once been. Email is something we do without even thinking. It’s on our phones. It’s how we confirm toothpaste orders. It’s like socks: totally ubiquitous. And consider this: More and more, your target audience is made up of people who weren’t even born before email was invented. These consumers grew up in the beginnings of a post-advertising era, when I believe traditional advertising began to lose its grip. They know a promotional email when they see one.

The solution? Laugh it up. Be a little self-aware. I've found that millennials and Generation Z pick up on self-awareness, and they appreciate it. Make fun of yourself a little; it can’t hurt. Switch out your stock enthusiasm for deadpan humor. Be honest. Instead of, "This week's top picks just for you," for example, you could try, "We want your money." The content matters, but what matters more is getting your target interested.

Remember, the meat and potatoes are in the body of your email, but the subject is your alluring dessert. You can have dessert before dinner — as long as you eat.


Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?


Follow me on LinkedInCheck out my website