Email Subject Lines: 9 Copywriting Techniques to Boost Open Rates

Email remains one of the best channels to reach, convert and retain customers. However, it is becoming harder to be noticed in people's inboxes. According to Statista, by 2025, 376 billion emails will be sent and received worldwide each day. This is an increase of 28% over 2019.

It is now more important than ever to write engaging subject lines for email messages. Only one chance to make your message stand out and grab the attention of your reader enough to open it.

How to create the perfect email subject line

These nine copywriting strategies will help you create attention-grabbing subject lines that increase your email open rates and improve your email opening rates.

1. Use no more than five words

A Yesware study showed that open rates were highest when email subject lines had between one and five characters. A Marketo study found that subject lines of around 41 characters, or seven words, resulted in more engagement.

Businesses often try to pack too much information into one message. Marketing is all about less. Email subject lines as short and sweet as "Products celebs wear" or "Deals that you cannot miss" will convey the message and attract attention.

The subject line should not exceed five words. Instead, place the most important information at the top. The subject line of an email should be short and concise to grab the attention of the reader.

2. Use numbers in your email subject

Numbers make your subject lines standout and add credibility to your message. Yesware found email subject lines with a number had higher open and reply rates than the average.

Incorporate a statistic taken from a survey, time-saving figure or discount percentage figure. You can break style guide rules and write numbers that are less than 10 in numerals.

Here are some examples of data-driven subject lines

• Take 40% off your order today
• "15 ways you can save energy"

Infographics are a popular content piece that often contains data and statistics. Include an infographic in your email body and then tease it with data from your subject line.

3. Inspire or make a promise

Make sure your subject lines are interesting or contain a promise to create compelling headlines. You can use questions to create interest or promise information about how readers will achieve your goal. Take this example:

• "David, your home is priced to sell quickly?"
• Jane, here are some ways to increase the value of your home.

Like any marketing you should be aware of your customers' problems and use them in your email subject lines. It will be difficult to resist a promise or answer to their problems.

Be sure to keep the subject line in your email copy. In the body of the email, you should reveal the answer to your question and/or reveal what you promised. You risk provoking a negative response from your reader, and possibly even an unsubscribe.

4. Personalization and conversational language can be combined

Numerous studies have shown a correlation between personalization and higher engagement. Personalized subject lines can increase open rates by up to 50% . This is a well-known fact, but many businesses underestimate the power of personally addressing their reader.

Your email subject lines should sound more like a conversation with a friend. Your email open rates will rise if you use phrases like "Linda we don't want to you miss out" and "This will look great on you, Linda".

5. Sharpen up your unique voice

You need to stand out from the rest in a crowded inbox. Your competitors won't be able to replicate your brand voice and personality.

Use language that is personal to you and that complements your personality. Use unconventional words to make your subject lines memorable. Humor can be a powerful tool to make your inbox more unique.

Fabletics, an activewear retailer, combined brand personality and insight into the needs of their customers to create this subject line: "Your butt looks great in these exercise pants!" You can clearly see how this email stands out.

Groupon is a master at humor. As you can see, this subject line says: "Deals that Make Us Proud (Unlike our Nephew Steve).

Your customers will be more inclined to read your copy if you have a personality for your brand and a distinctive voice in the copywriting department.

6. Use the title case

While there is no magic formula to guarantee higher open rates found that subject lines written in title case were slightly more effective. It seems to give authority to the message when the main words are capitalized.

Split testing two identical subject lines is possible - one in title and one in sentence. Measure the open rates for each variant. One word, such as the ones in these examples, can make your email standout in an inbox.

• "We miss you"
• FLASH Sale Today Only

7. Try out emojis

An emoji can make your message stand out in inboxes by putting it in the subject line. Experian estimates that emojis can increase open rates by up to 45%.

Emojis may not be a good idea in all cases. Emojis may not be appropriate for businesses that are B2B or more formal such as law offices or accounting firms.

Split testing the subject line with an emoji or without can be a great way to experiment. Make sure to test your subject lines using emojis on different platforms and devices. Some emojis may display incorrectly, and it can look like a mistake.

8. Make second-person pronouns

Subject lines can be instantly enticing with second-person pronouns like "you," your," "yours" and "yourself". They make your message and business more personal.

You can make your customer feel special by saying "You won't want to miss it" and "These jeans would look great on you" to make them feel like they are familiar with you.

Don't write about your business, but the reader. Your email should be about the reader and how they will benefit. To make your message more personal, you can use a second person pronoun if you don't know their names.

9. You should use the FOMO technique frequently

Marketing is not new. FOMO (fear-of-missing out) is a common marketing strategy.

It can backfire, for example, "Peter your 20% discount expires midnight." It can lead to mistrust and damage to your reputation if you offer a limited-time promotion one week and then offer another similar promotion the next week.

While loss-aversion strategies can be an effective tactic to increase engagement, it can become annoying. It can be annoying and seem unauthentic if you do it too often. It can be used periodically to increase email open rates. However, it should always be done honestly and with care.

Your open rates will increase if you have a well-written email subject line

An email list is an essential part of any business's marketing strategy. Effective subject lines are essential for email marketers as marketing is becoming more competitive.

These copywriting tips can make your email stand out, even though there is no magic bullet to creating the perfect subject line.

Combining two or more of the strategies listed here will give you the best results. Don't be afraid of trying new things. You can test and compare different versions and then measure the results to determine which version is most effective for you and your audience.