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Hook your Readers with Attention-Grabbing Headlines

As many as 47% of email subscribers base their decision on whether to open an email solely on the subject line.  So, to capture the attention of up to half your subscriber base, it’s crucial to write a compelling subject line on every email you send. If you don’t get that right, your customers will hit delete faster than you can say, “did you get my email?”

For our clients across the architecture, design, construction, real estate and professional services industries, email marketing is more crucial than ever. With that in mind, here are 5 techniques we recommend to write attention-grabbing subject lines. Give them a try on your next campaign!

  1. Be Irresistible

    Everybody loves a bargain. Or even better, something for nothing. Discounts and special offers drive up your open rates because, in the nicest way possible, these offers appeal to the slightly greedy side of our nature. Whether it’s a complimentary offer for a consultation, a discount on a service, or even some free downloadable real estate tips, you can be sure your customer will want to hit open to claim it.
    Examples:
    Don’t miss this rare opportunity
    Free children’s dental consultation
    Your complimentary e-book

  2. Create Urgency or FOMO

    We’ve all experienced the dreaded fear of missing out. It’s almost impossible to resist this feeling, and it’s a powerful way to augment your open rates. You can do this through a variety of techniques, such as time-sensitive words, expiry timelines on points or offers, or mentioning other people your business is already helping.
    Examples:
    This week only – 10% off your first blog writing service
    Renovate your kitchen by spring
    Your offer expires in 3 days

  3. Spark Curiosity

    Humans are hardwired to seek the answers to questions – think about those cliffhanger episodes at the end of every season of your favorite TV shows! It’s that technique that compels you to keep watching next season – and you can also use this in your emails. By simply asking a question or promising something enticing in the subject line, your subscribers will be compelled to seek the answer.
    Examples:
    The secret way to motivate your kids to brush
    Heard about our new technology?
    How to give your next home offer a competitive edge

  4. Use Storytelling

    When you’re emailing subscribers on a regular basis, it’s essential to give them a reason to click open, every single time. Otherwise, you risk ‘email fatigue’ – where your customers get bored and simply delete your emails. To fight that fatigue, get a little creative and employ a storytelling approach in your subject line.
    → Use humor – If the subject line makes your target laugh, they’ll be more inclined to open the email.
    → Be quirky – Catch your audience off-guard with something a little strange and out of the ordinary. They won’t be able to resist opening your email to find out what it all means.
    → Use emojis – Something as simple as adding an emoji can increase your open rates significantly.
    In fact, 56% of brands who use emojis in their subject lines have reported increased open rates.
    Examples:
    We’re taking a bite out of sports injuries
    Not your grandmother’s mouthguard
    Your next first impression matters

  5. Make it Personal

    According to an analysis by Experian, email subject lines that include the recipient’s name boost open rates by 29% across a variety of industries. Including someone’s name creates an immediate personal connection between the recipient and your brand, making them feel valued. You can also add relevance by including locations or using more personal, familiar language.
    Examples:
    Unique investment opportunity for John

    Sarah, booked your next appointment?
    Latest Seattle real estate trends

A Few Last Tips and Tricks

Don’t neglect the pre-header – the text you see in your inbox immediately after the subject line. Use this to tease the email’s content and further entice your subscriber to open.

Keep it short and sweet – a good subject line should be around 50 characters or less so it can be read on mobile.

Always ensure that the email content delivers on what the subject line hints at or promises. Don’t make false statements just to get people to open – you’ll see your click-through rates plummet.

Avoid the use all CAPS or exclamation points – these can trigger spam filters. And besides, 85% of people say they prefer lower case.

Would you like some help crafting more compelling emails and subject lines? Or even a little feedback on your previous ones? Contact us now for a free consultation.

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