How do you write catchy and concise subject lines for your emails?

I've also found it helpful to research words that resonate with your audience. Specifically, action-taking power words that work with your brand's voice for a natural-sounding "invite" to open your email.

Be clear and specific - IF it fits your brand. Some of my favorite fashion companies (looking at you, @Madewell) go for fun, clever and personality - filled subject lines. Like "We love our moms and mom-figures" (for mother's day) or "Our favorite four letter word" (cozy). I open them because I already know what's inside- clothing- and the subject lines give me good vibes

It isn't just your subject line you need to focus on; also consider the preview text. Length: Write for mobile. You can usually get away with 5 words for your subject line and 6 words for the preview text before the words are truncated. Truncated sentences usually don't make sense. 2-3 word subject lines work best. Most ESPs give you the ability to add preview text. If your ESP doesn’t, consider placing the preview text above the greeting. This is untraditional, but we are trying to get the email opened. For a more traditional approach, ensure that the first sentence, following the greeting, is engaging and relevant to the subject line. It should also serve as a bridge to the rest of the email and the call to action.

Speak like a human and be brutal when cutting copy. Read your subject line outline to check that it makes sense. As you’re doing this, keep shortening the subject line. Chop and change your words to make it more punchy.

Psychology is a core ingredient in any powerful email subject line. Your subject line should encourage people to open the email… and if you want to do that, you need to draw people in with Psychology. Try some Psychological copywriting techniques like contrarian takes, urgency effect, the odd number effect or by providing statistics, adding an element of surprise, or offering social proof.

Be sure to A/B test for different segments of your email list. When it's done right, consistent A/B testing can be both fun and informative while you're learning what your audience loves.

A/B subject line testing is the lowest hanging fruit on the copy feedback tree. Most email management software will even automate it for you, testing both for the first few recipients and then using the subject line with the highest open rates for the rest.

I see too many brands not taking the preheader seriously. Crafting an engaging preheader will often lead to a stronger subject line performance.

Try to give your email reader something of value. Drafting an email with purely sales goals will probably get the email deleted by the reader. If they thought enough to open the email make it worth their while. Whether it's a download, or quick tips your reader should be rewarded for opening and reading your email.