The humble subject line

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The humble subject line – the unsung hero?

10 to 15 years ago, it was proclaimed that the e-mail was dead. Just like predictions about the internet being a novelty that would never catch on.

This was also a bit exauthorated just like the announcement of the e-mail :)? ?

But scrolling through the endless emails in my inbox I noticed?something. You see, I have currently 43.653 unread emails and most of them are utterly boring and unclickable.? Generic nonsense begging for my attention...?

The worst thing is that the mail could be the most masterfully composed message ever written, but it will go unnoticed if the subject line doesn't captivate me or you.? ?

Let’s see if we can find something to help us out on the quest of unleashing the Power of Email: Crafting Irresistible Subject Lines?

The basics?

Research indicates that a staggering 47% of email opens are solely influenced by the subject line – a compelling reason to pay attention to this often-underestimated aspect. Moreover, a significant 69% of recipients label emails as spam based solely on the subject line.?

As the avg. user receives 77 emails per day, it’s not difficult to see why this area needs a bit of TLC. If we look at open rates, we see that industry average. is between 15% to 25%.?

So, 75%-85% of all e-mails sent were not deemed worthy by the receiver, and worst of all, that 75%-85 % are at risk of getting flagged as spam.? ?

I don’t know about you, but for me it can be quite?disheartening?to put all you have into the CRM strategy, only to see that your readers don’t even see what you have spent hours and hours to produce.

But fear not, there are a few things we can do to help improve our work and our mood.? ?

Subject line length matters?

While the consensus leans towards shorter subject lines, it's crucial to understand the character limits imposed by various devices and mail clients. A long subject line is at?risk of being truncated, potentially losing its impact.?

For instance, most email clients cut subject lines at 60 characters on desktop and 35-40 characters on mobile. So, brevity may be golden, but context and relevance are equally vital.?

So, let’s take a quick look into truncated words we should definitely avoid:?

• ‘Look’ can end up as ‘loo’?
• ‘Analysis’ could end up as ‘anal’?
• ‘10% Off?on all children's shoes’ can end up as ’10% off on all children’?

Perhaps testing all emails before sending them out is kind of vital? If you put your mind to it, I bet you can come up with even more funny truncated words, so do that as a fun team activity. This will help you avoid situations like above while learning in a fun way.?

Engagement and subject line length? ? ?

A study by Return Path surprisingly found little correlation between subject line length and read rates. Interestingly though, the most used subject line length had one of the lowest read rates.?

The takeaway?

Test different lengths to discover what resonates best with your audience. Tailor your approach – hardcore sales campaigns may benefit from conciseness, while dreamy travel destinations could use a touch more flair.?

The trick here is to account for the mobile open ratio, as?50% of all opens are on mobile devices. Here your content, your customer demographics, your product type, and your customer journey will guide you to your subject line type.

Wow – that’s a bit of a mouthful, but hear me out...?

Fast purchase items vs. Slow purchase items? ?

If you sell items that are easy to buy on a whim or easy to purchase on a mobile device, you are in what I call (with my poor Danish to English language) fast purchase items.? ?

These items are easy to communicate and/or sell and can have a more to-the-point subject line as the customer journey is straightforward. ? ?

Let’s say you have a customer who experienced a hard drive disk failure last night. On the subway to work he gets an e-mail about the weekend sale on NVMe SSD hard drives from his favorite vendor. ?

The customer journey: Click on e-mail -> click the product, ->click on buy -> pay - perhaps even via mobile. Easy-peasy.?

The product could just as easily have been cables, makeup, and even the launch of a new iPhone.?

Where slowness creeps in is where the sales process gets complicated.

This could be in terms of reading requirements, sales price, identification requirements, or similar.? ?

Let's spell it out a bit:?

Travel:

When people buy a vacation, there is often more to it than just picking out a destination and pressing buy.

Often the price of a family is substantial, so quite often the customer journey starts with “dream destinations and dream hotels”. This process can go on for days or even months, while the customer filters down based on availability, price, and preferences.

When they are ready to buy, the process of buying is also complicated and requires both a lot of reading (descriptions, terms, etc.) and verification with passport information. ? ?

This often leads to a journey that is somewhat fragmented from a data point of view, as there is a good chance that they will be activated on a mobile device but finish on a bigger screen. This can lead to an opening on a mobile device and then a Google search hit later on a different device, not connecting the purchase with the initial touch point.?

Computers:

If you are in the market for something different than an off-the-shelf laptop or desktop, your purchase is often made on a device different than a mobile. As it requires a lot of research into components (price to performance) and configuration, a bigger screen is almost a must.

Again, the journey might be started by e-mail, but the purchase is completed on another device, due to the complexity.? ?

Both examples are quite pricy product types and as such a well-crafted subject line can be the trigger for a sale. If you know your customers, you will also know what makes them tick: for vacations, it’s about activating the dream, and for gamers, it might be the dream of more FPS.

The hard part is to lean into the triggers in engaging?and in different ways, minding subject line length and device preference of customers. ??

Age: One of the more interesting issues in the CRM game!?

Young people are only on mobiles and never read e-mails and old people only read mail every 2 weeks and are afraid of shopping online... right? Yes, no, maybe..? ?

The 12–18-year-old segment indeed spends between 5-12 hours a day on reels and trusts influencers more than professors and newspapers.

I had a bit of a run-in with the 16-year-old in my household yesterday! I kid you not – she had seen in a reel that flax seeds could be used as a facial mask and worked much better than anything you could buy. She went on and on about all the proof she had seen – it worked even better than Botox! ?

Let’s just say, that the articles I brought up about this topic, were shut down with the response: Don't you think that doctor just wrote that article to get likes?!?!?

But at some point, our young pods will have to start using e-mails. I mean, when they move out of our protected bubble bills will start coming that way, job offers, and more.?

But be mindful if your segment caters to the very low end of the age spectrum, as they might not see your emails.? ?

On the other end of the age spectrum, we see a lot of iPhones and wearables, so look into your demographics. You might be surprised.?

That age segment often has a lot more purchase powers than people like me – I mean, I have teenagers and they absolutely die if they don’t have the last brand whatever, leaving me with only scraps.?

Again I have to ask you to be mindful. You don’t communicate with grown people in the same way you would with an attention-span-challenged teenager.? ?

Steering Clear of Spam Filters?

Navigating the treacherous waters of spam is essential. Certain trigger words like "Free," "Discount," and others can land your email in the dreaded spam folder. Strike a balance between catching attention and avoiding these spam red flags.?

I wish I could be able to give you a clear direction to completely avoid e-mail purgatory,? but I can only leave you with these wise words: If it feels spammy, it probably is.? ?

For good measures let’s look at some spam triggers we all know:

Free!, Discount!, Credit, Subscribe, Loans, Call Free, Call now!, Free offer ? Free quote, Congratulations, Amazing Opportunity, Money back, No fees, Winner, Risk-free, Offer expires?

These can be used without triggering the spam filter, but it depends on a lot of other factors.

What is your rating, your history, how are the words used, your IP reputation, and more. So try to stay clear of this type of wording – again, if it feels spammy, it probably is.? ?

The Power of Personalization?

Did you know that personalization can boost open rates by 50%? It's not just about dropping a name; it's about demonstrating relevance and value. ?

An intriguing study* on brain activity revealed the profound impact of hearing one's name – even in a crowded noisy room, your brain activity spikes when your name is uttered. So, personalization is a simple but potent tool in your arsenal.?

So, every subject line and e-mail content should start with the recipient's name, you might ask?? ?

I wish it was as simple as that, as with most things in life, don’t overdo it.? If you have kids or dogs, you know that the more you yell their name, the less they respond to it. It’s a bit like that, in the sense that you tend to get inbox blindness as things catch on and get overused. ?

I mean, remember when e-mail subject lines started to have emojis and then colored emojis?

In the beginning, opening rates skyrocketed as it grabbed the reader's attention. Then the spammers and scammers caught on and now you need to use it with caution.?

The takeaway must be, to use personalization where it makes sense;? It's a great way to show you care and are invested in your customer, but using it as a default in every single subject line, and?all of a sudden it loses its impact.? ?

One way to mitigate the issue is by using more data points. By removing yourself from only using the first name as a personalization option, to utilizing location and demographics, you will have the variation you need:?

• Name: ‘Casper, our summer sale has just dropped’?
• Location: Huge price drops at Hamburg airport?

Personalization works best when it's based on a recipient's interest, purchase history, or behavior, so avoid generic impersonal language and mass send-out of identical messages.?

Instead, try and use it in relation to your customer to bring more value.?

If a customer has browsed the same item over and over again, it’s a clear signal that there is a purchase opportunity.

The repetitive browsing could also be a signal that the customer wants the item but can’t afford it right now and is just dreaming and hoping for a huge price drop.?

This could be as simple as "only 5 days more until payday" to "it’s too damn expensive" or “my wife will never in a million years let me buy this”.?

In any case, here personalization can help nudge a customer, as you can lean into the issue with a personal touch.

• Casper, RXT4090 is in stock and on sale!

I know that a message like that would have me clicking straight away!

A new graphics card is too expensive and my wife will never let me spend THAT much money on a single computer part. But if prices dropped, I might be able to convince her... Perhaps..maybe...? ?

*Brain Activation When Hearing One’s Own and Others’ Names – Dennis P?Carmody?and Michael Lewis??

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1647299/#R5?

Beyond the Subject Line: The Pre-header?

The pre-header, that snippet below the subject line, is an untapped resource. Partner it with the subject line to create a powerful duo. Compliment, don't duplicate information, and use it to build intrigue or suspense.?

Try and think of your subject line and preheader as a partnership: Compliment the subject line.??

• If the subject line is short and to the point, use the pre-header to drive the message through.?

• Use a call to action that drives urgency? -The subject line has grabbed their attention, and the pre-header makes them click.?

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The Psychology of a Successful Subject Line?

Marketing is all about influencing behaviors, and subject lines play a pivotal role. Leveraging Dr. Robert Cialdini's '6 Principles of Influence' – reciprocity, scarcity, authority, consistency, liking, and social proof – can elevate your subject lines.?

Reciprocity?

The “you scratch my back,?I’ll?scratch yours” is a powerful instinct?and?forms the foundation of friendships and alliances.?

Reciprocity?in marketing?is about giving your customers value and thus creating a social obligation for them to return the favor.? This can be anything from gifts to perceived value items – free upgrades, exclusive discounts, more loyalty points, and more.?

Scarcity?

The less availability there is, the more you want it – it's as simple as that!? Some businesses have elevated it into an art form, just look at all the sneakers and shoe drops out there.?

?Not all stores can use limited-edition drops, would you buy special-edition milk or bread? ? ?

However, utilizing e-mails to tell your customers that a popular item is low in stock is a great way to sell out. Be wary though, if all your e-mails only contain a “Hurry” message, it starts to get tiring. And ONLY use it on popular products and not the stock no one wants to buy – remember, the key here is relevance.?

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Examples:?

• The sale ends Friday – get 30% off before prices go up?
• High demand for Berlin, and only a few hotels left?
• Your offer is about to expire?
• Only 4 days left to save 40% on your XXX.?

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Authority?

People follow credible experts and sometimes they just follow people who claim they are. But if you are an expert in your field, use it. If you are not, become one and let customers know you are. ?

Using influencers is also a great way of getting the endorsement you need, as people follow and trust their experts. If you sell knives, you need to talk about steel quality and sharpness strength to show that you know what you are doing. This will make people like trust the brand, as you showcase your extensive knowledge. ? ?

Consistency?

People like to be consistent with the things they have previously said or done.?

When we make an initial commitment, we’re more likely to make a similar commitment at a later date. Additionally, we also want to feel like we made the right choice when looking back at previous decisions we’ve made.?

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In relation to CRM this can be translated into:? ? ?

• Voice?and tone.?Your voice defines your brand’s personality, while your tone affects?how people feel when they interact with your brand. Your voice needs to be consistent —it can be authoritative, it can be fun, it can be supportive.? ?
• Word?choice.?The way you word things should be consistent, especially when it comes to vocabulary and sentence structure?
• Frequency?of communication.?How often you reach out to your customers can be an element of your?branding. You want to be consistent with this, too. Don’t suddenly start sending newsletters?daily?when you previously sent them?bi-weekly or weekly.?

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Liking? ?

People prefer to say ‘Yes’ to those that they like.?

We are more influenced by people we like — that could be a?celebrity we admire or a friend who pays us a compliment.?

?Cialdini?lists some factors that cause the liking rule to take effect:?

?1.?Psychical attractiveness:?we assign favorable traits to good-looking individuals?

2.?Similarity:?we like people who look similar to us or have similar personality traits or interests?

3.?Compliments:?we like people who pay us compliments even when it might be false?

4.?Cooperation:?we like people who are working towards a goal that will have a mutual benefit?

5.?Association:?We like things associated with people we like — hence why good-looking models are commonly used to advertise products?

While some of this may seem shallow, it remains important for your marketing to create positive brand associations.? ?

Speaking the same language as your customers will encourage them to find similarities between them and the brand. So don't be afraid of letting the brand personality shine through in the subject lines and content.?

Social proof? ?

People tend to copy the actions and behaviors of others to determine their own, in a specific situation.? ?

Try and think back to the last time you went out for a meal, were you more drawn to the cafe that was packed full or the almost empty one??

Or what about the last time you went online shopping? Did you buy the item with no reviews?? ?

There are numerous ways you can use social proof in subject lines. Highlighting the bestselling products or referring to positive customer reviews is one common tactic, but you can also use Social Proof and layering it with scarcity to create urgency?

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• Top 5 XXX chosen by people like?you?
• 20 people recently booked the hotel you are interested?in.?
• Only 20 left – 100 people booked yesterday, and we are running low.?

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I know that whenever Hotels . com tells me that the hotel I was aiming at is running low, and then I start booking.

So yes, I fall for the marketing tactics I preach. You know, talk the talk, walk the walk.? ?

Crafting Compelling Subject Lines: Tactics in Action?

While Cialdini's principles provide a foundation, adhering to it and actively using it might be a challenge. Even though it's a compelling foundation, remember it’s not your bible. Use your common sense and utilize A/B tests, to get a sense of your customers and what they respond to.?

Use what you have just learned and:?

Be concise -?Being short and sweet can help us to stand out in the inbox.?

Spark curiosity -?Create curiosity with a vague or intriguing subject line to spark curiosity and clicks.?

Make a list -?Listicles have been at the forefront of content marketing for a while now, and they’re also highly effective in subject lines.?

Get statistical -?People love a good statistic, especially when it challenges or validates our way of thinking.?

Ask a question -?asking a question instantly encourages the reader to create an internal dialogue, as long as the answer is not NO.?

Be controversial -?is highly effective when done right, but it could alienate or offend – know your audience?

The chuckle -?Creating a truly funny subject line is easier said than done – but when it works! Bonus points for using a creative pun.?

Use keywords -?It’s unlikely everyone will read the full subject line of every email they receive - keywords can help people who skim.?

Command an action -?Sometimes it doesn’t hurt to tell your reader exactly what you want them to do. Makes the subject line into a call to action.?

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Wearables: A New Challenge?

With 81% checking messages on Apple Watches, short subject lines or at least, well thought-out subject lines can become paramount.

Apple has sold more than 195 million Apple watches in total, and 59 million in 2022 alone.?

As the Apple Watch truncates the subject line at around 16 characters a well-crafted subject line is more important than before. ? ?

We also have the challenge?of obtaining the data on email opens via wearables.? As this is probably not going to change, we need to put in the extra work to craft those pesky subject lines.

But as my grandfather always said: if something is easy to do, it’s not fun to do.?

Measuring Success Beyond Open Rates?

While open rates are crucial, the click-to-open rate provides a more nuanced view. A low open rate with a high click-to-open rate suggests engaging content but may hint at a subject line needing improvement.?

The Halo Effect: even unopened emails might positively influence recipients, making subject line success a multi-faceted metric. Why? As you scan your inbox to choose what message you will spend time on, research suggests that you still notice the other e-mails on a deeper level. If you keep seeing the same name over and over again, you start to associate it with something well-known.?? ?

So craft your subject lines with care, for they are the gatekeepers of engagement in the world of emails.?

So, there you have it – my brief overview of how to write a subject line.? Easy right??