How to Write Email Subject Lines That Make Clients Want to Buy

Are your email campaigns falling flat? Your email subject lines could be to blame. While it may be tempting to attribute your lack of success to people’s preference for alternative channels, survey data tells an entirely different story. According to recent stats, email boasts a penetration rate of 90.3% in the US, while 72% of consumers cite email as their preferred channel for communicating with businesses.

Of course, not all emails end up being read. Around 33% of email account holders use subject lines to decide whether to open emails, so marketers hoping for stellar open rates must curate killer one-liners.

Writing catchy email subject lines is like crafting powerful news headlines—you must evoke a sense of excitement and intrigue in your audience without giving too much away. Sounds difficult, right? It doesn’t have to be. Whether you’re looking to communicate vital information about closures or entice people with special offers, the following tips will boost the likelihood of customers engaging with your emails.

1. Make it personal and interesting

Personalizing your email subject lines will ensure your clients feel valued while reassuring them of your brand’s authenticity. Recent figures suggest that 82% of marketers who use personalization tactics benefit from improved open rates, while 75% experience a higher click-through rate.

One effective tactic is to include your clients’ names in the subject line using automation software. This is a relatively simple technique that won’t cost you time or effort.

Another possibility is to segment your emails, sending out tailored emails to clients depending on their needs. Say, for example, you’re designing a campaign aimed at both older and younger folks looking to improve their health. Try writing something relatable and timely that speaks to their respective needs. For the older crowd, this could involve something like ‘turn back the clock’, while for younger audiences you could appeal to their party-going nature with ‘get ready for summer’.

2. Keep it short and sweet

The realities of today’s digital world mean many of us are bombarded with daily content. As such, many of us avoid reading long-form content and are accustomed to scanning our screens for captivating information.

Writing a short subject line will boost your chances of reaching time-restricted clients. If you can get your message across using as few words as possible, they’ll know almost instantly whether they want to engage with your communication.

If that weren’t enough, short subject lines fit neatly into the message preview boxes found on mobile devices. When your recipient can read the entire subject line at a glance, they’re more likely to open it right away.

The optimum number of words in a subject line is between one and five words. Depending on the purpose of the email,  you could opt for something intriguing such as ‘Reach your fitness goals’ or something direct like ‘Unmissable training advice inside!’.

3. Create a sense of urgency

With so many emails hitting our inboxes every day, many people prioritize emails by how urgent they appear. If your email ends up on a person’s ‘read later’ pile, it may end up untouched or in the trash folder.

Say, for example, you’re running a promotion with a tight deadline. Try to communicate the time-sensitive nature of your email with phrases like ’14 hours left to win’ or ‘Don’t miss out’.

4. Make them relevant and timely

The pandemic has made the importance of writing relevant and timely subject headlines very clear. At the beginning of the crisis, consumers were bombarded with emails from companies about altered opening times, social distancing procedures, and changes to delivery times.

If you’re trying to communicate vital information about ongoing developments, forget about maintaining a sense of mystery. Email subject line best practices suggest you should plainly state the purpose of the email. If the recipient is a loyal user of your services or interested in health and wellness, they’ll want to find out more.

5. Add an emoji or two

If your core branding is playful and millennial-friendly, why not add an emoji in the subject line? A picture says a thousand words, after all, and could help to get the tone of your message across. According to a study by Experian, 56% of brands who use emojis in their subject lines enjoy superior unique open rates. Remember not to go overboard, however—spam filters are wary of subject lines brimming with smiley faces.

6. Provoke curiosity

If you’re trying to reel in new customers or strengthen the loyalty of your base with a promotional email, try to entice recipients with some tempting bait. Pique people’s interests with the promise that they can find out more by opening your email. Try to avoid obscure language, however, as this could alert the attention of spam filters.

7. Include offers

If there’s one thing every marketer knows, it’s that people love free stuff. Email recipients are often partial to a discount, too. If you’re planning to boost your customer base with introductory offers or reward loyal clients with promo codes, make your intentions clear in the subject line. If the customer is interested in your offer, they’re likely to open the email with speedy enthusiasm.

8. Address your target audience

Every company has its own niche audience, and it is your responsibility to fulfil their needs. Sharp email marketing is about more than crafting an eye-catching line. Rather, it is about adding value and communicating relevant information using a limited number of words.

9. Track your open rates

Most types of email marketing software offer impressively granular data about the success of your campaigns. Track open rates to measure the effectiveness of your email subject lines and try to identify what your successful emails have in common. Consider factors such as the content, theme, length, and tone of your subject line and use this information to better target your key demographics.

10. Test your email subject lines

Almost half (47%) of marketers claim to use different email subject lines to enhance the performance of their communications. This testing could take several different forms. If you’re willing to spend a little time and money on market research, you could draw qualitative data from survey respondents about what they think of a list of different subject lines.

Alternatively, you could harness the power of email marketing technology to send one subject line to half of your email list and another to the remaining half. This is often called A/B testing in the marketing industry. After a week or so, you can compare the open rates for both emails to assess which subject line has been more effective.

Transform your email campaigns today!

Never underestimate the importance of subject lines in email marketing. On average, businesses make $42 for every $1 they spend on email marketing, so a successful campaign could help to supercharge the growth of your enterprise. Failure to secure high open rates, however, could prevent you from enjoying such tantalizing rewards.

Hopefully, the tips and tricks listed above will get you started on a journey to constructing winning email subject lines for every campaign. Just remember that accurately targeting your audience takes time and you will need to harness data from past campaigns to help you improve your strategy.

If you’re looking for further help managing your business and developing better marketing strategies, WellnessLiving is here for you. We assist fitness and wellness businesses enhance client engagement, boost retention rates, and achieve sustained growth. Book a free, no-commitment demo today to learn more!