Subject Lines Matter: 8 Tips to Pique Your Subscriber’s Curiosity to Open Your Email

Email has become the communication method of choice for many marketers, including those with businesses that aren’t based online. It’s easy to see why. You can send an email to a list of targeted prospects at a tiny fraction of the cost of sending out a direct mail piece or conducting a telemarketing campaign.

Unfortunately, the ease and low cost of sending emails has also made it an attractive way for unscrupulous individuals to send out communications. You know, spammers, phishers and the like. Pretty much everyone with an email account has had their fill of these lowlifes. And it has made most of us hyper-vigilant about avoiding them.

Spam filters have evolved to the point where they can keep the majority of spam out of our inboxes. But some still gets through. Between this and the fact that many Internet users get more email than they care to read each day, a lot of emails get deleted before they’re even opened.

When deciding which emails to open and which to trash, we only have two pieces of information to go on: the identity of the sender and the subject line. Your biggest fans might see that the email is from you and open it because they like you so much. But everyone else is going to base their decision on what’s in the subject line. So crafting an attention-grabbing subject line is extremely important.

One of the most effective ways to get your subscribers to open your email is to appeal to their curiosity. If you can make them curious enough about what’s in that email, they won’t be able to resist opening it. Here are eight ways to accomplish that:

1. Ask a question. Most readers will formulate a response in their heads as soon as they read it. And then they will open the email to see what insights you have to offer on the subject.
2. Try Being Vague. For instance, if you have a time-limited offer that’s about to expire, you could send an email with a subject like “Only three days left to get ankle socks for half price!” But if the reader isn’t particularly interested in ankle socks, there’s a good chance he will just delete and move on. A subject like “Time’s running out on this awesome deal,” on the other hand, forces him to open the email if he wants to know what the deal is. Then you have the opportunity to sell him on the benefits of ankle socks, and maybe change his mind.
3. Focus on benefits. Speaking of benefits, if you can allude to them in the subject line, it’s a great way to pull your reader in. You don’t necessarily have to spell them out. In fact, it may be better if you don’t. A subject such as “Here’s what our new software can do for you” lets readers know that there are benefits for them, but they will have to read the email to see what they are.
4. Create a sense of urgency. Sometimes people leave an email unopened but don’t delete it, planning to read it later. When this happens, there’s a good chance that “later” will never come and the email won’t be read. By creating a sense of urgency, you increase the chances that the recipient will take the time to read your email right away. So instead of “Half off all clearance items,” try “Half off clearance items – 2 days only!”
5. Promise detailed information. If you’re providing information that caters to your target market, subject lines that promise tips or how-to’s can generate enough curiosity to get subscribers to read on. But if you choose this approach, it’s important to make sure you deliver in order to maintain your subscribers’ trust.
6. Use action words. Not only will they grab your subscribers’ attention and make them want to read your email, they also make it clear what you want them to do straight away.
7. Be controversial. Marketers often shy away from controversy for fear of alienating their audience, but it can keep readers interested and provide an incentive for them to open that email. As long as you stay away from subjects that are really personal (like religion), there’s nothing wrong with a little healthy debate.
8. Share news that’s relevant to your topic. Tying what you’re doing in with current events is a surefire way to generate interest. Allude to the connection in your subject line, and readers will feel compelled to read the email to learn more.

The subject line can be the difference between an effective marketing campaign and a waste of time. Take time to write one that grabs the reader’s attention, and you’re practically guaranteed better reading and response rates.

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About the Author

Kristy Pruitt is a freelance writer and blogger. She specializes in web content and ghostwriting. Her work has been published on several websites, including eHow, Associated Content and Coupon Trunk.

Visit Kristy Online at: WebFreelanceWriter.com

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