Have you ever sat with your head in your hands, struggling to write a subject line for an email?
Not even a good subject line, just something "okay".
Of course you have.
There are probably very few people working in marketing today who haven’t had to write an email subject line, even though they’re not actually copywriters.
I have, and when my imagination runs out, I’ve always leaned on a classic trick.
To be inspired by what has already worked!
Here are 11 classic subject line formulas that have all been used, in one form or another, by the best copywriters in history. These are adapted to the constraints of email.
"Erik, a special offer just for you!" - Uses the recipient's name or specific interests as a lure. The person's professional role can also be used, e.g. "To IT technicians..."
"Last chance: sale ends at midnight!" - Creates a sense of urgency and limited availability. Just ensure it's authentic.
"You'll never guess what we're launching tomorrow..." - Arouses curiosity and interest by enticing with something surprising or exciting.
"How to save 50% when you shop for groceries" - Directly demonstrating a clear benefit or value.
"Tired of your phone battery dying?" - Addresses a problem that is then solved in the email.
"5 easy ways to improve your photos." - Lists (almost) always work, as do numbers.
"New feature: track your fitness goals!" - The news itself becomes the bait in the subject line. If you have something worth talking about, it might be worth leading with it.
"Download your e-book now!" - Tells the reader exactly what's expected. Simple and straightforward. A real brain-dead classic.
"Are you making these SEO mistakes?" - Asks a relevant question that hopefully captures the interest and makes the reader squirm a little in their seat.
"This app changed my life" - Even though the example is cliché in all the wrong ways, a (true) customer story is worth testing.
"I never thought that a simple change could..." - We love stories. If you have a good one, why not structure the whole email around it and entice with it in the header?
I hope that if you ever get stuck, this will help. Just remember there needs to be a clear connection between the subject line and the content.
"Click bait" gets a hard no from me.
Another idea is to use this list as material for simple A/B tests. Sometimes certain types of subject lines work better or worse in specific messages and for different audiences.
Such insights make the work easier.
Have a good time!