It doesn't matter how much love you put into an email, if the subject line isn't brilliant, then that email is never going to see the blue lights of a screen. Here are 20 golden tips that Benji uses every day to transform your email subject lines from overlooked to overbooked.
The first mass marketing email was sent in 1978 when Gary Thuerk sent out a batch of 400 emails and claimed to have sold $13m of product as a result. A lot has changed since then, but writing a good email subject line remains a proportionately inexpensive way to ensure you catch a prospect’s attention, or keep them warm, in B2B sales.
Email marketing offers companies an average return on investment of $40 for every $1 spent. Compare that to the ROI provided by other marketing channels, and it’s easy to see why email engagement remains top of the list in most companies’ marketing strategies. B2B open rates are typically lower than B2C (business to consumer) emails. The average B2B email open rate was 20.8% in 2023. In order to be one of those one in five email which are opened, you will look to optimise your impact in the subject line.
According to information shared by Statista, it’s anticipated that there will be about 4.6 billion email users in 2025. That’s a massive market accessible at a very small cost. So without further ado, here are 20 tips to get your emails opened by your prospects.
1. Spark curiosity
Pose intriguing questions or statements. Curiosity killed the cat, but it opens emails. Prompt your readers to click by making them wonder what's inside.
2. Highlight exclusivity
Make recipients feel like VIPs. Everybody loves feeling special. Convey exclusivity to make your email stand out in a sea of promotions.
3. Use numbers
Quantify benefits or offers. Numbers speak louder than words. Show them the value with digits that catch their eye.
4. Emphasise urgency
Create FOMO (fear of missing out). The clock is ticking, and so are your offers. Inject urgency to prompt action now. Research from 2024 showed that the inclusion of some words in email subject lines correlated with a much higher open rate(above 40% vs. 21.33% on average), specifically “update”, “events”, “name of the month (for example, February)”, and “now”.
5. Personalise where possible
Address recipients by name. It's not just another email; it's theirs. Personalisation adds a human touch in a digital world. No one likes to be on the other end of a nameless request! Statista showed that The vast majority (64%) of marketing professionals sent out email marketing campaigns with subject line personalization, and 83% of consumers stated that they prefer to receive hyper-personalized marketing messages!
6. Offer solutions
Address pain points or challenges. Don't just talk about problems; be the solution. Show them you've got the remedy they need.
7. Incorporate power verbs
Use action-oriented language. Actions speak louder than words. Use powerful verbs and imperatives to drive them to click and act. Similarly, use words that inspire emotions or actions, appealing to the prospect’s animal nature.
8. Keep it concise
Short and sweet grabs attention. TL;DR is real. Get your point across in as few words as possible. AWeber research has indicated that, on average, top performing emails contain 43.85 characters in an email subject (which is as long as these words in brackets).
9. Leverage humour
Make them chuckle (professionally). Laughter is the best medicine—even in emails. Add a dash of humor to brighten up their inbox.
10. Create intrigue
Tease what's inside without giving it all away; leave them wanting more. Make them click to uncover the mystery within.
12. Reference pain points
Demonstrating an understanding of their predicament is a sure-fire way to create empathy, and empathy sells. Address their struggles, and they'll listen to your solutions.
13. Be timely
From the time of the year to the time of day, timing really is everything. Data by Mailgun has shown that email marketing campaigns using send time optimization (STO) brings an increase of 5% to 10% in opens and clicks, so it’s an easy way to optimize your open rates.
14. Pose a challenge
Dare them to improve. Challenge accepted? Spark their competitive spirit and watch them rise to the occasion.
15. Create a sense of partnership
Position your company as a collaborator. It's not just business; it's a partnership. Foster a sense of camaraderie and mutual success.
16. Offer insider knowledge
Position your email as an exclusive insight. Everyone loves a secret. Offer exclusive insights that make them feel like insiders.
17. Leverage social proof
Mention satisfied customers or achievements. Don't just take our word for it. Let satisfied customers do the talking.
18. Utilise storytelling
Craft a subject line that tells a story. Once upon a time... Engage their imagination with a subject line that hooks them from the start.
19. A/B test relentlessly
Continuously optimise for better results. Test, tweak, repeat. Never settle for good enough; strive for greatness with every email. According to 2022 Litmus research, you can enjoy up to a 28% higher return when you put testing to work for your email program. (Litmus, 2022)
20. Add emojis sparingly
Use emojis to accentuate, not overwhelm. We all know that a picture paints a thousand words, so use them to add personality without overdoing it. Surprisingly, GetResponse reports that emails with emojis have somewhat similar but slightly better open rates compared to those without, specifically 28.26% and 26.42%.
So, how many of these top tips can you back into ±6 words? Here’s one example subject Line: "Hey [Name], Ready to Outperform [Your Competitor]?"
The subject line combines personalisation (#5), a challenge (#13), and a casual tone (#8), creating a sense of partnership (#15) while also addressing a common pain point (#11). It's concise (#7) yet intriguing (#1), prompting the recipient to open the email. Once opened, the email could introduce a B2B sales tool that offers insights into competitor analysis and strategies, tapping into the recipient's desire for success and competitive edge. Which subject lines are working best for you?
A lot goes into drafting perfect attention-grabbing email headers, and you have to deliver in the email body. Research from Mailchimp states that the average email marketing click rate is about 2.62% across all industries, and whilst the average B2B click-through rate is 3.2%, there’s still a lot of opportunity to improve.
That’s where Super Benji comes in.
Benji takes away all the hassle of remaining up-to-date with every prospect, brainstorming the ideal subject header and value proposition, and picking the opportune moment for each of your contacts. Benji patiently follows all of your contacts like a dog with a bone, and sniffs out the personal updates which triggers him to draft an ultra personalised and impactful message which uncannily matches your tone of voice.
Imagine having a SDR who could work day and night, all year round, and you are imagining just some of what Benji can do for you. Try Benji today to see how we can run a lead!
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