Here’s how NOT to make a cold approach in sales:
A couple of days ago, an outdoor salesperson walked up to me and asked,
‘What do you do for a living?’
This question felt abrupt and intrusive, shutting down any possibility of a positive reply.
The same principle applies to email subject lines.
It’s crucial to consider the relationship you have with your reader, the content of your email, and the desired reaction you aim to achieve.
This leads us to the topic of this article: Writing effective subject lines.
I’m sure you know how important they are.
And that’s why I hate doing it.
This tiny collection of words can feel like a chore when you’re striving for perfection.
The success of an entire campaign can often be tracked by the open rates of an email.
But having crafted thousands of emails over the years, I’ve developed a mental model to write compelling subject lines.
It helps me overcome the inertia, so I can quickly churn out good enough first drafts for edits.
What you’ll read next isn’t just a list of pre-packaged subject line templates.
Rather, it’s an insight into my personal approach, a guiding philosophy that adapts to any offer, any industry, and, most importantly, any reader.
Who am I writing for?
Everything begins with understanding my audience. Is it a busy mom juggling her kid’s remote school schedule? Or maybe a fresh-faced investor eager to dive into the world of finance?
I write using their language, and the unique way they express themselves, and I think about all the emails that are likely cluttering their inbox.
Knowing my audience shapes critical tactical decisions: whether to use emojis, how to incorporate pop culture references, the optimal length of the subject line, and so much more.
What’s the most irresistible thing I can say that’s relevant to them?
Identifying the most captivating message is what makes or breaks a subject line.
This doesn’t mean fabricating outrageous claims.
But it does mean pushing subject lines to near unbelievability which will pull more clicks into the email.
Another “trick” I use is to use contrasting ideas as much as possible. Contrast creates intrigue and sparks curiosity.
For instance, if I’m writing for a fitness freak, I might use a seemingly contrary concept like “Get fit while binging your favorite shows.” Such a subject line defies conventional wisdom and will likely pique their interest.
What emotion am I channeling here?
If your subject line could pass for an emotionless android, it’s time for a rethink.
Take a look at these subject lines in my inbox:
“Time is Running Out! Grab This Exclusive Deal Now.”
“Hurry, special offer extended for you!”
“Unlock the power of Headline AI”
Don’t you find them boring?
Invoking potent emotions — whether it’s surprise, curiosity, excitement, or even righteous anger — can supercharge your subject lines. Of course, the goal isn’t to manipulate but rather to connect with your reader on a deeper level.
Be specific
Strive for concrete, tangible details.
Specificity has baked-in curiosity elements. It can provide a dash of realism and boost credibility. They help your subject line stand out in the sea of ambiguity in your reader’s inbox.
Remember, writing a compelling subject line is not about achieving perfection.
It’s about communicating with your reader in an engaging, authentic, and emotionally resonant way.
So the next time you write subject lines, ditch the templates.
Think about what your readers are thinking about…
What they are used to reading…
And what will shock them out of zombie mode.
Do that consistently and your subject lines will naturally be more persuasive and compelling.
Want more email marketing tips, psychology, and tactics? Head over to alexkopy.com/newsletter
