Apart from social media and websites, emails have become an important part of everyone’s lives. Not only do they execute all kinds of professional conversations, but they are also a source of staying abreast about everything else that is happening in the world. From product launches to sharing stories and even finding information about that really cool sale, emails can do it all! However, with the overload of information that most inboxes find themselves in, it is easy for some emails to get sidelined. Whether you are trying to find a job, do some lead generation or reach an audience, your email’s open rate entirely depends on your email subject line. An effective subject line is a key to piquing your reader’s interest and here are some tips on how to do it right:

1. Keep it Crisp and Urgent

A good subject line can be read in its entirety in the inbox itself. It has to be short, devoid of any filler words (“hello”, “good morning”, etc), and to the point. A desktop inbox reveals around 60 characters and a mobile inbox shows around 30, so saying what you want to in about 6-8 words should be the goal. Along with that, try to use words that convey urgency, especially if your email is promotional. For instance, saying “event xoxo ends in 3 days” is better than saying “event xoxo happening now”. The same can work even when you are looking to send cold emails or trying to catch the eye of a potential employer. Reread the subject line to pick up on those words that you can easily do without.

2. Make sure it is Relevant

A newsletter email thrives on relevance and so should its subject line. Depending on your brand’s domain and target audience, it is important to ensure that the subject of your email is something that’s happening around the same time. If a celebrity’s makeup look goes viral, an email sent out a month later about the products they used may not be very useful. Even if you do put it in an email sent a month later, the celebrity should not be a part of your email’s subject line. A subject line that incorporates the talk of the town is sure to generate a higher open rate.

3. Add a Touch of Personalisation

This can really help, especially if you have a smaller audience to reach out to. The best example is cold emailing. Apart from making your reader feel like the subject is of interest to them, showing them that the email is about them / for them also works wonders. For instance, instead of saying “I can help you with content strategy”, saying “Camilla, want to discuss content strategy?” can make all the difference. Another example could be the newsletter for a travel company that says, “Aisha, here are 5 European autumn destinations for you” instead of “Top 5 autumn destinations in Europe” will have a higher open rate.

4. Don’t make it Spammy

An honest email will get more loyal subscribers than a dishonest one. Click baits are a big no, regardless of how desperate you are. Starting a sentence in the subject line and ending it in the body will only force the reader to open the email. While this still leads to positive results for you, there is a high chance that your reader will be annoyed, especially if the email doesn’t live up to its expectations. Try to make your subject line efficient so it effectively and honestly summarises your email while also not sounding too verbose or spammy.

5. Keep Filtering your Email Subject Line

If you have ever skimmed through your inbox, you will know how fast you really do it. So keep in mind that you are writing it for an average reader who scans their mailbox within seconds. This means your subject line has to stand out. The best way to do it is not by using all CAPS, but by picking the right words. For example, instead of saying “What’s happening in the stock market?”, saying “Why is ITC up 40% today?” will grab more attention. While your email can still talk about the entire stock market, it promises the reader this one specific stock that they might be curious about too. Rereading your subject line until your brain is mush can really help you filter the words and refine their language in order to make it more attention-grabbing.

6. Ask your Email readers to do something

You want your readers to open your email. So start your subject line that points in the same direction. Instead of asking them directly to “click on the email”; focus on other action words such as “Hike through the Himalayas”, in place of something like, “A Himalayan adventure”. This creates a sense of excitement and encourages the reader to open the email.

7. Try to add Humour

A good joke is always the best way to connect with your audience. It creates a sense of casualness and friendship instead of just conveying to your reader that you mean business. A light-hearted subject line that is relevant to the current news and events can really enthral your reader.

The best subject lines only come with time and experience. The more you understand your audience and your goals, the easier it gets to communicate. Trying to build your presence is crucial to growth, but the real open rate depends on the connection that you build with your readers. A subject line that sounds rushed, spammy, fake, too pushy, and too promotional will obviously fail to connect with your reader. Whereas, a subject line that sounds confident, funny, concise, and light-hearted will feel like an email from a friend. So the next time you sit down to send out an email, spend just as much time on its subject line as you would on its body.