When you really need to be creative with something — like sending out a newsletter — the subject line of the email is where it counts most. It's the first thing the recipient sees. If the subject line is boring and vague, the email will get lost in the crowd.
Today's inbox is overflowing with emails, and more arrive every hour. If you don't put effort into the subject line, you risk your newsletter being ignored.
Let's take a closer look at different types of subject lines so you can learn how to write your own.
Type 1: Curiosity-driven subject line
Everyone is curious. Why not use that to your advantage and get the recipient to open your email? Subject lines that spark curiosity are masters at driving open rates.
Examples:
- Our top pick among 22 tested digital cameras
- This trick guarantees a job interview
- The best protein sources for vegans
If you're stuck for ideas, curiosity-driven subject lines are a safe bet and consistently deliver strong results.
Type 2: Offer and discount subject line
If you sell products, you'll need to send regular offers via email. Offers, especially limited-time ones ,always tempt recipients to take a look.
Examples:
- 10% off kitchen furniture until Dec 8
- Our office suite free for students until May 20
- Your $10 voucher for all electronics
Make sure the subject line clearly states what the offer is and ideally when it expires. These emails are read with higher priority.
Type 3: Fear-based subject line
Fear is a powerful motivator. When we feel fear, we're more easily influenced. This emotion can be used to increase your newsletter's open rate.
Examples:
- Not taking this vitamin could shorten your life
- This smoke detector could save your family
- 4 symptoms that signal a heart attack early
Writing fear-based subject lines is a manipulative trick to grab attention. Just look at the news, they thrive on negativity. I wouldn't recommend using this tactic.
Type 4: Humorous subject line
You can also encourage recipients to open your emails with humor. These subject lines work like curiosity-driven ones but hint at something amusing, making the email more engaging.
Examples:
- This DIY shave went hilariously wrong
- This 80-year-old went all in at the gym
- A cat riding a turtle
These subject lines are effective because they spark curiosity and promise something amusing inside.
Type 5: Urgent email subject line
You've probably experienced this: you open your inbox and spot an email that seems urgent and demands attention.
Important emails are hard to ignore.
Examples:
- Only 5 hours left before the offer ends
- Your ID card is ready for pickup
- Your order arrives today at 9:00 via DHL
With a bit of creativity, you can craft compelling subject lines that signal importance. These get noticed and opened.
Type 6: Free offer subject line
Everyone loves freebies. Use this to your advantage by writing subject lines that offer something for free.
Examples:
- Free printer cartridges for Epson as long as the supply lasts
- Here's your free notepad
- We're giving away 10 issues of our magazine
Free offers attract attention and can re-engage inactive customers. Online shops especially benefit from this strategy.
Type 7: Personalized subject line
I've discussed email personalization in other articles. You can make every email feel personal. Like it's written just for the recipient.
Examples:
- Tom, do you make this embarrassing gym mistake too?
- Mr. Doe, your Mercedes E 350 is due for its inspection
- Happy 50th birthday, Mrs. Schneider!
The more personalized the email, the higher the open rate. Test different variables to see what works best. It'll elevate your email marketing.
Since I started using personalization, the open rates of my emails have increased noticeably. I don't overuse it, but applying it sparingly and strategically can be a real game changer for email engagement.
Type 8: Product name subject line
Another way to make your subject line more attractive is by including a product name, especially if the recipient isn't familiar with it. This can spark curiosity or create a fear of missing out on something new.
Examples:
- Our SmartTrack 2021 software is now available
- Makita cordless lawn mower: price and details
- New LED flashlight: BrightStar 10
If you're launching new products, it's always worth informing your newsletter readers. They'll want to know what it is and whether it's useful.
Affiliate marketers can use this strategy effectively by introducing a new product, especially one that complements products they've promoted before. This creates a natural product funnel.
Type 9: Story-based subject line
Everyone loves a good story! Make your subject line hint at an interesting narrative inside the email. It works wonders for grabbing your audience's attention.
Examples:
- What I experienced on my business trip to Japan was unbelievable...
- Did you know we nearly went extinct millions of years ago?
- My middle years weren't easy...
A story-driven subject line sparks curiosity and makes recipients eager to see the ending. Stories are incredibly versatile and effective in marketing, particularly when they're well-crafted.
Type 10: New content subject line
It's rare to see newsletters that actively promote new content, yet it's one of the easiest ways to capture attention. Always inform your readers about fresh updates. People value being informed about what matters to them.
Examples:
- New on the blog: 10 tips to fight fatigue
- Reading tip: 5 energizing drinks without caffeine
- Video: Dog chases off two burglars
New content struggles to get noticed. That's why it's smart to share it with your newsletter audience. They might even share it further.
Conclusion
We've explored several highly effective subject line types that almost guarantee high open rates. Also check out my article: Tips to boost open rates.
After writing your newsletter, spend a few minutes deciding which type of subject line fits best. If you're unsure, go with a curiosity-driven subject line. It consistently performs well across markets.
Then brainstorm a few ideas and choose the one that sounds original. Anything that doesn't feel standard works best. Not just for subject lines.
You want to give your readers something they've never seen before. That's what will make them open your email. Your subject line is too important to be like any other. It needs to be unmistakably yours.