#subjectlines

Expert Tips: Crafting Subject Lines and Preview Text for Maximum Email Opens

  Amid the buzz of your inbox, certain emails leap out and compel you to click. Ever wondered why? It's the art of crafting irresistible subject lines and preview text that makes the difference. For marketers, mastering this craft is essential to boost email open rates and ensure your messages aren't lost in the digital void.

The Science Behind Subject Lines

Subject lines are the gateways to your email content. Think of them as the marquee of a movie theater, designed to entice and draw in the audience. Research shows that 47% of email recipients open emails based solely on the subject line. This statistic underscores the need to invest time and creativity into crafting compelling subject lines.

1. Keep It Short and Sweet Attention spans are short, and mobile screens are even shorter. Aim to keep your subject lines between 5-8 words or 40 characters to ensure they are fully displayed on mobile devices.

2. Utilize Action-Oriented Language Encourage immediate action with words like "download," "register," "discover," or "explore." These verbs not only create urgency but also guide the recipient toward the desired action.

3. Customization with Personalization Emails addressed personally (think: "Hey [First Name],") have a 26% higher chance of being opened. Incorporate the recipient’s name or other personalized information to make the email feel tailored and relevant.

4. FOMO and Urgency The Fear of Missing Out (FOMO) is powerful. Phrases such as "Limited Time Offer" or "Only a few left!" create a sense of urgency that compels recipients to act quickly.

  The Role of Preview Text

The preview text, also known as preheader text, is the snippet that follows the subject line in the inbox. It acts as a secondary hook, reinforcing the message of the subject line and providing additional context.

1. Complement, Don’t Repeat Your preview text should work in harmony with your subject line. Use this space to provide additional details or reinforce the message without repeating it verbatim. For example, if your subject line reads, "Unlock Exclusive Discounts," follow with "Save up to 20% on your next purchase."

2. Capitalize on Curiosity Generating curiosity encourages clicks. Tease the content with questions or intriguing statements. For example: "Find out how to boost your ROI in Q4."

3. Limit to 35-55 Characters Preview text can be truncated, especially on mobile devices. Keep it concise and ensure it's eye-catching within the first 35–55 characters to capture attention even at a glance.

  Testing and Analyzing for Success

Optimization is key to maximizing email open rates. Employ A/B testing to evaluate the effectiveness of different subject lines and preview texts. Track and analyze open rates to discern patterns and preferences within your audience.

1. Run A/B Tests Create two versions of your email, differing only in the subject line and preview text. Send each version to a small segment of your list to measure which performs better—then send the winning version to the rest.

2. Analyze Open Rates and Engagement Review metrics such as open rates and click-through rates. Identify which types of subject lines and preview texts consistently perform best and refine your strategy accordingly.

3. Stay Updated with Trends Consumer preferences evolve, often influenced by broader cultural and technological trends. Stay informed about what’s working by following leading blogs, attending webinars, and participating in marketing forums.

  Final Thoughts

Crafting the perfect subject line and preview text is akin to fine-tuning a headline for an article. It’s about prompting curiosity, invoking urgency, and promising value. By applying these expert tips and continually refining through testing and analysis, marketers can significantly elevate their email open rates.

If you could do with some 'time-saving' constructive help, crafting the perfect Subject and Preview for your own Emails & Newsletters, pop along and check what Subject'O'Matic AI could do for you. Simply paste in your email content, then click to generate 10 tailored subject lines and preview texts, each designed to capture attention, create urgency, and drive clicks. As the inbox continues to crowd, mastering the nuances of subject lines and preview text becomes a pivotal element in the success of any email marketing campaign.

by DeAnna Caldwell, CRM Specialist

Between growing competition for inbox attention and increasingly stricter spam filters, getting your customers to see your email - let alone open your email - can be a real challenge. Luckily, a few small tweaks to your subject line can improve not only your open rate, but also your deliverability.

Personalize Your Subject Line

Personalizing your subject line tends to provide measurably better open rates. While listing a recipient’s name is a common practice, also consider including past purchases, previous actions on your site or even the user’s location. But a word to the wise: Be sure to not overuse or misuse your database information. Sending too much personal information may come off as “spammy.”

Keep it Short

In today’s digital world, about 65% of all emails sent are opened on mobile! When optimizing your email for mobile, keep in mind the limited number of characters recipients can see on their device. What may appear as an engaging subject line on desktop won’t have the same pull on mobile if your subject line copy is cut off. Standard email clients typically display 50 characters or less, but mobile typically shows just 30 to 44. For best results, be sure to view your subject line on mobile before sending.

Ask a Question or Include a Call To Action

Engaging with the recipient in the form of a question or call to action can help differentiate your email from the rest. You can also engage your recipient even more simply by adding “you” or “you’re” into the subject line.

Avoid Spam Words

Avoid words that are typically flagged in spam filters. Top offenders include “free,” “cheap,” TOO MANY CAPS, symbols, and anything overly salesy. Think of them like the wacky inflatable arm man.

A/B Test

For our Mailchimp clients, we like to segment subscriber groups based on recent activity vs. recent inactivity to try and test different subject lines. It’s harder than it should be to setup but it’s way easier than doing the same thing on bigger enterprise email systems.

There is a fine art to crafting an appropriate subject line for your emails. Learn all about it by reading our new blog post. How To Write Irresistible Email Subject Lines.