Email Subject Lines: 9 Copywriting Techniques to Boost Open Rates

Numbers lend credibility to your message. Include a statistic from a survey, a time-saving figure, the discount percentage figure, or the number of steps in your how-to-guide.

For example:

"40% off today only"

"15 ways to save on energy"

• Consider using a question to add interest or promise to show how readers can do something. For example, "Jane, here's how to boost your home's value."

• Ensure you know your customers' pain points and use that to offer a solution to their issues.

• Use the FOMO technique occasionally to boost short-term engagement. “Peter, your 20 percent discount expires at midnight.”

Studies show that personalised subject lines can increase open rates by 50%.

Email subject lines sound personal when you keep the language informal and write like you're talking to a friend. For example, "Linda, we don't want you to miss out."

Use language that is unique to you and complements your personality.

Unconventional words make your subject lines more noticeable. For example, Activewear retailer Fabletics used this subject line: “Your butt will look great in these workout pants.”

Experian found that emojis in the subject line can increase open rates by 45%. But in B2B business or a more formal business, emojis may seem inappropriate.

Experiment by split testing two versions of the same subject line - with and without emoji.

"You", "your," "yours," and "yourself" make the reader feel more emotionally connected to your business and the message.

Write about your reader, not about your business. Emphasize how the reader will benefit from reading your email.