How To Write Subject Lines That Actually Convert
Writing attractive subject lines can be tricky. The subject line is what makes people open, ignore, or delete your email. I honestly believe it’s the most important part of a high converting email. It’s simple really:
Good subject line = lots of opens and traffic.
Bad subject line = barely any opens and a little traffic.
So clearly having a killer subject line is crucial if you want to get anywhere with email marketing. You need to remember, few people open all of their emails… And very few people open them and actually read them or click on any links. So if you want your emails to be in the “top percent” you need to work your ass off to produce killer subject lines.
I usually take 2 approaches to writing my subject lines, they both work very well. You can write:
- Weirdly Wonderful, Damn Obscure, Random, Funny, and Awesome Lines.
- Really Direct Subject Lines
Before I explain which ones do what and when to use them, you need to know what a good subject line does. A good subject line explains/gives a hint about what’s in the email. So if you write super weird, wacky, funny, and random subject lines your open rates will sky-rocket, but you can’t use them unless they relate to your actual email.
A dumb example of people doing this the wrong way:
Subject line: Homeless Guy Eats 3 Children – Will Your Child Be Next?
Body: I’m just kidding; I just wrote that subject line to make you open this email. Really I want you to go read my blog post or go buy product X.
Doing that will get high open rates, but people will hate you for misleading them. If you are going to use a random, funny, and obscure subject line, it MUST relate to your actual email. Otherwise, you should use the direct route. An example of a direct subject line:
Report Teaches You How To Get Traffic From Google
That subject line is pretty direct if the email was about getting free Google traffic, and should get a pretty bad open rate. It can still be direct, but a lot better:
Shocking Report Reveals The Secrets To Free Google Traffic
So that’s being direct, not misleading anyone and getting high open rates because of the cool words I added to it. Just remember that the super weird headlines get a shit load of attention, but if they’re not at all relevant to your actual email you won’t get results. (Results being click-throughs and sales)
Your subject line should give a brief summary of what your email is about. Then your email should have an intro, more info, a call to action, and a P.S. line with another call to action. That’s the simple formula me and many other famous marketers use to get results. The other option is to be all secretive and write something like:
Have you seen this weird tactic for making absurd amounts of money online?
Of course, it would be longer, but that’s an example of using secrecy to get click-throughs. I honestly think you’re better off going the info, more info, call to action, and P.S. line route. Same goes for being direct in your subject lines. That way you defeat the element of surprise so people will actually click to your site/affiliate offer.
With all that being said, if you can put together a super weird attention-grabbing headline that’s not misleading, by all means, do it! Next, you just have to do a little copywriting. You know that strange art of crafting words in a special way to attract a ton of attention. Not everyone has the ability to become a master copywriter; it should just come to you after a little work.
Otherwise, you have to work a little harder and learn the words that make people tick. Eventually, you’ll be able to use your words to influence people’s actions. People’s actions being email opens, click-throughs, and sales. Here is a short list of words you can use to draw attention to your emails:
- Secret/Secrets
- Unleashed
- Special
- Limited
- Limited Time
- Expose/Exposed
- Insane
- Weird
- Strange
- Utterly/Completely (Adjective)
- News
- Bad
- Exclusive
- Mind Boggling
Using those words you should be able to form a subject line. Then use these tips:
- Be Current (“Colonel Gaddafi” Killed & His Secret Traffic Report Uncovered)
- Use Symbols (*Really “Strange” Traffic Generation Secret Unleashed!! (Urgent)*)
- Tell People What To Do – Open This Email Right Now Or Else!
- Use What’s In The News – Example of being current, just an idea.
Those are just a few of my many tricks I use to craft killer subject lines that actually convert! Use them wisely…
In Prosperity,
David Wood
P.S. Leave me your thoughts and comments in the box below.
Comments
Tyronne Ratcliff, October 25, 2011, 13:45
Using the P.S. line to give your readers another call to action is a great way to get more clicks, more traffic, and possibly more sales.
Mark Randall, October 25, 2011, 14:05
Thanks again David…you always provide a lot of good information that marketers can actually use! I will be putting some of this info into action right away! You’re the man!
Tanisha, October 25, 2011, 14:15
I like ‘exposed’ because people love juicy stuff and love to know what needs to be exposed… you are awesome DAVE!
Maria Eves, October 25, 2011, 14:25
Yes, I do believe it’s all in the subject. You put in there ‘here’s your commission’ and they open. Curiosity gets the cat. I like that word ‘Weird,’ it creates curiosity too. Thank you for sharing, David.
Aaron Hardy, October 25, 2011, 14:35
David, as always, you have delivered valuable information that will help me become a better online marketer…Thanks, Dude!!!
Ryan Biddulph, October 25, 2011, 14:45
“Weird” does so well, Dave. It’s a magic word. Use it in a title and you’re likely to generate a ton of opens. Weird, right? 😉
Brook Garretson, October 25, 2011, 14:55
Great tips on writing subject lines! I’ll be experimenting with some of these ideas in my next campaign. Thanks for sharing!
Amara Jenkins, October 25, 2011, 15:05
I completely agree with your approach, David. The way you break down the importance of a subject line is eye-opening. I’ve already started implementing these techniques, and I’m excited to see the results!
Rafael Alvarez, October 25, 2011, 15:15
This is incredibly useful information. The difference between a direct and a creative subject line can indeed make or break an email campaign. Thanks for laying it out so clearly!
Simone Delacroix, October 25, 2011, 15:25
I’m curious about how you would approach subject lines in a non-marketing context, like personal emails or newsletters. Would you recommend the same strategies?
Jamal Roberts, October 25, 2011, 15:35
While I agree with most of your points, I think there’s a fine line between being catchy and being misleading. Sometimes, a subject line can backfire if it’s too out there. What’s your take on that?
Nina Kovács, October 25, 2011, 15:45
Hey David, it’s been a while! Hope you’re doing well. I loved this post, it’s given me a lot to think about for my own campaigns. Let’s catch up soon!
Gabriel Wilson, October 25, 2011, 15:55
This reminds me of a time when I used a subject line that was way too vague. It ended up not resonating at all with my audience. After reading this, I realize how important it is to strike the right balance. Thanks for the insight!
Alina Kaur, October 25, 2011, 16:05
I’ve recently come across a tool that helps generate subject lines based on past email performance. It’s called SubjectLine Pro, and I’ve found it to be pretty accurate. Might be worth checking out!
Vincent Hong, October 25, 2011, 16:15
I’m a bit skeptical about some of these tactics. Have you done any A/B testing to prove that the more creative subject lines actually convert better? I’d love to see some data on this.
