It’s finally summer. Sweet, glorious summer. And just as the temperature is rising, so are sales and marketing goals.
With email being one of the most successful marketing channels for driving sales, being able to craft the perfect subject line will give your email that extra nudge above the rest. Why? Simply put, it’s the most important part of your email. If your subject line is drab, no one will see how fab your email actually is.
When crafting your sun-tastic subject lines this summer, here are a few things you can test out:
- Keep it short and sweet! According to Marketo, 41 characters or 7 words garners the most engagement on an email.
- Make sure you are monitoring your success properly. Campaign Monitor found that the average open rate across all industries is 21.5%, a 3.5% increase from last year. However, this (and the decrease in open-to-click rates) is in part due to Apple’s new MPP.
- Know your audience. Not all generations are looking for the same thing. For example, as stated by Ometria, Gen Z is 11.7% more likely to respond and be loyal to a company that believes in sustainability than every other generation. Showcasing these ideologies sincerely in your subject lines will help draw your audience in.
- Take advantage of the holidays! Uplers email does a great job in their article explaining why and how holiday email subject lines can boost open and conversion rates. Their tips can help businesses capitalize on the summer holiday’s as well, especially when people are in the buying mood! While it’s a slight decrease from last year’s spending, the National Retail Federation’s annual consumer survey forecasts that people will be spending around $20 billion on Father’s Day alone.
- Optimize Your Preheader Text. Think of your preheader as an extension of your subject line. Since you want it to be on the shorter side, you can utilize your preheader to point out information that you may have wanted to include in the subject line but had to cut out.
- Don’t be afraid to use emojis! Yes, they’re everywhere, but that’s because they’re fun! According to HubSpot, 56% of brands using emoji in their email lines had a higher open rate.
- A/B test your subject lines. In their State of Email report from 2021, litmus found that 55% of marketers aren’t A/B testing their subject lines and are missing out because of it. So if there are two great lines, use them both and let the results speak for themselves.
- Create a sense of urgency and curiosity. Big or small, mysteries draw people in and the same goes for your subject line. In his study, Hans Liljenström found that “simulation results seem to confirm the notion that if decisions have to be made fast, emotional processes and aspects dominate, while rational processes are more time consuming and may result in a delayed decision.” While sales and the buying process are less extreme, creating that sense of urgency in your subject lines triggers the same area of the brain, just on a smaller scale. Draw folks in by teasing your content.
Now that you’re armed with the facts to up your subject line game, here are some of our favorite past subject lines from brands.
- Asos - “You this summer: 🙆♂🕺🏄♂⛹😎”
Why we like it: It’s short, and to the point, and their use of emojis is not only fun but also eye-catching. While it may not be personalized, by using “you”, they are pretty much pointing the finger at each individual who gets their email, almost daring them not to have a fun-filled summer.
- Ulta Beauty - 🥅 Our summer goal 👇
Why we like it: Another great example of emoji use. They aren’t beauty-related, but the goal is a play on the line and the hand draws the reader’s eyes down. In addition, they leave a sense of mystery. Do you want to know what their goal is? Open to find out!
- Jack Spade - You Owe it to Dad
Why we like it: Not only are they capitalizing on Father’s Day, but they also do a great job of creating curiosity. I know I owe my dad for a lot of things in life, but Jack Spade obviously thinks they know what that is.
- PETCO - LOUD NOISES!
Why we like it: This honestly may be one of my favorite subject lines of all time. Petco knows its audience (pet parents) and takes advantage of the season (summer/fourth of July) in this subject line. Many animal parents/owners can picture their fur babies yelling this when the next-door neighbor is setting off their grand finale fireworks.
Follow these tips and find inspiration in the examples, but never lose sight of the messaging your company is sending and the results you’ve had in previous successful campaigns. In some cases, longer subject lines may work for your emails and average open rates range from 17.1% to 28.5% across different industries. In the end, your audience is the most important part and they joined your list for a reason. Rock on this summer and happy emailing.
Tune into our deliverability series blog on June 21, 2022 as Dela Quist of Alchemy Worx writes about effective subject lines. Then register and join our live discussion with him on July 13, 2022.
About the Author
Jordan joined the Webbula team in early 2022 as the Lead Generation Manager. She previously has 3 years of B2B marketing experience, specializing in technology and SAAS companies. In her previous roles, she has increased brand recognition and reach through multiple channels including email, social, and account-based marketing that helped exceed both revenue and customer acquisition goals.