In the quest to boost email open rates, we’ve gathered insights from top marketing professionals, including Founders and Digital Marketing Managers. From expanding subject line preview space to crafting compelling subject lines with A/B testing, explore the four distinct strategies they recommend for optimizing your email marketing campaigns.
- Expand Subject Line Preview Space
- Customize Email Subject Lines
- Leverage Data for Personalized Subjects
- Craft Compelling Subject Lines with A/B Testing
Expand Subject Line Preview Space
As a digital agency heavily dependent on email marketing success, one highly effective yet often overlooked tactic to lift lackluster open rates I can recommend is expanding subject line real estate with urgent-priority prefixes and compelling questions. Headline readers simply need to open immediately to resolve mentally.
Rather than short, vague phrases or overplayed urgency clichés, modern email clients provide ample preview space for expanded, compelling headlines. For example, subject lines like:
[Priority Update From Leadership] How could this ruling impact our data privacy compliance readiness?
Or
[Urgent Notice] Why is this risk exposure being overlooked during vendor assessments?
Hook curiosity and urgency simultaneously while elaborating details further that viewers must satisfy by clicking in to verify importance and expand context. It breaks conditioned assumptions of over-embellished or vague marketese.
Since actively testing expanded subject lines, multiple client programs have seen open rate lifts exceeding past control bests by more than 20% and even nearing 40% for the longest-form investigative headlines.
Leslie Gilmour, Founder, BeFound SEO
Customize Email Subject Lines
To increase open rates, start customizing your email subject lines. Think of it like this: Say you, as a customer, love Marvel comics and keep searching for the best deals. Consider another customer who’s a fan of household plants and often browses and buys seeds and pots. What if both of you receive the same message, something like ‘Save Big on Shopping Today!’? Why would either of you want to open it? It’s one of many promotional emails you receive every day.
Now, there are many ways to personalize your email subject lines. And don’t worry—you don’t have to set up a devoted team checking each customer’s data. You can easily automate the entire process. For example, something like ‘[Customer Name], You’re Missing Out on Exclusive Deals on Plant Pots!’ It’s a small change, but it makes a large impact. Note how I created a sense of urgency while speaking directly to their wants. An email is more likely to be opened if it feels tailored for the customer.
Fahad Khan, Digital Marketing Manager, Ubuy Nigeria
Leverage Data for Personalized Subjects
Personalization goes beyond just inserting the recipient’s name; it involves leveraging data to create subject lines that resonate on a deeper, more individualized level.
For example, at Forge Digital Marketing, we use a combination of behavioral data and demographic information to craft subject lines that speak directly to our audience’s interests and needs. If a segment of your audience frequently engages with content related to “fitness tips,” a subject line like “Exclusive Fitness Tips Just for You, [First Name]!” can significantly boost open rates.
Additionally, incorporating a sense of urgency or curiosity can also drive higher engagement. Subject lines like “Last Chance to Save on Your Favorite Products” or “You Won’t Believe These Insider Tips” create a compelling reason for recipients to open the email immediately.
By making the subject line feel personal and relevant, and by tapping into the psychological triggers of urgency and curiosity, you can effectively increase your email open rates and drive greater engagement with your campaigns.
Erin Siemek, CEO, Forge Digital Marketing, LLC
Craft Compelling Subject Lines with A/B Testing
One of the best ways to increase email open rates is to craft compelling subject lines. You’ve got to catch people’s attention right off the bat. In my experience, using curiosity or urgency can work wonders. For instance, a subject line like “You won’t believe what’s inside!” or “Last chance to save 50%!” can make recipients more likely to open the email.
Don’t be afraid to A/B test different subject lines to see what resonates best with your audience. Small tweaks can lead to significant improvements.
Andrew Lee Jenkins, Owner, Catalyst RVA Marketing Agency
