It’s no big secret that a strong subject line can stand out on the screen. In fact, plenty of industry voices point to this part of the marketed message as the most crucial point in the process. Unfortunately, simply acknowledging the need for a great subject line isn’t the same as crafting offerings that capture the attention of your audience. With this in mind, let’s take a look at the six examples of subject lines that stand out on a page – as explained by Business 2 Community’s Larisa Bedgood – as well as how your brand can incorporate these archetypes into your next winning campaign.
The Role of Curiosity
First up on Bedgood’s list is the concept of curiosity. Piquing the curiosity of the viewer on the other side of the screen derives its power from one fundamental truth – people generally can’t stand leaving a question or query unsolved. For instance, having a subject that starts with “you’ll never believe that…” and finishing with an outrageous claim fits this approach admirably. Naturally, you’ll need something truly stunning on the other side of the email fold to avoid a letdown, but if you build around this constraint, you’ll be the proud owner of an engaging and attractive subject line.
Fitting in a Question Mark
Much like statements that play on the curiosity of the reader, question marks naturally lead to a desire to see a resolution or ending to the topic. The best part about incorporating relevant and engaging questions into your subject lines is that once you’ve captured the attention of the reader, this base query helps foster and grow what can be a continuing discussion with your target audience – something any brand would be happy to add to its outreach initiatives.
The Name Game
Too often, brands on the right track for email marketing success speak to the audience as a whole, and not to each person on the other side of the screen. As Tim Ash of ClickZ points out, utilizing pronouns, like you and your, in your subject lines – and throughout the body of your message – helps turn the dialogue in the inbox into a true conversation, and not just a speech directed toward an ambiguous group of users. The big key here is finding a relevant subject that speaks to the audience and not just shoehorning in pronouns for little to no reason.
The Draw of Odd Numbers
If you’re looking to put your consumer or product data to good use on the subject line, Bedgood goes on to note that odd or irregular numbers do a great job of standing out in a crowded inbox. Subject lines that fit this mold – like “Why He Paid Yahoo $42,571.68…” – have a unique appeal that text only offerings just can’t replicate. As long as you can cite your sources or build a compelling argument for your product or service around these numbers, don’t be afraid to pull out the most eye-popping example you have on hand.
Parceling out Percentages
Even if you’re not in possession of a singularly astounding figure, percentages and other statistics help fill this void. Again, accuracy and context play a major role on this front, but the same concepts that create an attractive numerical subject line still hold true – the more head-turning the better. For the brands that do sneak their toes over the line and fudge a few statistics to build an artificially attractively subject line, be forewarned; if and when your audience finds out, you’ll never be able to truly regain the trust of these valued potential and current customers again.
Creating Action Due to Scarcity
Finally, the last example on the list taps into the idea that generating a reaction based on scarcity or time-sensitive information can create an immensely powerful response from the people that comprise your contact list. In his look at this concept, Pete Prestipinio of Website magazine explains that scarcity tactics can help “scare up” favorable responses from your audience.
Puns aside, the formula behind this approach is simple. People tend to procrastinate or waffle on important decisions, so putting a time limit or expiry date on your content and offerings can help get these individuals off the fence and heading to your web page in a hurry. Just like the rest of these methods, going overboard and labeling every email as “URGENT” isn’t the way to approach this process. However, sprinkling in this tactic, as well as some of the other options covered, could hold the key to sustained email marketing success via attractive and engaging subject lines.