Key takeaways
- Six subject-line archetypes reliably attract attention: curiosity, questions, personalized pronouns, odd numbers, percentages/statistics and scarcity/time-limited wording.
- Curiosity works because people dislike unresolved questions, but deliver a genuinely stunning email body to avoid disappointing readers.
- Question-mark subject lines invite a desire for resolution and can spark ongoing conversations with recipients.
- Use pronouns like you and your to make inbox copy feel like a conversation, but only when the wording is genuinely relevant.
- Odd or irregular numbers stand out (e.g., “$42,571.68”), only use them if you can cite a source or build a compelling context.
- Percentages and stats draw attention, but accuracy and context are essential. Fudging figures risks permanently losing trust with your audience.
- Scarcity or time limits can prompt action from procrastinators, but avoid labelling every message as “URGENT” and rotate tactics.
Introduction
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.
FAQ
Curiosity piques attention because people generally dislike unresolved questions. Subject lines that hint at something surprising (for example, “you’ll never believe that…”) attract opens, but you must provide something genuinely stunning inside the email to avoid disappointing readers.
Question-mark subject lines create a desire for resolution and can encourage ongoing discussion with your audience. Use relevant, engaging questions that lead readers toward follow-up interaction rather than vague or unrelated queries.
Including pronouns turns an inbox message into a conversation rather than addressing a vague group. Ensure the subject line genuinely speaks to the recipient’s situation, don’t shoehorn pronouns where they don’t fit.
Odd or irregular numbers stand out visually in a crowded inbox. Precise figures (for example, “Why He Paid Yahoo $42,571.68…”) have unique appeal, but only use them if you can cite sources or build a compelling argument around the number.
Use percentages or statistics when you don’t have a single eye-catching figure, they still attract attention. Accuracy and context matter, misrepresenting statistics to make a subject line more attractive risks losing your audience’s trust permanently.
Scarcity or expiry dates prompt action because many people procrastinate; time-sensitive language can push recipients to act quickly. However, don’t label every email as “URGENT.” Use scarcity sparingly and combine it with other tactics for sustained success.
Make sure the email’s content delivers on the promise implied by the subject line. Consider building the subject-line idea around a truly stunning piece of content so readers aren’t disappointed when they open the message.
