How You Can Create Winning Email Subject Lines

How You Can Create Winning Email Subject Lines


In last week’s post I gave you a challenge. (In case you missed it, click here to read.) I asked you to guess which email subject line resulted in more opens from two recent email blasts we sent. Did you guess right?

Here are the winners:

Campaign #1
A. Why You Don’t Need A Blog Calendar – The Winner
B. Why I Trashed My Blog Calendar

Campaign #2
A. Blogging is Not a Pain in the Arse
B. Afraid of blogging? Think About This: – The Winner

So what does this all mean? To create winning email subject lines, you must speak directly to your ideal client. You have to get into her head.

Subject line tests are a great way to find the language that resonates with your audience. Here are some questions to consider before you start writing: How does your ideal client speak? What kinds of words does she use? How does she feel about what you have to offer?

And you have to make it about her, not about you. Campaign 1 is a great example of this. The winning subject was the one with the word “you” rather than “I”.

What is her hot button or biggest fear? I know my audience struggles with creating blog content. The subject line that received the most opens in Campaign 2 speaks directly to the fear of blogging. So it’s not surprising that it was the winner.

The big take-away is this: Tie your subject lines directly back to your ideal client’s most pressing needs. Keep in mind that the only thing going on in her head when she makes a split second decision to take the next step (in this case, open your email) is…

“What’s in it for me?”

So next time you prepare an email blast, write the content first. Then, create a few potential subject lines. Choose two that you like the best and then conduct a split test to see what really works. After a few split tests, you’ll start seeing patterns in which subject lines get the most attention. And then you can refine from there and more consistently create winning email subject lines that catch the attention of your ideal customers.

Cool, right?



Betsy Kent

Betsy Kent

I work with ambitious entrepreneurs and businesses to uncover exactly who their ideal customers really are, what they want more than anything else in the world, and the perfect words to use on their websites, in their marketing, and when they talk about their business. I've guided hundreds of clients through my signature process and formula, and as a result, they’ve generated hundreds of thousands of dollars in new business revenue with more ease and confidence than ever before.

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