When a task requires a particularly high level of creativity, it is the sending of a newsletter — especially the writing of the email subject line. The subject line is the first thing the recipient notices. If the subject line is boring and not meaningful, an email will get lost in the crowd.
Today's email inboxes contain a large number of messages, and that number continues to grow every hour. If insufficient attention is paid to the subject line, there is a risk that a newsletter will receive no attention at all.
The following sections examine different types of subject lines in detail to illustrate how subject lines with similar impact can be formulated for one's own emails.
Type 1: Curiosity-inducing subject line
Curiosity is a human trait. It can be used deliberately to encourage recipients to open an email. Subject lines that spark curiosity often achieve particularly high open rates.
Examples:
- Our top-rated model among 22 tested digital cameras
- This trick is guaranteed to lead to a job interview
- The best protein sources for vegans
If no concrete idea for a perfect subject line is available, the curiosity-driven approach is a proven and reliable choice.
Type 2: Subject line for offers and discounts
When products are offered, promotions are regularly sent to interested parties by email. Time-limited offers in particular increase the likelihood that a newsletter will be opened.
Examples:
- 10 % discount on kitchen furniture until 12/08
- Our office suite free for students until 05/20
- €10 voucher on all electronic products
The subject line should already indicate what the offer applies to and, ideally, until when it is valid. Emails with clearly communicated offers are generally read with higher priority.
Type 3: Subject line conveying fear or danger
Fear strongly influences human behavior. As soon as a sense of danger arises, attention increases. This principle can be used to increase a newsletter's open rate.
Examples:
- Anyone who does not take this vitamin will die earlier
- This smoke detector can save your family's life
- 4 symptoms that help detect a heart attack early
Creating fear or uncertainty is considered a questionable method of attracting attention. A look at current news shows how frequently negative content is used to generate interest.
However, the use of such subject lines is not recommended, as there is already an abundance of negative content and this trend should not be further reinforced.
Type 4: Humorous subject line
Humorous subject lines can also encourage recipients to open an email. They work similarly to curiosity-inducing subject lines but hint at entertaining content.
Examples:
- This DIY shave seems to have gone wrong
- This 80-year-old wanted to prove something at the gym
- A cat riding on the back of a turtle
The effectiveness of such subject lines lies both in the curiosity they spark and in the expectation of humorous content.
Type 5: Subject line for an important email
Important emails attract special attention and are often read before other messages.
Examples:
- Only 5 hours left until the offer ends
- Your ID card is ready for collection
- Your order will arrive today at 9:00 a.m. via DHL
With a bit of creativity, compelling subject lines for important content can be created. Such emails are rarely ignored and therefore achieve high open rates.
Type 6: Subject line for free offers
Free offers and savings opportunities generate strong interest. Subject lines that communicate a gift or free added value often achieve a high response rate.
Examples:
- 50 free printer cartridges for Epson printers
- Your free notepad is here
- We are giving away 10 issues of our magazine
Such offers can attract new prospects and also reactivate inactive customers. Online shops in particular benefit from this strategy.
Type 7: Personalized subject line
Email personalization makes it possible to present messages in a more individual manner and to clearly stand out from mass mailings.
Examples:
- Tom, are you making this embarrassing mistake at the gym too?
- Mr. Müller, bring your Mercedes E 350 in for its inspection
- Happy 50th birthday, Ms. Schneider!
The more personalized an email is, the higher the open rate tends to be. Testing different variables helps identify particularly effective approaches.
Type 8: Subject line with product name
Using a product name can make a subject line more appealing, especially when the product is still unknown.
Examples:
- Our SmartTrack 2021 software is now available
- Makita cordless lawn mower – price and details
- New LED flashlight BrightStar 10
When launching new products, it is advisable to inform newsletter subscribers about them in a targeted manner.
Type 9: Subject line for a story
Stories spark interest and emotion. If a subject line hints at an engaging story, the likelihood of the email being opened increases.
Examples:
- What happened on a business trip to Japan is unbelievable …
- Nearly extinct: What happened millions of years ago
- Why the middle years were particularly challenging …
Stories are ideally suited for effective marketing, as they generate curiosity and engagement.
Type 10: Subject line for new content
Newsletters that inform readers about new content are used relatively rarely, even though they represent a simple and effective promotional method.
Examples:
- New on the blog: 10 tips to combat fatigue
- Reading tip: 5 energizing drinks without caffeine
- Video: Dog scares off two burglars
New content often struggles to gain attention. An existing newsletter mailing list provides an ideal basis for increasing reach and visibility.
Conclusion
Numerous effective types of subject lines have been presented that can contribute to high open rates. As a complement, the article Tips for increasing open rates is recommended.
After creating a newsletter, sufficient time should be invested in selecting an appropriate type of subject line.
By collecting several ideas and choosing the most unusual or most original option, particularly strong results can be achieved.
Unconventional subject lines stand out from the standard and increase recipients' willingness to spend time reading the email.
Creative and unique subject lines help ensure that newsletters are opened more frequently and, in the long term, also increase the economic success of a newsletter.