The recipient’s name in the subject line is a useful way to immediately grab the reader’s attention, as the human brain automatically responds to a name. In 2023, TANK New Media found, using A/B testing, that personalizing email subjects with the recipient’s name increased the open rate by 35% .
On the other hand, marketing automation makes this option much easier, which has led to a certain saturation in inboxes. In order not to lose impact, use the recipient’s name in the subject of your email only when it is really justified and in combination with other strategies.
Personalize the subject line with relevant information
Including the recipient’s name is just the female database beginning of personalization. The best subject lines take personal references even further, using relevant personal details about the reader such as their location, purchase history or social media interactions.
This way, it is easier to make the person feel addressed beyond a first impression. The potential of segmentation in email marketing campaigns should be fully exploited. Sometimes, waiting for the content of the email can be too late.
Place keywords at the beginning of the subject
Keywords guide the reader as to whether the content of the email is of interest or not. Placing them at the beginning of the subject line of the email is one of the best practices for writing an email. Some senders choose to include key terms in what is life expectancy parentheses, such as [New webinar] , [Agenda] .
As well as providing clarity, this helps prevent keywords from being cut off in recipients’ inboxes. Point 2 shows the strict limits that mobile devices can have, and it should be noted that around two-thirds of emails are opened on smartphones . Specifically, Mailjet estimates that 71% of total email opens will be on mobile devices in 2024, although other sources slightly lower this percentage.
Exploits emotions such as the sense of urgency
Not all subject lines have to be based on purely informative content. Some very effective types of subject lines tap into powerful emotions like fear of missing out (FOMO). Here are the main ways to exploit it:
- Generate a sense of urgency with limited-time opportunities.
- Use intrigue with phrases like “Look what you’re missing.” Curiosity can be very persuasive and can generate interaction.
Remember that credibility comes first . In both cases, avoid clickbait and make sure you tell the truth about the content of the email. You should ee leads also not over-exploit these resources if you want them to maintain their effect.
In the next section of this article, you will find examples of cases that employ these resources.
