In the fast-paced world of email marketing, the subject line is your first and often only chance to grab a recipient’s attention. With inboxes flooded with promotional emails, newsletters and notifications, decision-makers and consumers alike are becoming increasingly selective about what they open. If your subject line doesn’t pique their interest immediately, your email may be ignored or, worse, sent straight to the trash.
Why Subject Lines Matter
A subject line serves as the gatekeeper to your email’s content. It determines whether your message gets opened or lost in the sea of unread emails. Studies show that 47% of email recipients open an email based on the subject line alone, while 69% report emails as spam purely because of the subject line.
So, how do you craft subject lines that stand out? It’s all about creating curiosity, personalisation, and avoiding obvious marketing language.
Strategies for Crafting Effective Subject Lines
Here are some key strategies to consider when writing subject lines that drive open rates:
1. Test Different Variations
There’s no one-size-fits-all approach to subject lines. Testing different variations through A/B testing can help identify what resonates best with your audience. Experiment with length, tone, and formatting to see what yields the highest open rates.
2. Create Curiosity
People are naturally curious, and a good subject line should tap into that. Vague yet intriguing subject lines tend to perform well because they compel recipients to open the email to learn more. Examples include:
- “A quick question…”
- “Did you see this?”
- “This might interest you…”
3. Make It Personally Relevant
Personalisation increases the chances of engagement. Including the recipient’s name, company, or a specific reference to their interests makes the email feel more tailored and less like a mass marketing blast. For instance:
- “[First Name], a quick thought on [Topic]”
- “You’ll want to see this, [Company Name]”
4. Avoid the Obvious Marketing Pitch
Overtly promotional subject lines tend to get filtered out by spam detectors or ignored by recipients. Instead of phrases like “Buy Now!” or “Limited Time Offer,” opt for a more conversational and authentic approach.
Subject Lines That Work
Some of the highest-performing subject lines are surprisingly simple yet effective. Examples include:
- “Follow Up” – Leaves just enough ambiguity to make the recipient wonder what the follow-up is about
- “Enquiry” – Suggests a legitimate business enquiry rather than a sales pitch
- “Catch Up” – Feels personal and casual, encouraging engagement
These subject lines work because they create a sense of familiarity and intrigue without immediately signaling a sales-driven intent.
What Happens After the Open?
Getting the recipient to open the email is only half the battle; once they do, the content inside must be equally compelling. Strong, engaging copy should keep their attention and drive them toward taking the desired action—whether it’s scheduling a call, making a purchase, or simply learning more.
Conclusion
In email marketing, the subject line is your first impression. Crafting concise, intriguing and personalised subject lines can make all the difference to your email campaign’s success. By testing different variations, sparking curiosity, and avoiding obvious marketing language, you increase your chances of standing out in a crowded inbox and capturing your audience’s attention.
Next time you write an email, ask yourself: would this subject line make me want to open it?
How Can We Help?
Marketscan’s powerful email marketing platform, EDGE, is designed specifically for B2B success, offering a seamless and efficient way to engage your audience. With EDGE, you can:
✅ Create professional Outlook-styled or visually creative emails
✅ Build custom landing pages with unique URLs
✅ Set up automated campaigns for effortless engagement
✅ Access advanced reporting for data-driven insights
✅ Upload GDPR-compliant third-party data with ease
Whether you prefer a self-service package or a fully managed campaign, EDGE provides a simple yet powerful solution to elevate your B2B email marketing strategy.
Looking for a GDPR-compliant contact list for your next email marketing campaign? Get in touch with us today and enjoy an exclusive 10% discount on your first order. Don’t miss out—let’s get your campaign started!
Who are we?
Marketscan is a B2B data provider based in West Sussex with over four decades of experience in the B2B industries. We provide businesses with GDPR compliant, TPS/CTPS checked data for their marketing campaigns.
