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Sending 1,000 cold emails and getting responses to only 85 of them might seem discouraging, but studies show that this is the reality - only 8.5% of outreach emails receive a response. Yet, the same research reveals a compelling insight, wherein emails with personalized subject lines see a much higher response rate of 30.5%.
This stark difference in the response rate strongly highlights how subject lines can impact your cold email outreach strategy. In simple words, subject lines have the power to ensure if your email gets a response or it stays unread till the receiver deletes it among spam mails.
Why subject lines matter in cold email outreach?
Subject lines are the first thing recipients see and it highly influences whether they open your email or simply scroll past it.
Psychologically, writing good subject lines is about tapping into human curiosity and urgency - grabbing attention, setting the tone, and creating expectations. A compelling subject line acts as a mental shortcut, signaling if the email is relevant or worth engaging with.
In cold outreach, the challenge is even bigger since the recipient isn’t expecting your message. To succeed, subject lines must quickly establish relevance and spark intrigue. Phrases like "Quick question about [their business]" intrigue recipients by implying value or a solution.
Here’s another example:
A subject line that says “Let’s Talk Business” is vague and likely to be ignored. But one that says, “[Recipient’s company] + [Your company]: Potential collaboration?” is specific and promises tangible value, encouraging the recipient to explore further. This is what one wants to achieve when sending emails in a cold outreach – getting the recipient to open the email.
How to make every subject line count?
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A good subject line doesn’t happen by chance. It gets good open rates because it follows certain guidelines:
- Keep it short and sweet: People's attention spans are decreasing, and with busy schedules, lengthy subject lines can feel burdensome. Additionally, longer subject lines often get cut off, particularly on mobile devices. To stand out, your subject line should be concise, clear, and engaging.
Examples: - Big news coming tomorrow
- Find what’s possible with [X]
- Make it personal: In time when people receive 121 emails a day, capturing attention through subject emails is quite a feat. One way to do that is personalizing them by adding a recipient’s name, company, or industry details, which can make your email stand out in a crowded inbox.
Research indicates that personalizing subject lines significantly boosts open rates. It signals to recipients that you’ve done your homework, making them more likely to acknowledge your effort by opening the email.
Examples:- Attended [Event Name] recently?
- [Name], is there too much on your plate?
- Loved your recent work on [Project/Topic] - ideas to take it further
- Stir curiosity: The best movies are those that create suspense. Similarly, the best email subject lines create curiosity among the reader, driving them to open the email. However, don’t confuse sparking curiosity with being clickbait. While clickbait creates misleading expectations and leaves readers feeling disappointed or deceived, genuine curiosity delivers on its promise, building trust and engagement.
Examples:- How I “justify” charging £1,000+ per piece
- I know you wanted that.
- Noticed a broken link on one of your pages.
- Create urgency or scarcity: If immediate attention is your goal, then this tip will help. Craft a subject line that demands quick action by creating a sense of urgency. Human brains are wired to respond to urgency and if you can replicate that, the chances of higher open rates go up. That being said, make sure the urgency is relevant and not overdone.
Examples: - [Service] will cost you 70% more after 2 days
- Only 10 Spots left!
- Urgent: Need immediate feedback
Not every tip guarantees success for every audience. The key is to experiment with different subject lines - varying length, tone, personalization, and style. You can also do A/B testing and then monitor open rates. Take time to analyze what works and refine your approach. Testing different formats helps you discover patterns of your target audience and adapt strategies to maximize engagement over time.
Mistakes to avoid in subject lines
As we mentioned before, crafting the perfect subject line is an art. If you get it right, you can boost open rates and engagement but if wrong, your email might get ignored or flagged as spam. To ensure the latter case doesn’t happen, steer clear of the following mistakes:
- Being too salesy or spammy: Avoid excessive exclamation marks, ALL CAPS, or spammy phrases like "Click here now!" These can make your email look like spam and reduce trust, leading to lower open rates or being flagged by spam filters.
What to avoid:- BUY NOW!!!! Limited Time Offer!!!
- CLICK HERE NOW FOR FREE STUFF!
- YOU WON’T BELIEVE THIS SALE!
- Over-personalization: While personalization is effective, don’t overdo it. Adding too many personal touches can feel forced or creepy, making recipients uncomfortable instead of engaged.
What to avoid:- [Name], We Know You’ll Love This in [City]!
- [Name], Buy This to Improve Your Morning Routine at [Company]
- Overly vague or misleading: Subject lines that don't align with the email’s content create distrust. Misleading recipients with clickbait tactics can damage your brand’s reputation and lead to lower future engagement.
What to avoid:- You Won’t Believe This... (With no surprise inside)
- Important Update Inside (When the content is a simple newsletter)
- Too much complexity: Complicated subject lines confuse readers and take away clarity. Keep it simple, concise, and easy to understand to ensure recipients quickly grasp the value of your message.
What to avoid:- Unlock Revolutionary Marketing Frameworks for 2024 Featuring 5 New Pillars
- Explore a Multistep Process to Accelerate Revenue and Improve Metrics Across Platforms
Remember, there is no one formula for good subject lines, as what works for one audience may not work for another. At the end of the day, the goal is simple: your subject line should intrigue the recipient enough to open your email. You can also utilize automation tools like Tiny Command or Mailchimp to test, learn, and adapt. Because every open email brings you one step closer to building meaningful connections.
If you’re interested in learning more about outreach, read our blogs here.
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