The Definitive Guide to Lead Generation

CHAPTER EIGHT: EMAIL MARKETING
EMAIL SUBJECT LINES
Your subject line, in conjunction with a trusted From address, is what drives opens. Make it clear and concise, and
don’t be afraid to try something creative—you can always A/B test before sending it to your entire list.
Here are some best practices to
improve your open rates:
• Frame your subject line as a
question. Questions compel
readers to open your emails as
they pause to consider the
answer. Nab their attention with a
simple question mark.
• Try a list. This is where your “Top
10” and “5 Tips” subject lines
come in. People gravitate towards
short, easily digestible information.
• Make a psychological appeal.
According to Copyblogger, the
subject line “You are not alone”
gets an average open rate of
90%. As you write your subject
lines, keep basic human
psychology in mind.
• Be conversational. Don’t be
afraid to use conversational
language in a subject line. Your
leads are people, so use natural
language that references
real-life interactions.
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