What Are the Best Words to Use in a Subject Line?

Imagine your email is an airplane.

Your email readers are possible passengers. As your passengers sit down, order some coffee and open their magazines, the pilot of your airplane pikes up on the intercom and says, “Hello, this your captain speaking. Thanks for flying with us – we’ve been accident free since last Tuesday.”

Well, that pilot could be your subject line and while the subject line may be the smallest part of your email, what it says can make your passengers subscribe for the trip or have them jump off without a parachute and hope for the best.

So what are the best words to use to ensure your pilot keeps people on the plane but doesn’t crash into the sea of spam? Well, according to a recent study there are quite a few buzzwords – and some of them are commonly thought as buzzkills.

“Newsletter”… Nothing New

It may seem illogical, but email subject lines that have the word ‘newsletter’ receive 30% less opens than emails that don’t.

The study suggests that the word implies that it was simply ‘newsletter day’ rather than there be any real important news. It may be a good idea to replace the word with some words that encourage the reader to find out what the news is about. For example, instead of ‘April Newsletter’ you can try ‘What Happened in April.’

Make your clients feel like you are working to their schedule rather than you dictating to them on your own time.

Personalization is Preservation

Preservation of your existing clients, if the statistics have anything to say about it.

Which has more money – people or robots? So it’s a wonder why some emarketers insist to keep addressing their clients as robots!

Emails that included the client’s first name in the subject line tested higher than ones that failed to remember their name. Make it clear that you are trying to solve your reader’s problems instead of just your own.

SharpSpring Mail + has detailed personalization tools for the conscientious email marketer who wants to address their customers like human beings rather than robots.   

Common Courtesy Creates Customers

Common courtesy ain’t so common anymore.

But it should be if you want people to open the mail you send them. The word ‘Thank’ experienced double the open rate of emails without ‘Thank’ in the subject line.

This is because the word suggests the acknowledgement of some kind of transaction – whether it be financial or just clicking to opt into getting that first mail. A little appreciation goes a long way!

You can thank me for that one later. (I’m sorry I couldn’t resist)

Download Their Interest

Are you ready for this? Subject lines with the word ‘download’ in had a 400% percent higher open rate compared to those that did not include the buzzword.

These days, people want instant gratification and the word ‘download’ epitomises this concept. By implying that users will be able to download content just by opening your email, the email offers inherit value after being opened for the consumer.

See For Yourself

You don’t have to take my word for it or a researcher who spent years of his parent’s salaries to bring this information to you and I’m not even going to get a bunch of paid actors to back up what I am saying!

You can see for yourself – start using the A/B split test function on your SharpSpring Mail + account and test out these buzzwords yourself!

Have any of you found your own buzzwords that tend to work? Which buzzwords do you think are actually spam words? Comment below and join in on the discussion.

  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.