{"id":22962,"date":"2022-09-10T04:31:12","date_gmt":"2022-09-10T08:31:12","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=22962"},"modified":"2024-01-18T10:30:08","modified_gmt":"2024-01-18T14:30:08","slug":"email-subject-lines-that-get-opened","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/09\/email-subject-lines-that-get-opened\/","title":{"rendered":"How to write email subject lines that get opened"},"content":{"rendered":"<h2>Target the recipient to boost email analytics<\/h2>\n<p>Useful information is among the top three reasons people share information via email or social media, according to research by Chadwick Martin Bailey:<\/p>\n<figure id=\"attachment_30509\" aria-describedby=\"caption-attachment-30509\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30509\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/09\/email-subject-lines-that-get-opened\/email-subject-lines-that-get-opened-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-subject-lines-that-get-opened\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s all about the reader&lt;\/strong&gt; Want to get opened? Write about the reader\u2019s favorite topic. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/female-hand-hold-open-envelope-post-515072374&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by AngieYeoh&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" alt=\"Email subject lines that get opened\" title=\"Email subject lines that get opened\" width=\"450\" height=\"300\" class=\"size-full wp-image-30509 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30509\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/09\/email-subject-lines-that-get-opened\/email-subject-lines-that-get-opened-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-subject-lines-that-get-opened\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s all about the reader&lt;\/strong&gt; Want to get opened? Write about the reader\u2019s favorite topic. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/female-hand-hold-open-envelope-post-515072374&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by AngieYeoh&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png\" alt=\"Email subject lines that get opened\" title=\"Email subject lines that get opened\" width=\"450\" height=\"300\" class=\"size-full wp-image-30509\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/09\/email-subject-lines-that-get-opened-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-30509\" class=\"wp-caption-text\"><strong>It\u2019s all about the reader<\/strong> Want to get opened? Write about the reader\u2019s favorite topic. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/female-hand-hold-open-envelope-post-515072374\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by AngieYeoh<\/em><\/a><\/figcaption><\/figure>\n<ul>\n<li><strong>Because I find it interesting\/entertaining<\/strong> (72%)<\/li>\n<li><strong>Because I think it will be helpful to recipients<\/strong> (58%)<\/li>\n<li><strong>To get a laugh<\/strong> (58%)<\/li>\n<\/ul>\n<p>Those findings echo research by <a href=\"http:\/\/dl.acm.org\/citation.cfm?id=1978942.1979456&amp;coll=DL&amp;dl=GUIDE&amp;CFID=390238781&amp;CFTOKEN=60725322\" rel=\"noopener noreferrer\" target=\"_blank\">three professors at Carnegie Mellon University<\/a>. They found that the best way to write subject lines that get opened is to show that your email contains useful information.<\/p>\n<p>In a series of \u201cthink-aloud\u201d studies, these professors asked participants to sort through emails in their own inboxes and in inboxes developed for the study.<\/p>\n<p>The answer? Readers are most likely to open emails with subject lines that focus on utility, or relevance \u2014 on \u201cinformation I can use to live my life better.\u201d<\/p>\n<p>So how do you write useful, helpful, relevant subject lines that get opened?<\/p>\n<h3>1. <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/features-vs-benefits\/\">Lead with the benefits<\/a>.<\/h3>\n<p>Best subject line ever? This one, from Dawn Grubb, got opened fast:<\/p>\n<h5 class=\"standalone\">Margaritas today at 5? I\u2019m buying<\/h5>\n<p>Opportunities, offers and discounts drive the most opens, according to Lyris Technologies. So focus on what\u2019s in it for the recipient, not what\u2019s in it for the sender.<\/p>\n<p>This one, a promotional email from <em>Portland Monthly\u2019s<\/em> Shop Talk, had me at Tim Gunn:<\/p>\n<h5 class=\"standalone\">Talk to Tim Gunn | Free Kiehl\u2019s Product | Bad Mall Photos<\/h5>\n<p>These two benefits subject lines got opened by subjects in a Nielsen Norman Group test \u2014 despite the fact that recipients didn\u2019t know the sender (And <a href=\"https:\/\/revvingupreadership.com\/2022\/09\/email-from-line\/\" rel=\"noopener noreferrer\" target=\"_blank\">overcoming sender unfamiliarity isn\u2019t easy!<\/a>):<\/p>\n<h5 class=\"standalone\">Z100 Pays Your Bills!<\/h5>\n<h5 class=\"standalone\">Lonely Planet\u2019s top 10 beaches<\/h5>\n<p>\u201cWhen users are looking through their inboxes and dealing with vast amounts of email, any indication that a message with worth opening is helpful,\u201d write Kim Flaherty, et al., in <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" rel=\"noopener noreferrer\" target=\"_blank\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty<\/a>.<\/p>\n<p>This classic advice for every message you write \u2014 no surprise! \u2014 also works for subject lines: Write about the readers\u2019 needs, not about us and our stuff.<\/p>\n<p>So think benefits.<\/p>\n<p>Benefits words are verbs, not nouns. And the voice of benefits is the imperative.<\/p>\n<p>We learned in school that the imperative voice was the command voice, and it can be:<\/p>\n<h5 class=\"standalone\">Go to your room! Do the dishes! Take out the trash!<\/h5>\n<p>But used for benefits writing, the imperative voice becomes the invitation voice:<\/p>\n<h5 class=\"standalone\">Save money! Make money! Save time!<\/h5>\n<p>No wonder benefits verbs like <em>add, open<\/em> and <em>try<\/em> increase email reading, according to a study by Return Path, a global data and marketing firm. Return Path looked at more than 2 million email subscribers from 3,000 retail senders over a month last year.<\/p>\n<p>(So, for that matter, do command verbs, like <em>register, download<\/em> and <em>click<\/em>.)<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff; width:90%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"3\">\n<h5 style=\"text-align:center;\">Benefits verbs in subject lines increase email reading, says Return Path<\/h5>\n<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">&nbsp;<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Average read rate for subject lines containing this keyword<\/h6>\n<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Keyword influence on read rate<\/h6>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Register<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">24.19%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+6.70%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Open<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">16.48%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+1.73%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Add<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">16.56%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+1.13%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Find<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">15.16%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+.58%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Download<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">25.03%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+0.3%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Try<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.71%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+0.28%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Click<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">12.27%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+0.20%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Phrasee adds weight to this evidence. Phrasee crunched the numbers on more than 40 billion successful (and not so successful) emails to identify what works and what does not in subject lines.<\/p>\n<p>When it comes to verbs, experiential words like <em>celebrate<\/em> get top results. Commands like <em>spend<\/em> perform less effectively. (Because who wants to <em>spend<\/em>?)<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"5\" width=\"100%\">\n<h5 style=\"text-align:center;\">Imperative\u00a0 voice works, says Phrasee<\/h5>\n<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h6>Phrase<\/h6>\n<\/td>\n<td style=\"width:20%; text-align:center;\">\n<h6>Phrasee score&#x2122;<\/h6>\n<\/td>\n<td style=\"width:20%; text-align:center;\">\n<h6>Open rate<\/h6>\n<\/td>\n<td style=\"width:20%; text-align:center;\">\n<h6>Click rate<\/h6>\n<\/td>\n<td style=\"width:20%; text-align:center;\">\n<h6>CTO rate<\/h6>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Celebrate<\/h3>\n<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">64<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">6.3%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">-18.1%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">-22.9%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Buy<\/h3>\n<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">61<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">18.0%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">-16.0%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">-28.8%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Get your<\/h3>\n<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">54<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">10.7%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">43.4%<\/td>\n<td style=\"width:20%; text-align:center; vertical-align:middle;\">29.6%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td colspan=\"5\" width=\"594\">*The Phrasee score is a normalized, weighted score that aggregates the overall effect a phrase has on response. The higher the Phrasee score, the more reliably positive the results are.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>And verbs like <em>continues<\/em>? Those are lackluster, too, probably because <em>continues<\/em> is a third-party verb (Wylie Communications <em>continues<\/em> to be great!)<\/p>\n<p>Readers care more about themselves and their needs that about your company and its stuff. I think <em>continue<\/em> would have fared better (<em>Continue<\/em> to become a better writer every day.)<\/p>\n<p>Adestra obtained similar results. Adestra analyzed more than 3 billion emails (free download) to learn which words work \u2014 and which don\u2019t \u2014 in subject lines.<\/p>\n<p>The U.K.-based email service provider found that verbs like <em>buy<\/em> and <em>save<\/em> outperformed adjectives \u2014 including <em>free<\/em>. So consider call-to-action subject lines.<\/p>\n<figure id=\"attachment_30507\" aria-describedby=\"caption-attachment-30507\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30507\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/09\/email-subject-lines-that-get-opened\/email-subject-lines-that-get-opened-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" data-orig-size=\"500,423\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-subject-lines-that-get-opened-2\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s the verb, Silly!&lt;\/strong&gt; Notice that the most effective words are verbs; half of the least effective ones are nouns. &lt;em&gt;Images by Adestra&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2-300x254.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" alt=\"Chart adestra\" width=\"500\" height=\"423\" class=\"size-full wp-image-30507 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png 500w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2-300x254.png 300w\" data-sizes=\"(max-width: 500px) 100vw, 500px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/423;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30507\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/09\/email-subject-lines-that-get-opened\/email-subject-lines-that-get-opened-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" data-orig-size=\"500,423\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-subject-lines-that-get-opened-2\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;It\u2019s the verb, Silly!&lt;\/strong&gt; Notice that the most effective words are verbs; half of the least effective ones are nouns. &lt;em&gt;Images by Adestra&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2-300x254.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png\" alt=\"Chart adestra\" width=\"500\" height=\"423\" class=\"size-full wp-image-30507\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2.png 500w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/08\/email-subject-lines-that-get-opened-2-300x254.png 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/noscript><figcaption id=\"caption-attachment-30507\" class=\"wp-caption-text\"><strong>It\u2019s the verb, Silly!<\/strong> Notice that the most effective words are verbs; half of the least effective ones are nouns. <em>Images by Adestra<\/em><\/figcaption><\/figure>\n<p>So does this mean that <em>Regi<\/em><em>ster! Celebrate! Save! <\/em>is the best subject line ever?<\/p>\n<p>Not at all.<\/p>\n<p>What it does mean is that leading with a benefits-oriented verb, using the imperative voice and focusing on what the reader will get out of your email is a best practice for subject lines. Just like it is for every other thing you write.<\/p>\n<h3>2. <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/types-of-articles\/tipsheet\/\">Write how-to subject lines<\/a>.<\/h3>\n<p><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/why-write-how-to-stories\/\">How-to information is the No. 2 type of content that gets retweeted<\/a>, according to <a href=\"https:\/\/www.wyliecomm.com\/2019\/06\/how-to-write-status-updates-that-go-viral\/\">research by Dan Zarrella<\/a> (PDF), viral marketing scientist for HubSpot. Tipsheets and service stories \u2014 aka \u201chow to\u201d stories \u2014 are also more likely to be read, used and acted upon.<\/p>\n<p>No wonder Zarrella\u2019s list of the 17 words that get clicked most often include <em>tips<\/em> and <em>latest<\/em>.<\/p>\n<p>So find readers\u2019 pain points and offer ways to address them. Words and phrases like<em> how to <\/em>and <em>secrets<\/em> suggest the kinds of value-added service stories that readers seek.<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" width=\"90%\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"3\" width=\"90%\">\n<h5 style=\"text-align:center;\"><em>How to<\/em> words in subject lines increase email reading, according to Return Path<\/h5>\n<\/td>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">&nbsp;<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Average read rate for subject lines containing this keyword<\/h6>\n<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Keyword influence on read rate<\/h6>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Steps<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">11.94%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+1.23%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Ways<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.65%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+0.17%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Why<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">12.11%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.83%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Here\u2019s how<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">12.47%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-1.00%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>And, though Return Path didn\u2019t test it, <em>How to<\/em> has always been a winner for service stories. Why not test that phrase for your subject lines, as well?<\/p>\n<h3>3. <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/persuasive-writing\/guidelines-for-reader-centered-communication\/\">Use the magic word<\/a>.<\/h3>\n<p>It\u2019s the most retweeted word in the English language, according to viral marketing scientist Dan Zarrella: <em>You<\/em>.<\/p>\n<h5><em>You<\/em> is the most retweeted word in the English language.<\/h5>\n<h6>\u2014 Dan Zarrella, viral marketing scientist<\/h6>\n<p>And no wonder. Starting your message with \u201cyou\u201d pushes the benefits to the front of the sentence and focuses your message on the reader\u2019s favorite subject.<\/p>\n<p>In fact, we\u2019ve known since 1934 that people love to read about themselves. That\u2019s the year Ralph Tyler and Edgar Dale conducted a study that proved that second-person pronouns \u2014 <em>you<\/em> \u2014 increase reading, while first-person pronouns (<em>I, me, we, us<\/em>) reduce readability.<\/p>\n<p>Now we\u2019re learning this lesson again, this time from Return Path\u2019s study. People are less likely to open and click through emails with first-person pronouns (<em>I, me, our, mine<\/em>) in the subject lines, according to Return Path. Researchers found that <em>you<\/em> was the only pronoun that increased email readership.<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff;\" width=\"90%\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"3\" width=\"90%\">\n<h5 style=\"text-align:center;\"><em>You<\/em> in subject lines increase email reading, according to Return Path<\/h5>\n<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">&nbsp;<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Average read rate for subject lines containing this keyword<\/h6>\n<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Keyword influence on read rate<\/h6>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>You<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">16.73%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+0.10%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>He<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.07%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.05%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>I<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.02%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.12%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Me<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.77%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.20%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Our<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">15.29%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.26%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>It<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">13.62%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-0.48%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Mine<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">8.01%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">-1.69%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>It\u2019s about the reader! Folks, that\u2019s 85 years of research telling us to write about the reader and the reader\u2019s needs \u2014 in subject lines as well as everything else we write. And still, day after day, year after year, we show up at work, open our laptops, and write \u2014 once again \u2014 about us and our stuff.<\/p>\n<p>So if you want to reach your reader, write about the reader. Don\u2019t write about your organization and its products, services, programs and ideas \u2014 aka \u201cus and our stuff.\u201d<\/p>\n<p>In subject lines, as in so much else in life, better you than we.<\/p>\n<h3>4. Ask a question.<\/h3>\n<p>When auctioneer Dick Soulis let his list know about an opportunity to help producers of a new TV series, his subject line said:<\/p>\n<h5>Do You Have A Piece of History?<\/h5>\n<h6>National Geographic Channel Wants You<\/h6>\n<p>And Angie\u2019s List sent asked this question in a subject line:<\/p>\n<h5 class=\"standalone\">How long will your paint job last?<\/h5>\n<p>Why questions in subject lines?<\/p>\n<p>When the facts are on your side, asking a question is more effective than making a statement, according to <a href=\"http:\/\/onlinelibrary.wiley.com\/doi\/10.1002\/mar.4220070104\/abstract;jsessionid=22807DA029B34D6ACE8F98B5F5D4C092.f01t02?deniedAccessCustomisedMessage=&amp;userIsAuthenticated=false\" rel=\"noopener noreferrer\" target=\"_blank\">research by Daniel J. Howard and Robert E. Burnkrant<\/a> at Ohio State University.<\/p>\n<p>That\u2019s because people receive statements passively. But with questions, they actively come up with their own reasons for agreeing.<\/p>\n<p>And <a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/15534510.2013.847859#.UtU-HmRDtmg\" target=\"_blank\" rel=\"noopener noreferrer\">researchers at the BI Norwegian Business School in Oslo<\/a> found that people are more likely to click on question headlines with the word \u201cyou\u201d than on declarative statement headlines.<\/p>\n<p>Their advice: Ask intriguing questions that make people think, rather than questions with a simple yes or no answer.<\/p>\n<p>What question could you ask to draw readers into your message?<\/p>\n<h3>5. Add a number.<\/h3>\n<p>Email Labs ran a split test of these three subject lines. Which do you think was most effective?<\/p>\n<ul>\n<li>Using Link Click-Through Tracking to Segment Your List<\/li>\n<li>3 Tips to Improve Your Newsletter\u2019s ROI<\/li>\n<li>Build Your List Through \u201cPiggy-Back Marketing\u201d<\/li>\n<\/ul>\n<p>If you guessed the second, you\u2019re right. \u201c3 Tips\u201d produced both higher open and click-through rates than the other two.<\/p>\n<p>Why? <a href=\"https:\/\/www.wyliecomm.com\/2020\/09\/6-ways-to-write-numbers-based-headlines\/\">Numerals in display copy sell because they promise quantifiable value<\/a>. So think <em>3 Tips, 6 Ways, 7 Steps<\/em>.<\/p>\n<p>Oddly, odd numbers sell better than even ones. So <em>7 Steps<\/em> is better than <em>10 Tips<\/em>.<\/p>\n<h3>6. <a href=\"https:\/\/www.wyliecomm.com\/2022\/09\/sense-of-urgency-in-email-subject-lines\/\">Add a sense of urgency<\/a>.<\/h3>\n<p>Subject lines that conveyed a sense of urgency were the top performers in Return Path\u2019s study.<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff; width:90%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tbody>\n<tr>\n<td colspan=\"3\" width=\"90%\">\n<h5 style=\"text-align:center;\">Time sensitivity boosts read rates, says Return Path<\/h5>\n<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">&nbsp;<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Average read rate for subject lines containing this keyword<\/h6>\n<\/td>\n<td style=\"width:35%; text-align:center;\">\n<h6>Keyword influence on read rate<\/h6>\n<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Still time<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">33.73%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+15.54%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Last chance<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">16.71%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+1.053%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Expiring<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">16.60%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+1.63%<\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td style=\"width:20%; text-align:center;\">\n<h3>Now<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">15.756%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+.24%<\/td>\n<\/tr>\n<tr>\n<td style=\"width:20%; text-align:center;\">\n<h3>Limited time<\/h3>\n<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">14.93%<\/td>\n<td style=\"width:35%; text-align:center; vertical-align:middle;\">+3.05%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>So consider reminding recipients that there\u2019s \u201cstill time\u201d to take advantage of an offer.<\/p>\n<h3>7. Avoid exclamation points.<\/h3>\n<p>The <a href=\"https:\/\/learninbound.com\/blog\/email-myths\/\" rel=\"noopener noreferrer\" target=\"_blank\">average open rate for subject lines without exclamation points was 18%<\/a> in one study; those without averages a 17% open rate.<\/p>\n<p>The more exclamation points, the lower the open rate. Subject lines with two exclamation points netted 16.7% opens. Add a third, though, and the rate went down to 16.5%.<\/p>\n<h3>Make your subject line work.<\/h3>\n<p>Some 35% of email recipients use the subject line to decide whether to open a message, according to a study by DoubleClick.<\/p>\n<p>Which means that this teeny-tiny piece of copy does the heavy lifting when it comes to getting your email opened and read.<\/p>\n<p>To get higher open rates, make the most of your 25 to 40 characters: Show your email list that your email is relevant, valuable and useful to your readers.<\/p>\n<h3>Learn more digital marketing tips.<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/email-subject-lines\/email-subject-line-best-practices\/\"><strong>How to write good email subject lines<\/strong><\/a>: These subject line strategies can result in more opened emails.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/blog-writing-tips\/blog-post-structure\/\"><strong>How to organize content marketing pieces<\/strong><\/a>: Make this your email template.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/types-of-articles\/how-to-write-a-case-study\/\" rel=\"noopener noreferrer\" target=\"\"><strong>How to write a case study<\/strong><\/a>: Show what you can do by illustrating what you have done.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/blog-writing-tips\/\"><strong>Content-marketing-, social media- and blog-writing tips<\/strong><\/a>: Get Clicked, Read, Liked &amp; Shared.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/\"><strong>Think Inside the Inbox<\/strong><\/a>: Learn more email marketing tips.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/writing-for-the-web-and-mobile\/\"><strong>Reach Readers on the Small Screen<\/strong><\/a>: Write to be read on mobile devices.<\/li>\n<\/ul>\n<div id='MMC-Subject-Lines' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-86\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Subject-Line-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/subject-line-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/subject-line-writing-training-mmc.png\" alt=\"Subject-Line-writing workshop, a mini master class\" title=\"Subject-Line-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/subject-line-writing-training-mmc.png\" alt=\"Subject-Line-writing workshop, a mini master class\" title=\"Subject-Line-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get opened with stellar subject lines<\/h3>\r\n\t\r\n<p>Some 68% of emails don\u2019t get opened \u2014 let alone read. In fact, an average of 276 emails languishes unread in inboxes at any given time. That\u2019s an increase of 300% in just four years.<\/p>\r\n\t\r\n<p>In this environment, how do you write subject lines that get opened, read, clicked through and shared?<\/p>\r\n\t\r\n<p>Learn how to grab attention in the inbox \u2014 and boost your open rates \u2014 at our <a title=\"Subject-Line-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/subject-line-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>subject line-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/subject-line-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/subject-line-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Target the recipient to boost email analytics<\/p>\n","protected":false},"author":6,"featured_media":30509,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[159,190,167],"class_list":{"0":"post-22962","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-email-2","9":"tag-research","10":"tag-subject-lines","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write email subject lines that get opened<\/title>\n<meta name=\"description\" content=\"It\u2019s all about the reader: Want to get opened? 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