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Your email's subject line is the gatekeeper to engagement. It's the first impression, the glimpse that determines whether your carefully crafted message gets read or ignored. To captivate your audience, you need to master the art of the cold email subject line.
Know Your Audience (and Their Pain Points)
Before you even consider typing a single word, understand who you're speaking to. What are their challenges? What are their desires? A subject line that resonates with a busy CEO will likely fall flat with a creative freelancer. Tailor your message to their specific needs and interests.
We recently sent a campaign to an audience of senior sales leaders at large companies and used: “4X Your Conversion Rate”. This simple but effective subject line gave us a ~60% open rate. For a marketing manager you could use: " Is Your Lead Generation Strategy Underperforming?” vs. For a small business owner: "Simple Marketing Tweaks for Immediate Growth". We tried various strategies before finding a winning formula, so keep testing!
Keep it Concise and Compelling
Brevity is your best friend. Aim for subject lines under 50 characters. Shorter lines are more likely to display fully and grab attention quickly. If you’re struggling to keep it concise, consider using AI to point you in the right direction. In a study TAMI conducted with YouGov, 44% of marketers are looking to invest in AI.
Example: Instead of "Announcing Our Comprehensive Guide to Digital Marketing Strategies," try "Digital Marketing Guide: Your Free Download".
Create a Sense of Urgency or Scarcity
FOMO (Fear of Missing Out) is a powerful motivator. Use words like "limited time," "last chance," or "don't miss out" to create a sense of urgency and encourage immediate action. However, remember to steer clear of words that could trigger the recipients SPAM filter. “Free” and “Discount” are common words that may impact your deliverability.
Example: Instead of “Get Your Free Ticket to the Biggest Event of 2025!”, try "Join us at the biggest event of 2025 [name]!”
Spark Curiosity and Intrigue
Tease your audience with a question, a surprising statement, or a hint of valuable information. Leave them wanting more.
Example: "The One Mistake Most Businesses {IN INDUSTRY} Make…" or "Will I see you at [event]?". In a webinar we hosted with Spotler’s Marketing Director, he went a step further and showed us how he purposely misspelled parts of his subject lines to intrigue his audience.
Personalise Your Cold Email Subject Lines
Using the recipient's name or other personalised information can significantly increase open rates. Segment your audience and tailor your subject lines to their specific interests and behaviours.
Example: "[Name], Your Exclusive Invitation Awaits" or "Fellow [University] grad here!". As Spotler’s researched showed, successful marketing elicits emotion and using someone’s name can be enough to leave a lasting impression.
Utilise Numbers and Lists
Numbers and lists are visually appealing and convey specific, actionable information.
Example: "5 Ways to Improve Your Website's SEO" or a favourite at TAMI "50% decrease in prospecting time".
Test and Analyse (A/B Testing is Key)
This tip needs no introduction and is a mainstay of TAMI’s marketing strategy. A/B testing is crucial for optimising your subject lines. Experiment with different variations and track your open rates and click-through rates to see what works best for your audience.
When A/B testing a cold email subject line, we take advantage of our in-house sales team, and utilise a few different tools including:
CoSchedule's Headline Analyzer: For a comprehensive analysis of word balance, sentiment, and readability.
Omnisend's Subject Line Tester: For scoring and actionable insights based on various criteria.
Mailmeteor's Email Subject Line Tester: For quick analysis and AI-driven alternative suggestions.
Test Subject by Zurb: To preview how your subject lines will appear on various mobile devices.
In Conclusion
Crafting effective cold email subject lines is a blend of art and science. Utilise the tools available, test rigorously, and look beyond surface-level metrics. While tools and testing can provide great insights, they’re not guaranteed to bring success. Conversions and genuine engagement are the true measures of your email marketing success.
REMEMBER: Inaccurate email addresses and poor industry-tagging can sabotage your campaign before your newly crafted subject line even reaches the inbox. TAMI can help. Our platinum email addresses are over 99% accurate and our industry-leading market intelligence ensures the companies in your lists are exactly what you filtered for.
