The Surprising Thing About Email Marketing Subject Lines…

Vanilla. That’s the word that most often comes to mind when I scroll through the email marketing messages in my inbox. Too many safe and predictable subject lines.

Let me in…

A user’s email inbox is a personal space – whether it’s their work place inbox or their personal inbox. When that user gives us access to that space as email marketers, they are inviting us to rub shoulders with their friends, family, colleagues and bosses as well as other brands.

It’s a busy room! And it can be a fatal mistake to take our visibility in that space for granted.

Here’s where our email subject line comes into play. Because the subject line is our moment as brands to stand out in the inbox, to grab attention, to resonate with the reader and to SURPRISE.

Is this how your readers react?

So how do you write surprising subject lines that resonate?

First off, why not look at the things in life that generally take us by surprise and see how we could use this to inspire our subject lines?

Here’s an example:

●      Something unexpected – whether it is a mouse running across the floor or someone jumping out from behind a tree, the unexpected is always by definition, surprising.

●      Above and beyond – usually the best surprises giving you something more than you were hoping for.

●      Something different to the norm – you don’t have to make every subject line and email message a surprise – just do it now and again. Lure your readers into a false sense of security and then surprise them.

●      Something different to the others – if you know every single one of your competitors will be sending out messages piggy backing off the Olympics, then why don’t you do the opposite, just to stand out?

Of course the thing about surprises is that they only work once.

But once you get in mind set of being continually creative with your subject lines you might even surprise yourself by how easy it becomes.

Integrate social and email marketing, amplify your reach:

Really grow your campaign’s reach. Download the free guide today »

Really grow your campaign’s reach. Download the free guide today »

Are you exploiting social media to amplify your email marketing ROI?

Our practical guide can lead you step-by-step through every key action point to consider when planning and managing social email marketing campaigns.

Get your copy today »


Understanding the customer journey

Customer expectations are changing all the time. On average customers connect with brands on 10 channels making customer journeys increasingly complex. This makes it difficult for marketers to ensure a great customer experience.   We can no longer…

What is responsible marketing?

Responsible marketing is increasingly vital for modern brands looking to retain customers, increase lifetime value, and create unforgettable brand recognition. Your brand, products, and services have an impact on your users. It’s your job to ensure that it’s a positive…

Progressive Web Apps: future-proofing your ecommerce business

The future of ecommerce  PWA is the future of ecommerce, and if you didn’t already know that, we’ll tell you why. When looking for the best customer experience on your ecommerce site, PWA is the answer. Especially…