The subject line is the most important element of every cold outreach email you send. Because if the subject line doesn’t appeal to the prospect, they won’t open the email in the first place. When it comes to subject lines, Close.com recommend following these guidelines:
1. Keep it real. You don’t want your subject line to sound too much like you’re trying to expedite a sale. Craft them in a way that you would in a ‘real’ email, as you would to a friend or coworker. Communicate like a real human—not a pushy marketing expert trying to make some quick sales. Including things like slang and idioms (where appropriate) can be a great way to do this.
– Good Example: Hey! Our [product/service] has your name all over it
– Bad Example: What’s up, homie? Check out our [product/service]
2. Keep it short. Many people only check emails on their smartphones, so keeping your subject lines short and sweet is imperative. If they’re too long, they may overflow onto a second line, or worse—get cut off. Based on analysis by Leadium.io of over 40,000 sales emails, subject lines with 4 words or fewer seem to perform best. Try keeping them short and to-the-point and see how it goes.
– Good Example: CNC machine with predictive software
– Bad Example: Wasting too much time manually designing? We’ve all been there! Our CNC machine with built-in predictive software will help you!
3. Keep it personal. When you see a subject line that addresses you personally or seems catered specifically to you, you’re more likely to want to open and read the email. Personalized subject lines are far more effective than a ‘universal’ sent to everybody on your list.
– Good Example: How happy are you with [company Name]’s project management tool?
– Bad Example: We can offer you [product/service]
4. Keep it relevant. Think about why this person needs your product or service. Putting unrelated text in the subject line may spark interest for some, but it could also make your email look “spammy.”
– Good Example: Declining plant shutdowns rates with a new automation solution
– Bad Example: This could be a game-changer for your maintenance efforts!
5. Keep it genuine. You should make it a goal to have the recipient of your email feel like you genuinely want to help them by providing this product or service to them. Try to build a genuine connection rather than trying to close the sale as quickly as possible.
– Good Example: It was nice seeing you at [event you both attended], [name]!
– Bad Example: Let’s get down to business. Are you interested in [product/service] or not?
6. Keep it casual. Something a little more casual can be more appealing, and make your email feel more approachable. You don’t want to be too casual, though.
– Good Example: Can we chat about [their company/your products/services/etc.]?
– Bad Example: What’s up, [name]? Hit me up if you’re interested in [product/service]
7. Ask a question. Questions can spark interest and encourage someone to open an email. Whether you’re aiming to make them feel useful by asking for information or making them consider their own needs and wants, sales questions are the key.
– Good Example: What does [department] need at [their company]?
– Bad Example: This is what you need: our [product/service]
8. Use the customer’s name in the subject line when it makes sense. Make the subject line as specific as possible. The more personal the subject line, the higher the open rate.
– Good Examples: Max, do you need help with the XYZ project?
– Bad Example: Max, 20% discounted in engineering services
9. Think like who receives the mail. If you wonder if it sounds too much like a “marketing email”, then it does sound too much like a marketing email.
10. Keep your promises. Always deliver in your email what you promise in your subject line. Whatever your subject line promises, make sure the body of your email lives up to that.