{"id":12648,"date":"2017-05-17T17:30:06","date_gmt":"2017-05-17T16:30:06","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=12648"},"modified":"2020-07-30T12:57:57","modified_gmt":"2020-07-30T11:57:57","slug":"what-everyone-ought-to-know-about-subject-lines","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/what-everyone-ought-to-know-about-subject-lines\/","title":{"rendered":"What everyone ought to know about subject lines"},"content":{"rendered":"<p class=\"opening_paragraph\">In most things in life, roughly 80% of effects come from only 20% of the causes.<\/p>\n<p>80% of Warren Buffet&#8217;s wealth comes from just ten investments. 80% of software problems are caused by 20% of bugs. <\/p>\n<p>It\u2019s called the <a href=\"https:\/\/en.wikipedia.org\/wiki\/Pareto_principle\">Pareto Principle<\/a>, and it means that a small number of things will have a disproportionate impact. If you\u2019re communicating with customers on a regular basis (if you\u2019re not, <a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-engagement\">read this<\/a>)  80% of your success will come from those important-but-overlooked tasks \u2013 a clear focus, a personal greeting and, of course, a compelling subject line.<\/p>\n<p>A quick scan of your inbox should remind you that startups tend to criminally underestimate the power of subject lines. If yours is anything like mine you\u2019ll see that \u201cJust checking in\u201d, \u201cJust a thought\u201d and the mildly terrifying \u201cI need to talk to you\u201d are the status quo. With email like this, it really doesn&#8217;t really matter how good your product is, or even what&#8217;s inside the email. Your recipients will never get that far.<\/p>\n<p>In the same way the best editors can spend half their time on an article just writing the headline (a blog post for another day), a significant amount of time should go into a subject line that drives opens, clicks and replies. <\/p>\n<p>Ok, you get it, subject lines are important, but what ones perform best? Let\u2019s find out.<\/p>\n<h2 id=\"short-is-bestbut-exactly-how-short\">Short is best&#8230;but exactly how short?<\/h2>\n<p>This isn\u2019t the time for purple prose. This is email. You have a limited amount of words to play with so be clear and direct. When viewed on a desktop the average inbox will show about 60 characters of the subject line. But increasingly email is read on mobile devices \u2013 over 50% according to some estimates. In that scenario you can\u2019t be sure that any more than 30-40 characters will be visible, which means you have less than 6-8 words to get to the point.<\/p>\n<p>Based on analysis of emails sent in Intercom, our data bears this out. Emails with subject lines of 5 words and under have the greatest reply rates (which implies a message has been opened and likely read), while longer subject lines were correlated with lower reply rates.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/subject-line-characters.png\" alt=\"subject line characters\" class=\"small\" \/><\/p>\n<p>Of course, it can\u2019t just be any 5 words; you have to make sure they\u2019re interesting too. Hillary Clinton\u2019s campaign team achieved <a href=\"http:\/\/www.npr.org\/2015\/12\/15\/459704216\/bill-wants-to-meet-you-why-political-fundraising-emails-work\">excellent results<\/a> with simple and personal subject lines such as \u201cI\u2019d love to meet you\u201d, \u201cYou and me, {name}?\u201d, and my personal favorite, \u201cDinner?\u201d. Which brings us nicely onto our next point.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/Clinton-subject-line.png\" alt=\"clinton subject line\" class=\"small\" \/><\/p>\n<h2 id=\"the-power-of-a-personal-address\">The power of a personal address<\/h2>\n<p>We\u2019ve all become experts at ignoring messages that aren\u2019t meant specifically for us. In the same way that <a href=\"https:\/\/en.wikipedia.org\/wiki\/Banner_blindness\">banner blindness<\/a> has trained us to ignore animated ads and over-designed pop-ups, generic, impersonal emails don\u2019t get much of our attention either. When we know a message wasn\u2019t written specifically for us we afford it less importance. <\/p>\n<p>It\u2019s said that a person\u2019s favorite word is their own name, and it\u2019s proven that adding the recipient\u2019s first name to your subject line will increase engagement rates for most users (<a href=\"https:\/\/blog.mailchimp.com\/subject-line-data-choose-your-words-wisely\/\">unless you\u2019re a lawyer, that is<\/a>), especially when used for targeted onboarding and retention emails.  (In Intercom you can do this by using the \u201cfirst name\u201d attribute in your subject line)<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/email-4.png\" alt=\"Notion subject line\" class=\"small\" \/><\/p>\n<p>Unfortunately, greedy, lazy organizations have embraced first name personalization as a way to personalize as many emails as they can as cheaply as they can, relying on the <a href=\"http:\/\/uk.businessinsider.com\/law-of-large-numbers-tim-cook-2015-2?r=US&#038;IR=T\">law of large numbers<\/a>. That\u2019s why some of the best performing subject lines are tailored to behavior, not just to easily gleaned information such as your name.<\/p>\n<p>For example, Airbnb saw great results with a series of <a href=\"https:\/\/explore.reallygoodemails.com\/lessons-learned-from-airbnb-s-email-specialist-6c8adbd44c55\">behavioral subject lines<\/a>, where each subject line was personalized based on the properties you had viewed. As you have absolutely zero leverage for negotiation inside someone else\u2019s inbox, it makes a lot more sense to use subject lines that you <em>know<\/em> people will be interested in. <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/Airbnb-subject-line.png\" alt=\"Airbnb subject line\" class=\"small\" \/><\/p>\n<h2 id=\"ask-a-question-get-an-answer\">Ask a question, get an answer<\/h2>\n<p>Adding questions to a subject line is one of those sacred cows of email marketing. It\u2019s also why you see so many bad ones. Too many subject lines &#8211; \u201cWere Jesus and his disciples the most successful startup ever?\u201d &#8211; follow <a href=\"https:\/\/en.wikipedia.org\/wiki\/Betteridge%27s_law_of_headlines\">Betteridge&#8217;s Law of Headlines<\/a>. If the answer is quite obviously no, your email is going straight to trash. <\/p>\n<p>Good questions are ones your recipients can empathise with or would like to see answered. Marketing legend Drayton Bird is the the master of this, using subject lines that pique his reader\u2019s curiosity: \u201cHow much are your customers worth?\u201d, \u201cRun your own business?\u201d and my personal favorite, \u201cWhat if your mother was blind?\u201d<\/p>\n<p>Closed questions like these can be extremely powerful but don\u2019t miss out on using open questions too. Open questions are impossible for the reader to answer without opening your email. Here\u2019s a good example from Groove\u2019s CEO trying to re-engage customers who have slipped away.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/email-2.png\" alt=\"Groove subject line\" class=\"small\" \/><\/p>\n<h2 id=\"the-golden-rule\">The golden rule\u2026<\/h2>\n<p>There\u2019s always the temptation to game the system with subject lines and copy that generate clicks rather than communicate clearly.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/05\/20131028-11091921-headlines.png\" \/><\/p>\n<p><font size=\"2\"><em>Credit: XKCD&#8217;s &#8220;<a href=\"http:\/\/xkcd.com\/1283\/\">Headlines<\/a>&#8220;<\/em><\/font><\/p>\n<p>But there\u2019s a law of diminishing returns with those kind of growth-hacking tricks and the effectiveness of your emails will ultimately decline as customers start to see through them. For example, add the words \u201cWin an iPhone 8\u201d to your subject lines and watch your open rates double, but there\u2019ll be no significant change in behavior aside from recipient disappointment, which you likely don\u2019t have a metric for.<\/p>\n<p>So here\u2019s the golden rule for subject lines &#8211; your subject line should <strong>describe the subject of your email<\/strong>. Can the reader tell from the subject line what you\u2019re writing about without going further? If not, why are you insisting that they guess? You\u2019re not Agatha Christie, and you\u2019re not paid to surprise your audience, so whatever it is you\u2019re trying to communicate, say it in your subject line.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>In most things in life, roughly 80% of effects come from only 20% of the causes. 80% of Warren Buffet&#8217;s wealth comes from just ten investments. 80% of software problems are caused by 20% of bugs.&hellip;<\/p>\n","protected":false},"author":161,"featured_media":12644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[214,213,124],"coauthors":[352],"class_list":["post-12648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communications","tag-customer-engagement","tag-email"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 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