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Content Marketing, Email Marketing

It’s such an important part of the process; crafting your email subject lines, it literally is the beginning part of the funnel. It’s the way that you’re getting people to your product.

As you know, the subject line is visible in preview mode on most browsers when you’re checking on most email clients, when you’re checking your emails. But before they read the entire email, you got to grab them with the subject line.

The reality is that most people’s inboxes are filled with emails, we’ve got so many emails. Now how do you stand out between all of those?

A subject line that stands out is going to get more opens. That’s where the whole process begins. We can’t get clicks if we don’t have opens. We can’t get visits to our page if we don’t have clicks. And we can’t get sales if we don’t have people clicking on the button. It all starts with that subject line

Here are some practices and methods to increase the open rate of your emails;


Suspense is very, very powerful because of the way most people’s minds work is there has to be a period at the end of the sentence.

Suspense is when you open a loop. Opening a loop is starting a sentence that you don’t finish.

The mistake that a lot of people make is they go right into the greeting and the formal salutation right in the body of the email immediately after they open the loop in

the subject line. For example, “Something terrible just happened, you won’t believe this…” and then the first sentence of the email is like, “Hey dude! What’s up, man? Long time no talk. So glad…,” they’re like, “Oh, wait a second. This isn’t serious.”

Because they can see the preview. They’re going to skip right over it. They know you’re marketing to them, but if that first sentence continues the suspenseful sentence without closing the loop, now you’re raising impulse – you’re creating that suspense, that curiosity that’s going to make them click.

Using suspense and opening loops in an email subject line is a very powerful way to get

people to open. And these are very powerful tactics to use when you use them sporadically, not when you use them all at the same time.

Tailoring your subject line

This is usually done by adding a visual element to the subject line, and we call those emojis or emoticons

These are little smiley faces,

happy faces, sad faces. They’re little rockets. There are little trees. There’s a whole series of them that are recognized by most devices. They come built into the browser in the device.

Emojis are like fonts. There are certain default fonts that your devices come with.

You can’t, unfortunately, control fonts in email subject lines. The email subject line font will always display a font that you can’t control.

There are websites that you can download these from just copy and paste the

image right from the website and put it right into your subject line.

Don’t just queue up an email and then send it without first testing its appearance by sending yourself a test email and looking at it on your phone as well as on your computer.


Wordsmithing is when you embellish phrases and sentences to make them more enticing, to make them more attractive, and more engaging.

example of what wordsmithing is. This is when you take certain words, and you

replace them with better words that might mean the same thing – synonyms or maybe not even synonyms, but maybe just completely different words that are just better in that spot.

Pattern Interrupts

Pattern interrupts are just that they interrupt a usual pattern that somebody is accustomed to hearing. So technically everything we’re doing here is wordsmithing because we are affecting the words that we’re typing in a subject line. But more specifically with pattern interrupts, we’re changing words and phrases that people have come or been trained over many, many years to just expect.

It’s like hot dog and mustard go together. There are things that go together, and for the majority of people, those things go together. So, if you changed these words There’s always going to be some people that are, “No, no, no. Those two things don’t go together.”

When you play with those words, you make people smile and make them want to click.

Here’s what I mean. Instead of writing peanut butter and jelly, I took this variation of that phrase from a movie actually – peanut butter and jealous. So peanut butter and jelly, but peanut butter and jealous. How about a little emoticon of a slice of pizza or something?

Then peanut butter and jealous… People are like, “What the hell? What’s he talking about? Pizza, peanut butter, and jealousy? What?”

These are tactics that work. What I want to impress upon you is that I’m actually talking about crafting subject lines that are strategically designed to get the person to click, not tricking the people into clicking by misleading them. That is something that might work for you once or twice, but it will hurt you at the end. It will eventually – you become the boy that cried wolf.

How many times can you send somebody an email that says your account’s been suspended before they realize that you’re just a marketer and they don’t have any kind of account with you anyway? How many times does starting the email with the “re”—that get’s old. “Wait a second. I didn’t initiate this email. Oh, this guy’s a marketer.” They’re going to unsubscribe.

My point is, don’t use trickery in your subject line if it’s going to increase opens, but then create disappointment and decrease click-throughs later on. Because then you’re just cutting your nose off to spite your face.


A list is something like a subject line that would be “Top three ways of making money online…” When you tell people that there is a list – people love lists.

Again, with some of these, there are so many variables that we’re playing around here with: the type of product that we’re promoting in the email, the body copy of the email, the audience, the time of day that we’re sending it. There are so many variables that play a role in the success of this campaign that it’s tough for us to say, “No, just that one thing, that’s gonna…” you know what I mean.