As you can see, subject lines with emojis have lower open rates, give you fewer clicks, and they have a higher unsubscribe rate. Should you quit emojis in emails forever then? Not really. The difference is not that large, and you may have an audience that reacts to emojis in subject lines better. To find out what works best for your subscribers, run A/B tests on subject lines with and without emojis.
Know your target audience
An effective subject line suggests a valuable solution to your customers’ problem right away. But different customers have different pain points. That’s why it’s important to know who you’re targeting, what these people’s frustrations are, and how your offer can resolve them.
Which groups of people are interested in back-to-school campaigns? Parents, students, and teachers. Here’s an example of possible pain points and good subject lines for different customer groups:
|Customer group 🧑
|Subject line inspo📝
|Forgetting to get something for their child
No time for shopping
|✅ Get everything at once and save 50% off school supplies
Coming back-to-school? We’ve got you covered!
Looking for a fresh start as a “ritual”
Saving money (college students)
For the coolest kids on the block
30% off our new drop for a fresh start this school year
|Getting back to stressful work after a long vacation
|You’re ready for school, what about your classroom?
Best dresses for the strictest school dress codes
No worries with our exclusive discounts for teachers
Keep in mind that this spreadsheet is only an example. There are more possible pain points, and parents, students, and teachers vary a lot in demographics and other characteristics. The secret of success is knowing the exact profile of your customer — and hitting where it hurts.
Make sure your subject line is attention-grabbing
As we mentioned earlier, you compete with fellow players on the market and the entire inbox of subject lines, personal or promotional. That’s why it’s so important to grab your customer’s attention right away with a catchy subject line. Here are some tricks that will help you get noticed:
- Personalize with caution. Personalized subject lines perform worse compared to non-personalized once — but it doesn’t mean you should quit personalization. The solution is personalizing subject lines only when you personalize the email content too. Emails with a personalized body have higher open rates.
- Use humor. If your tone of voice allows it, puns and jokes are a good way to grab attention.
- Relate to customers. The back-to-school season is stressful — regardless of your audience, all the customer groups we’ve mentioned before have their pain points and frustration. Relating to these struggles will make your marketing email appear more human and stimulate subscribers to open it. Use subject lines like “Scared to go back-to-school? Me too” or “Back-to-School deals for Tired Moms” — and your customers will fall for that compassion.
- Be intriguing. Don’t reveal the entire email content in a subject line. Instead, keep your customers enticed to know more. The easiest way to do it is turning a subject line into a question — and hide the answer in the email.
These are the most popular tactics to increase your email visibility. But we know nothing about your business and your target audience. That’s why we suggest testing these tips out to see what works for you.
Use the sense of urgency
If you know how to write a sales email, you’ve heard a thing or two about urgency in email marketing. We already mentioned that the back-to-school season is stressful. That’s why using urgent language in your subject line might work especially well for your back-to-school email campaign. Here are some tips to get your customers to the edge of their seats:
- Setting a deadline — “Ends today”, “Expires tomorrow”
- Using active verbs — “Hurry up”, “Act now”
- Adding scarcity — “Limited offer”, “Buy before the stockout”
From: Mac Sales | Other World Computing
Subject: 🔔Saved by the bell! 📚Last chance back to school savings ends Monday…