Did you know that 47% of email recipients open an email based on the subject line alone? Did you know that 68% of email recipients report email as spam based solely on the subject line? Wow, no pressure at all, right? Right. Because I’m going to give you a few tricks and tips to grab your reader’s attention, engage them, and get them to open your emails. After all, what good are the best follow up emails and the best drip campaigns if your intended target market never reads them?
So, let’s uncover a few things that make people tick and how we can use that information to get them to open your emails.
Fear of Missing Out
It’s real, and it’s the fear of missing out on something better, being left out, or not having what someone else has. You can use this fear in your subject lines by adding an element of scarcity and urgency (limited openings, limited time). Subject lines that include words that imply time sensitivity, like “urgent”, “breaking”, “important”, or “alert” are proven to increase email opens. Here are some example subject lines:
- “Last infant spot available until August!” “Your child is missing the fun.”
- “[URGENT] You’ve got ONE DAY left for early enrollment!”
- “Mary, Get free registration TODAY ONLY!”
- “Uh-oh, your free tuition coupon is expiring tomorrow!”
- “Last infant spot available until August!” “Your child is missing the fun.”
Curiosity
Humans have a natural desire for closure, we don’t like having gaps in our knowledge. You can leverage this desire for closure by leaving your subject line open-ended so they will be curious, like a cliffhanger that can only be satisfied by opening the email. Here are some example subject lines:
- “If you have a preschooler, you need this too!”
- “10 bizarre things that will make your toddler smarter.”
- “Is this the next trend in raising children?”
- “5 disgusting facts about what your kid is eating.”
- “Did you find what you were looking for?”
Funny Subject Lines
If your subject lines makes them laugh, then they will simply have to open it. After all, have you ever skipped over an email with a subject line that made you LOL? How could you? Here are some example subject lines:
- “Got Legos stuck in your toilet? We can help!”
- “Can’t figure out what to dress Barbie in? Check this out!”
- “Hate putting toys together? Come play with ours!”
- “Love changing diapers? Or would you rather have us do it? “
- “A-B-C, easy as 1-2-3… and we can prove it!”
Greed
You may not think of yourself as a “greedy” person, but it can be really tough to pass up a great deal (even if you don’t need the item right now). That’s why enrollment specials, discounts, and offers work really well in your subject line. Here are some example subject lines:
- “$500 off tuition? Yes please!”
- “Deleting this email is like deleting $300.”
- “[ACT NOW] First two weeks FREE!”
- “25% off for 6 weeks.”
- “Get priority access for summer camp!”
Pain Points
Once you understand where a parent is coming from, you then know their biggest pain points. Use those pain points to get them to open your emails by solving that problem for them. Here are some example subject lines:
- “How to stop your toddler from biting.”
- “Get your child ready for Kindergarten, easily.”
- “You are not alone.”
- “The single mom’s guide to creating healthy dinners.”
- “How to spend quality time together for the busy family.”
Retargeting
Retargeting emails are sent out when a step in your sales cycle is broken – they didn’t show up for a tour, they aren’t returning emails/calls, they didn’t start on their start date, etc. These emails serve to bring them back into your sales cycle. You can be effective by writing subject lines that overcome objections they may have – offer something to sweeten the deal or use fear of missing out by something “bad” happening if they don’t take action. Here are some example subject lines:
- “{THIS JUST IN} Price drop on Toddler Programs!”
- “Our next steps…”
- “Should I stay or should I go?”
- “Just wanted to check in before I deleted your account!”
- “You forgot something!”
Personal
According to studies, email subject lines that were personalized by including a name boosted open rates by 29.3% on average. You can also use casual language, share something personal, or use copy that implies familiarity or friendship. Here are some example subject lines:
- “Mary, are you coming?”
- “So I’ll see you at 9?”
- “Quick favor?”
- “Thanks for helping us, John”
- “Can I call you?”
Now it’s your turn! Copy one of these, or use them to jumpstart your own creative ideas.
If you’re really serious about upleveling your email marketing campaigns, I recommend you check out our Ultimate Email Marketing Package that provides done for you email drip campaigns that have been specifically made for busy child care owners and directors.
