I talk a LOT about why having an email newsletter is important - regardless of how often you send it (pssst… I think you should be sending emails more than once a month).
But it's not enough to just SEND the emails. The recipients need to actually OPEN them.
Let's talk about some ways in which you can increase your open rates.
How to Write an Email Subject Line
1. Skip the romance language.
Many makers in this industry have branding that is lovely, whimsical, romantic, flowery, etc. We're heart-led, what do you expect? The only problem is that people don't want to have to guess what your email is about. Saying something like “Take a little time for yourself this weekend” is a pretty message, but tells me NOTHING about what I'm going to read.
Instead, get specific. “5 tips to have a weekend all about you” or “THE pattern you should cast on this weekend".
2. Highlight the most important part.
What's the one thing you REALLY want people to focus on in each specific email? Get it in your subject line.
“What's in my garden plus a sale” is not compelling enough. And there is a genuine chance that someone won't even read all of those words.
Humans don't read, guys.
Instead, try “15% off THIS WEEKEND” or “ 20% off through Sunday”. You may hate all caps - but guess what? It catches people's attention. And attention is the thing that's in short supply these days.
3. Clickbait, but not really.
True clickbait sucks: “YOU'LL NEVER BELIEVE WHAT THIS CHILD STAR LOOKS LIKE NOW.” And then really, they're just a normal-looking human. So you don't want to go that route.
But you do want to bring some form of intrigue to the email. Why should they open it? What are they going to get out of it?
“The reason you're really dropping stitches” may be an email subject line for a conversation about single-tasking (knitting without doing anything else at the same time? Gasp!).
“This milkshake brings all the boys to the yard” could be one for a new pattern, or maybe even a recipe for an actual milkshake - depending on the kind of newsletter you write.
4. Get a lil' bit bossy.
I know you're already wanting to brush your teeth for the sour taste this is all putting in your mouth, but hold on a little longer - you can do this!
Consumers, very weirdly, tend to need to be told EXACTLY what to do. So, if there IS something you want them to do, make that your email subject line:
“Open this email for a discount code!"
“Shop yarns 15% off today!”
“Pick out your Rhinebeck Sweater pattern”
And you know, toss in some emojis to make it seem a little more fun. Those make your emails stick out, too, actually.
5. Don't forget your sub-header.
Most email clients (but not all - I love Mailerlite with all my heart but this is a failing of theirs) will allow you to put in a sub-heading that shows up as the preview text in someone's inbox.
Basically, this is more real estate to convince someone to open the damn email. So use it.
The big thing here is DON'T SAVE THE JUICY STUFF FOR THE SUB-HEADER! The most compelling line and the most important one needs to be the subject line - any extra details/jokes/calls to action can go in the preview text.
6. Look at the subject lines of emails YOU open
This is my favorite tip. I really love looking at email subject lines that come into MY inbox, and I pay very close attention to which ones actually get opened.
Start looking at your own inbox a little differently. What subject lines compel you? Make you laugh? Irritate you? Gross you out? Bore you?
And how can you take some of your favorites and do something similar for your own emails?
A lot of this stuff isn't rocket science, but it does take some understanding of human psychology to really hit the nail on the head. The biggest thing to remember is that humans always want to know “what's in it for me?”
If you can answer THAT question with your email subject line, you're golden.
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