I don’t have an insanely big email list. I am not an expert on making the most sales through an email list.

But I’m subscribed to many newsletters. And I’m good at empathy, recognizing reader behavior, ignoring, and unsubscribing.

I’m pretty sure no one has unsubscribed from my list because I bombard them with too frequent newsletters, which is the number one reason I hit unsubscribe.

I love reading about newsletters: How to get subscribers, how to make sales, how to turn your readers into fans, how to write subject lines…

But you see, some of the newsletter experts (or at least people we follow because they have exponentially more people on their lists than we do) aren’t as good as creating intriguing subject lines as they think.

Here are some actual newsletter subject lines that made me delete the email with a shrug:

• “My mission.”

I’m sure it is super meaningful and helpful to others, but the subject line doesn’t help me at all.

• “Can you join us for this?”

What is “this?”

I have no idea. I know it is about writing/writers/books, but it is too vague. Even John Grisham can’t make me open such vagueness. And Grisham is my favorite author.

I’d like to think if he was signing books all over in Europe in person, he (or more likely his team) would add this to the subject line.

Even if he didn’t, you can bet my country would let me know, so I have no reason to open that newsletter. And this is an author whose books I buy with a spring in my step.

Two more examples of emails I didn’t open:

• “It’s Here!”
• “What happened was…”

What is here? As much as I willingly subscribed to the email list, I don’t have the brain space to remember what the previous email was about.

Yes, I don’t remember the subject lines or the project names of John Grisham’s emails either.

 

Actual Email Subject Lines That Made Me Open

Now that we covered what doesn’t work, let’s focus on what works.

• “Sell books on Social Media.”

It’s not original or funny. But it touches a pain point and tells me what it is about. I’m there for it!

• “Book Marketing Strategies to Improve Your Website Performance”

Tell me more!

• “From social worker to sleeping in Tom Hanks’ bed.”

Ok, this one is super interesting and original. But also, this is from a travel writer I follow. So it is still very much on-topic. Lindy Alexander writes super useful and engaging emails and blog posts if you want to check her out.

• “Blurbs and Books Readers Crave.”

OK, this is from Bryan Cohen, and I do like his copywriting and webinars. I even hired his company to rewrite my blurb and ad copy, and I was happy with the result. But from an originality/excitement standpoint, it is pretty ordinary. One well-selected verb, and the rest just describes what’s in it for you in simple terms. Great!

• “Most Used Norwegian Words”

I’m learning Norwegian, and courses are expensive. So I’m trying to get to a certain level so that I can get the most out of courses, and I appreciate free, useful resources. Most used words? Yeah, sign me up! You bet I opened the email and I’m keeping it.

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There you have it. Email subject line swipe files and power words are great. But at the end of the day, if you are in doubt, get back to the basics.

3 Tips to Get Your Newsletter Emails Opened

• Don’t be vague.
• Be concise. Say what you need to in as few words as possible. But if a few don’t get your message across, add some more.
• Descriptive beats exciting, creative, funny or intriguing.

It’s awesome if you can be concise, descriptive, creative, exciting, and funny all at once of course. But if you have to choose, descriptive has the highest priority.

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And if you need more tips on how to write newsletters that work, read this: Newsletter Writing 101: The Dos and Don’ts

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What about you? What makes you open emails?