How to Write a Good Subject Line (With Real Examples and 9 Plug-n-Play Templates)
Photo by Artem Kniaz on Unsplash
You might not like this. But I’m going to say it anyway…
Your subject line is NOT the most important part of your email.
The most important part of your email is your name — the person sending it.
If readers don’t trust you…
If they’re not excited when your name shows up in their inbox…
A good subject line might win you higher open rates, but it will take time to win back reader trust.
But if readers already do trust you…or if you’re just looking to bump up open rates…
A good subject line can be a great help.
And if you want to learn how to write a good one, you’re in the right place.
In this article, we’ll break down the 4 types of marketing email subject lines…
Look at specific examples of those 4 types of subject lines…
And then I’ll give you 9 plug-n-play subject line templates you can start using ASAP to increase open rates.
Types of Email Subject Lines
Google “subject lines” and you’ll find articles listing all types of subject lines. But I group them into 4 categories.
Here they are.
Note: In this article, we’re discussing marketing email subject lines — not transactional subject lines (for things like order confirmation, shipping, etc.). That’s a whole ‘nother topic.
1. Curiosity Subject Lines
A curiosity subject line is exactly what it sounds like:
A subject line that stirs up curiosity in a reader.
It creates an information gap and makes you acutely aware of the fact that there is something you do not know.
When this happens, we have an innate desire to fill that information gap — to find out the thing that we do not know. (This is why clickbait headlines work so well.)
So when someone sends us an email with a good curiosity subject line…
We have an immediate desire to open it.
2. Benefit Subject Lines
Benefit subject lines are a safe bet. They tell people how you can help them get what they want.
And, at its most basic level, that’s what marketing is:
Showing people how you can help them get what they want (and avoid what they don’t want.)
3. Curiosity + Benefit Subject Lines
I call the combination of Curiosity and Benefit…
CopyCrack.
That’s a terrible name, but it highlights an important point:
When used together, Curiosity and Benefit are powerful AF.
Because they do two things:
First, they make us aware that there is something we don’t know.
Second, they create the belief that that something we don’t know can help us get what we want (or avoid what we don’t want).
4. “Suspiciously Personal” Subject Lines
This is a concept I learned from Chris Orzechowski, ecom email extraordinaire. It’s pretty simple:
A suspiciously personal subject line looks like your friend wrote it in a mad dash right as he was walking into a meeting.
When you see a suspiciously personal subject line, it feels like the email was sent directly to you — and no one else…
So you open it.
Email Subject Line Examples
Theory is great, but sometimes it’s helpful to talk details. So here are some examples of the 4 types of subject lines.
Curiosity Subject Line Examples
“Check Out This Email I Got From A Reader”
When you see a subject line like this, you know the email will be interesting.
It’s powerful because there’s a personal — almost secret — element to it. You’re assuming this is a personal email sent to Ramit from a reader.
It kind of feels like you’re “peeking behind the curtain” or seeing something that would otherwise be private.
“[NEW VIDEO] …Why On EARTH Would I Do This?!”
There’s a lot of curiosity here.
First, there’s the mention of a “new” video, which immediately tells you that you haven’t seen this video before.
That cracks the door of the information gap. And then Russell takes it up another notch.
He asks “Why on EARTH would I do this?!”
So you’re led to believe he’s talking about something absolutely crazy…
And you’re compelled to open the email to find out what that crazy thing is.
Benefit Subject Line Examples
“The ‘Secret Sauce’ Behind PLF”
If you’re not familiar with Jeff Walker and PLF, here’s a quick summary:
Jeff Walker is the marketer who created Product Launch Formula (PLF).
It’s probably THE most popular way to launch products online. And Jeff’s strategy has helped a lot of people earn a lot of money (over $1 billion to date).
So if you know that, you might believe there’s some sort of “secret” to PLF — a specific reason it works so well.
And if you’re part of Jeff’s target audience (business owners who want to sell things online)…
You probably want to know what that secret is, so you can start using it in your own business to have more success.
“28 Ways To Find The Stillness You Need To Thrive And Be Happy”
Everyone wants to thrive.
Everyone wants to be happy.
This subject line promises 28 ways to do that. So if one way doesn’t work…there are 27 more you can try. :)
There’s a clear benefit here. There’s a tangible way to get it. And it’s something everyone wants.
I might simplify the language a little bit, but it’s still a strong subject line.
“Free Course — Advanced Facebook Ads!”
Everyone loves free things.
And if you’re in the ecommerce community — you know Ezra Firestone is very good at helping ecom companies earn more money.
So if he’s offering to teach you some of his (advanced!) strategies for free…
You’re likely to pay attention.
Curiosity + Benefit Subject Line Examples
“Why I Say No To $10,000 Consulting Days”
I bet you have two automatic thoughts when reading this subject line:
1. Why in the hell would you say “no” to $10,000 for a single day of work?
And…
2. How in the hell can you charge that much for a single day of work?
And then I’d bet you open the email.
“(REPLAY): My Best Podcasts For A Brain Upgrade”
Look, I know a “brain upgrade” isn’t a real thing…
But it sounds good. And I want it.
And if I can get one by listening to podcasts (which I know are free and convenient — and I’m already listening to them anyway)…
Then sign me TF up.
“My Mom Made Me Drink This Tea — Here’s What’s In It”
This subject line hints at a story.
Why did Vani’s mom make her drink this tea? There must be something healthy in it, right?
Plus, there’s a hint of a benefit too.
You’re enticed to click the link and find out what special ingredient would compel Vani’s mom to make her daughter drink this specific tea…
Because you’re unconsciously assuming that if it was good for her…
It’s probably good for you too.
Suspiciously Personal Subject Line Examples
“Did You Write This About Me?”
This one triggers an immediate “oh shit” moment. You think:
Wait…did I say something mean about anyone recently?
And then you open the email to find out the answer.
“Robert Interested?”
^ This is how the email showed up in my inbox — because my name is Robert.
In your inbox, it would be “[YOUR NAME] interested?” …just to make sure we’re clear.
Brian is an expert marketer. And this subject line shows that.
People love hearing (and seeing) their own names. So this subject line (or nearly any short subject line with someone’s name in it) has a very good chance at getting attention.
9 Email Subject Line Templates
Copywriting formulas and templates made me a better copywriter. And I believe these email subject line templates could help you write better subject lines.
So here they are.
Curiosity Subject Line Templates
The key to a good curiosity subject line is what I’ll call “The Hanging THIS.”
The Hanging THIS is the foundation of a lot of clickbait headlines.
“Eat THIS to avoid inflammation and also cure every disease ever”
“My parents thought I’d never become successful…but then I found THIS”
“Investing expert says he’s never seen anything like this before…”
The Hanging THIS creates an information gap that people have a natural desire to fill…so they click.
The good news is that you can use the Hanging THIS without getting too clickbaity. Template 1 is a good example of that.
And, you can even write a curiosity subject line without a Hanging THIS if you want. Check out Template 3.
1. “Look At [Interesting Thing That Happened Recently]”
EXAMPLE: “look at this shirt I bought yesterday”
Whatever you’re writing about doesn’t have to be wildly interesting.
In this example, I could literally be talking about a shirt with a cat picture on it…
But since it’s so recent — people have an innate desire to find out what happened and “stay on top of things.”
And it must be at least kind of important if I’m emailing you about it, right?
2. “I’m [Strong Emotion] About This…”
EXAMPLE: “I’m furious about this…”
In copy, strong emotions win. If something was important enough to make me (or you) furious…
Or ashamed…
Or any other strong emotion…
Then it might be worth reading about.
3. “[Beginning Of An Interesting Story]”
EXAMPLE: “my first kiss…”
This was the subject line of an email I recently sent to my list (which you can sign up for here.)
Subject lines like this work because people love stories.
If I’m emailing you about my first kiss, there must be something interesting about it. So you open the email to answer the question:
“Why is he emailing me about his first kiss? I thought this email list was supposed to be about marketing…”
It’s intriguing and unexpected. And it draws you into a story, which can be hard to resist.
Benefit Subject Line Templates
Benefit subject lines are pretty simple. Just show people that you can give them what they want.
4. “# Ways To [Do The Thing They Want To Do]”
EXAMPLE: “7 ways to replace your income with a side hustle”
This template works for two reasons:
First, it shows people the email is going to give them something they want…which is always a safe bet.
Second, including multiple ways to accomplish the same goal makes this email feel “foolproof.”
If the first strategy doesn’t work — you have 6 more to try.
5. “[Free Thing] [Title Of The Thing]”
EXAMPLE: “[Free video] How to write an entertaining email”
Again, people love free stuff.
They even love free stuff when it’s something they don’t want.
Hell, I might eat a free ice cream cone at 10AM if you offer it to me…but I’d never do that on my own. (At least that’s what I tell myself.)
And if you’re offering people something they actually want — for free…
Then they’re likely to take you up on it (AKA “open your email”).
Curiosity + Benefit Subject Line Templates
Curiosity + Benefit subject lines are a silver bullet.
You’re creating an information gap and hinting that, if someone had the information in the email…
It would help them get what they want.
Specificity helps here (note the numbers in the example subject lines).
6. “[Interesting Thing] = [Thing They Want]”
EXAMPLE: “3-minute voice memo = $20,000 raise?”
This subject line is doing triple-duty.
First, it hints at a story. I must have some basis for saying a 3-minute voice memo could get you a $20k raise. And your brain concludes that I’m going to tell you a story about how this actually happened.
Second, it creates a ton of curiosity. How in the actual heck could anyone get a $20k raise with a voice memo?
And third, there’s a hidden benefit. We’d all like a $20k raise, and if it’s as easy as sending your boss a 3-minute voice memo…
I’m in.
7. “How I [Did The Thing They Want To Do]”
EXAMPLE: “how I gained 11.8 lbs of muscle in 27 days”
Here’s the thing about goals:
We always assume that someone who has achieved what we want knows something we don’t.
(In reality, they probably just worked harder, more consistently, over a longer period of time and were willing to keep working even when they didn’t have all the answers…but that’s neither here nor there.)
This subject line plays on that assumption.
If you want to gain muscle — fast — but haven’t been able to do it, then you want a system or trick that will help you reach that goal.
And, since this subject line is hyper-specific, you’re led to believe that whoever wrote it actually did the thing you want to do…
AND they meticulously documented their process and results.
So you click to find out how they did it, so you can too.
Suspiciously Personal Subject Line Templates
Suspiciously personal subject lines are pretty easy. Keep them short. Don’t capitalize anything except names. And include their name or “you.”
But, a word of caution from the man who taught these to me:
These subject lines are like cayenne pepper. Just a dash will do the trick.
Don’t use these too often or they will lose their power (at best) or frustrate people to the point of unsubscribing (at worst).
8. “[NAME]” Or “Hey [NAME]”
EXAMPLE: “Robert” or “hey Robert”
Dale Carnegie said…
“A person’s name is to him or her the sweetest and most important sound in any language.”
And he’s right. This subject line capitalizes on that fact.
And, by being short, it feels like it’s coming from a friend.
9. “Did You [Do Something]”
EXAMPLE: “did you poop in the sink?”
Like using someone’s name in a subject line — “you” can also be very powerful.
And when used in a question like this template, it feels as if it’s coming from someone who knows you personally.
Now, hopefully you didn’t poop in the sink. I imagine you’re not that type of person. But I bet you would open this email even if you know you didn’t do such a horrid thing…
Just to find out what the sender is talking about.
And to ease any fears, you don’t have to say something shocking to make this work.
“did you do this?” or “did you see this?” are also good examples of this template in action.
Writing a Good Subject Line
So that’s it.
You now know enough to be dangerous when it comes to writing subject lines.
When in doubt, go with a Curiosity + Benefit subject line. It’s almost always a good bet.
Be careful with Suspiciously Personal subject lines. Don’t use them too often.
And use these subject line templates if you’re ever at a loss for words.
Oh, and one final tip from email expert Ian Stanley —
“Keep your subject line to eight words or less.”
I don’t follow this tip religiously, but I do keep it in-mind when writing subject lines, and you should too.
(By the way, if you want to know what to do after you write an incredible subject line — check out this free thing I made.)