The 9 Types of Subject Lines

From sparking curiosity to holidays to social proof, here's what they are and how to use them

August 02, 2021

I’m currently writing an eBook on the ‘Art of Email Marketing’ and I just finished up a chapter on subject lines that I want to share with you.

Through research and my own experience, I came up with 9 different types of subject lines and a number of examples for each.

But first, let me give a nod to the Tweet that inspired this week’s newsletter.

Email Copywriters.
Here are some Subject lines that just work:
1) Is this the hottest ___ in ___?
2) ___ things you can do today to ___
3) Why you should __ instead of ___
4) ___ tricks to ___ and ___
5) How ___ did ___ in just ___
Copy them.
Watch your open rates go up!
— Chase Dimond | Email Marketing Nerd 📧 (@ecomchasedimond)
2:42 PM • Aug 1, 2021

Chase Dimond is always dropping little gems like this so go give him a follow if you’re not already.

I Retweeted his Tweet and said:

”Honestly, I'd click these subject lines even if you left the underscores in.”

They’re short, they inspire curiosity, and they all solve a problem for the reader…which is what your emails should be doing.

Whether you’re selling a pair of shoes or your plumbing services, people buy from you to have their problems solved — never forget that.

Anyway, onto the types of subject lines.

Organise your subject lines into these 9 categories

Because I’m a nice guy ;) I’ve given you an example of each:

Curiosity
1. How to get [desirable outcome] by doing this trick
Scarcity/Urgency/FOMO
1. Price jumps 75% at midnight!
Offers
1. Book your free consultation today!
Holidays/Events
1. Get lucky this St. Paddy’s with 20% off
Personalised
1. Hey, [contact name]…Just checking in!
Timely/Relevant
1. The [Title] webinar starts in 15 minutes!
Social proof
1. Why [Athlete/Celebrity X] drinks water, not coke
Introduction
1. Thanks for subscribing
Follow-up
1. You have an item in your cart!

Not bad, eh?

You’ll notice that there’s overlap in most categories. Offers and scarcity are similar and technically, you can add personalisation to any of these categories.

The point here was to help you (and me!) think of different ways of writing clickable subject lines because inspiration doesn’t always smack us square in the face.

Anyway, that’s today’s email marketing lesson.

I am headed to the family farm with my wife and newborn daughter because it’s a civic holiday in Canada.

I hope you all have a wonderful start to the week.

Talk soon!Andrew | @apdonovan1990