Avoid Subject Line Disasters
A good subject line can make or break your email marketing campaign. It’s the first impression, the digital handshake, the deciding factor between an open or a swift click to the trash. And yet, some businesses still manage to get it spectacularly wrong.
I recently received an email from an eCommerce Coach an email with the subject line:
"From $8K to $255/month in 7 months of our coaching!"
Wait, what? That’s a 97% loss in revenue. Hardly something worth celebrating, let alone using as a selling point. Unless, of course, the goal was to showcase how NOT to run a business.
This email, part of an automated sales funnel, would have been received by countless prospective leads. This is a prime example of human error, both in the initial setup and in the lack of testing before going live.
It got me thinking—what makes a subject line effective? More importantly, how do you avoid making your audience do a double-take (and not in a good way)? Let’s break it down.
1. Clarity is Key
Your subject line should immediately communicate value. If it confuses people or makes them question your credibility, they’re not going to open the email—worse, they might unsubscribe.
Good Example: "Proven Strategies to Boost Your Revenue in 7 Months"
Bad Example: "Unclear and Confusing Subject Lines Lose Customers"
2. Numbers Work—But Use Them Wisely
People love numbers because they imply precision. But context matters. If your email is showcasing success, make sure your numbers actually reflect success.
Good Example: "From 5% to 25% Open Rates—Here’s How We Did It"
Bad Example: "Numbers That Don’t Add Up Won’t Build Trust"
3. Urgency & Curiosity Help Drive Opens
Creating a sense of urgency or intrigue encourages opens—just make sure you deliver on what you promise in the email body.
Good Example: "Your Email Marketing Needs This—Find Out Why"
Bad Example: "Open Now Before It’s Too Late! (No, Really)"
4. Test, Test, and Test Again
Subject lines aren’t an exact science, which is why A/B testing is crucial. Test different variations and see what resonates with your audience. If you’re consistently seeing low open rates, it’s time to rethink your approach. And most importantly—check your automation flows. What seems like a minor oversight could be damaging your brand every time an email is sent.
5. Avoid the Clickbait Trap
It might be tempting to use shock-value subject lines, but if they don’t match the content inside, you’ll lose trust. No one likes opening an email expecting game-changing insights, only to be met with a sales pitch.
Good Example: "The One Subject Line That Boosted Open Rates by 43%"
Bad Example: "You Won’t Believe What Happened Next… (It’s Nothing)"
Final Thoughts
Subject lines are marketing gold—or in some cases, marketing faceplants. If you take anything away from this, let it be this: a well-crafted subject line can increase engagement, build trust, and drive conversions.
And if you need help crafting subject lines that actually work, you know where to find me.
