Copywriting Exercise & Critique: How To Write Better Subject Lines
What Makes a Stellar Subject Line?
In this video, Alex shares her unfiltered critiques of six subject lines for the same email. She breaks down what made them great, what left her wanting more, and what would make them even more powerful.
Critiquing Foundr's Original Copy
- Foundr's subject line and meta are too long for mobile devices.
- The rule of thumb is to stick to around 30 characters for the subject line and 50 characters or less for the preview text.
- The meta or preview text is a little teaser that gives readers more info about what the email is about.
- To craft hot subject lines, you want to either create urgency, evoke curiosity, be controversial, get personal, or simply tell them what's inside.
Critiquing Top Submissions
Subject Line #1 - "The Easiest Way to Get More Done in Less Time"
- The subject line creates curiosity but doesn't give enough information.
- Adding specificity could make it stronger.
Subject Line #2 - "How I Made $10K in One Month with My Blog"
- This subject line tells readers exactly what they'll learn from opening the email.
- It could be improved by adding urgency or curiosity.
Subject Line #3 - "Get Your Free Guide to Mastering Instagram"
- This subject line offers something valuable for free.
- It could be improved by adding urgency or curiosity.
Subject Line #4 - "The Ultimate Guide to Starting Your Own Business"
- This subject line offers something valuable and specific.
- It could be improved by adding urgency or curiosity.
Subject Line #5 - "How to Build a Six-Figure Business in One Year"
- This subject line is specific and creates curiosity.
- It could be improved by adding urgency or personalization.
Subject Line #6 - "The Secret to Writing Copy That Sells"
- This subject line creates curiosity and tells readers what they'll learn from opening the email.
- It could be improved by adding specificity or personalization.
LeAnn's Subject Line
In this section, the speaker reviews LeAnn's subject line and provides feedback on its effectiveness.
Personalization and Open Loop
- Personalization improves email open rates.
- The use of "See why" creates an excellent open loop.
- Using "this year" instead of a specific year makes the email evergreen.
Formatting and Preview Text
- Clear formatting with a subject line at the top and preview text below.
- Urgency is created by using "It's not too late to join."
Joolieboolie17's Subject Line
This section focuses on Joolieboolie17's subject line and provides suggestions for improvement.
Hook and Specificity
- The hook is interesting but a bit long.
- Specificity in terms of using numbers creates an open loop.
Use of Emojis
- Emojis catch attention in the inbox when used tastefully.
- Swapping the order of the subject line and preview text may improve readability.
Hannpena's Subject Line
This section discusses Hannpena's subject line and praises its creativity.
Creative Hook
- The hook is creative, interesting, and catches attention.
Writing Effective Email Subject Lines
In this section, the speaker discusses how to write effective email subject lines that grab attention and encourage people to open emails.
Opening Loops and Relevant Keywords
- Using "why" in a subject line can be a great way to open a loop and get people thinking.
- Including relevant keywords like "eCommerce" can make the subject line more appealing to the target audience.
Shortening Subject Lines
- Writing short, punchy subject lines is one of the hardest things to do in copywriting.
- One way to shorten a subject line is by using numbers and frameworks like "3 reasons why."
- Preview text can also be used to provide additional information while keeping the subject line short.
Analyzing Example Subject Lines
In this section, the speaker analyzes several example email subject lines submitted by viewers.
Elizabeth's Subject Line
- The specificity of "3 reasons why" makes it an effective opening loop.
- The length could be shortened by rephrasing it as "3 reasons this is the biz you need in 2021."
- Adding a benefit in the preview text can make it more appealing.
Riddhipanchal_marketing's Subject Line
- The use of "record-breaking" is an effective hook.
- The length could be shortened by rephrasing it as "2021 will break all records. Find out what this means for your eCommerce store."
- Preview text should focus on piquing curiosity rather than being redundant.
Brittany's Subject Line
- The irony hook of using a pandemic as a massive win is effective.
- Symbols and emojis can be used to grab attention when there are limited characters available.
- Preview text should focus on piquing curiosity rather than being redundant.
Overall, effective subject lines should be short, punchy, and use hooks that grab attention and pique curiosity. Relevant keywords and frameworks like numbers can also be used to make subject lines more appealing. Preview text should provide additional information while keeping the subject line short and focus on piquing curiosity rather than being redundant.
Optimizing Email Marketing Subject Lines
In this section, Alex discusses how to optimize email marketing subject lines for better engagement and conversion rates.
Importance of Strong Subject Lines
- A strong subject line can increase the open rate of an email.
- The subject line should be optimized to capture the reader's attention and entice them to open the email.
Tips for Writing Effective Subject Lines
- Keep it short and sweet.
- Use action-oriented language.
- Personalize the subject line with the recipient's name or other relevant information.
- Use numbers or statistics to make the subject line more compelling.
Avoiding Common Mistakes
- Don't use clickbait or misleading language in your subject lines.
- Don't use all caps or excessive punctuation in your subject lines.
Writing Headlines Based on Customer Awareness Levels
In this section, Alex explains how to write headlines that are tailored to different levels of customer awareness.
Understanding Customer Awareness Levels
- There are five levels of customer awareness: unaware, problem aware, solution aware, product aware, and most aware.
- Each level requires a different approach when writing headlines.
Tips for Writing Headlines Based on Customer Awareness Levels
Unaware Customers
- Focus on creating curiosity and intrigue in your headline.
Problem-Aware Customers
- Address their pain points directly in your headline.
Solution-Aware Customers
- Highlight the benefits of your solution in your headline.
Product-Aware Customers
- Emphasize what sets your product apart from competitors in your headline.
Most Aware Customers
- Offer a specific call-to-action in your headline that encourages them to take action.