When it comes to cold emails, your goal is simple: to get attention.
Which, it turns out, is not very simple at all.
Your prospects are constantly prioritizing their email inbox, even setting up filters and rules to organize their messages to respond to important and urgent notes as efficiently as they can…and filter out everything else. There is good news: there is one email feature that can change the fate of your email from being unceremoniously relegated to the “Junk” folder to being opened immediately.
Lathese and Gentlethem, may I present to you: the email subject line. It’s one of the most important parts of your sales email. Everything from your open rate, click rate, and CTA conversions depends on how well-written and catchy your email subject line is.
Here are some guidelines on crafting the ideal subject lines for B2B marketing–and some ready-to-go examples.
What are the key elements to crafting a good email subject line?
- Keep it brief.
- Personalize it.
- Make it interesting.
- Offer value.
- Create urgency
- Avoid clickbait.
- Include keywords.
Cold Email Subject Lines
Here are some ideas to get started on your cold email campaign.
1. “Question about [goal]”
What question exactly? They’ll have to open your email to find out (success).
2. “[Mutual connection] recommended I get in touch”
Referrals are mighty powerful. If you share an acquaintance with your prospect, make sure to put that person’s name front and centre in your email subject line. The more your prospect trusts and knows your referrer, the more compelling your email will be.
3. “Hi [name], [question]?”
By their nature, questions provoke answers. Emails with question subject lines encourage opens and replies. Incorporating your prospect’s name makes the email more personal–so it will stand out in their inbox. No junk mail here!
4. “Did you get what you were looking for?”
Use this one to follow up with an inbound lead or a website visitor. You can assume they came looking for help with a challenge — ask how you can be of service.
5. [the e.e. cummings subject line]
The norm is to incorporate capitalization when you draft emails (just don’t go too CrAzY). With this in mind, an all-lowercase subject line will stand out. Be different and break the norms; you’re bound to get some attention.
6. “Hoping to help.”
In case you hadn’t heard, the golden age of Always Be Closing (ABC) is dead; the best salespeople today adhere to ABH (Always Be Helping). Put this foot forward, and you’ll hook leads through your sincerity and willingness to serve.
7. “A [benefit] for [prospect’s company]”
Here are some practical examples of what this might look like for your business:
- A new technology system for Business Inc.
- A savings of $25k for ABC Corp.
- An all-time revenue record for Organization Y
The specificity of the benefit and the personalized subject line will hook your buyer.
8. “X tips/ideas for [pain point]”
The rise of the listicle is proof enough that people love numbered lists! Inserting a number into your subject line will drive interest.
9. “Idea for [topic the prospect cares about].”
Oh, hey, a free idea? Thanks, I’ll take it. *click*
10. “5x [prospect’s company]’s traction in 5 minutes”
Email templates with this kind of subject line can result in a flurry of new B2B customers; just ask Salesfolk founder Heather R. Morgan. It’s hard to argue with those kinds of results!
11. “I found you through [referral name].”
Remember how referrals are liquid gold in this space? Never underestimate the power of mentioning referrals in a subject line. The instant connection it establishes with your prospect means it increases their investment in responding to you. Cha-ching!
12. “We have [insert fact] in common …”
Spending five minutes looking through your contact’s LinkedIn or Facebook accounts is time well spent. Why? Because no doubt, you can find at least one thing you have in common — even if it’s just that you both own a t-shirt with cats on it.
13. “So nice to meet you, [Prospect]!”
Be friendly, neighbour! Whether they downloaded a content article or viewed your pricing page, let your prospect know you’ve noticed their interest and are happy to connect finally.
14. “Feeling [insert emotion]? Let me help.”
Make the most of current events in your prospect’s industry. What could be easier than targeting marketers during the busy weeks before Black Friday? Try “Feeling stressed out? I can help with that.” Then share how your perfect product or super service can lighten their load.
15. “Hoping you can help.”
If you believe in the inherent good in people, as I do, then you know that people generally want to help other people. When you reach out to someone for the first time, ask, “I’d like to learn more about your digital marketing goals this year. Would you be able to connect me with the right person to talk about that?”
16. “This is a sales email.”
Sometimes, honesty is just the best policy! You’d be shocked at how far honesty and transparency will get you. By leading with the main reason for your email, you’ll break down the wall your prospect has up when they’re being sold something. By grabbing the bull by the horns, you can use the body of your email to get your point across.
While crafting quality 30 to 60-character subject lines is a tall order, there’s no need to fret. Once you understand what makes a scroll-stopping subject line, you’ll crank them out effortlessly and see your open rates soar.
Do you need help getting your cold email campaign off the ground or extra guidance in getting more prospects to open your messages? Megan Killion Consulting is a team of dedicated, experienced professionals who have the knowledge and experience to help you craft cold emails that get the attention you want. Get in touch, and we can start working together to meet your unique business needs.