What is the Best Way to Personalize a Subject?
In this comprehensive guide, we explain the best way to personalize a subject line.
In a crowded inbox, a well-crafted subject line can decide the performance of your email campaigns. Email subject line personalization is a powerful tool that can help you capture attention and drive email engagement. By tailoring your subject lines to individual recipients, you can increase open rates, click-through rates, and conversions.
But true email personalization goes far beyond simply inserting a recipient’s first name. The most effective subject lines combine data-driven insights with psychological triggers to create compelling, individualized messages. How you segment your audience can also play a critical role.
Let’s explore the best ways of subject line personalization that work for email senders and businesses.
The Importance of a Compelling Subject Line
The email subject line is your first impression and often determines whether the message gets opened or ignored. Studies show that 47% of email recipients open emails based on the subject line alone.
A compelling subject line directly impacts open rates. Higher open rates can lead to increased click-through rates and, as a result, higher conversions.
6 reasons why the subject line is critical:
- Your subject line acts as a spotlight in a crowded inbox, immediately drawing the recipient’s eye.
- A strong subject line distinguishes your message from competitors and helps fight email fatigue.
- A well-crafted subject line clearly communicates what lies within your email.
- When your subject line accurately reflects the email content, you build long-term trust with your audience.
- An uninteresting subject line can cause recipients to ignore your email, leaving your valuable content unread.
- By mastering subject line creation, you can consistently improve your email performance.
Combined with a good email preheader, subject lines can decide the outcome of your email marketing efforts in the long run.
It’s a topic we have covered in great depth on our blog:
Next, let’s learn how personalization can add edge to your subject line.
What is a Personalized Subject Line?
A personalized subject line is a tailored email subject crafted to directly address the recipient:
- Characteristics,
- Preferences,
- Behaviors.
It typically incorporates data like the recipient’s name, location, past purchase history, or interests to create a more relevant and engaging experience. By making the message feel individually crafted, personalized subject lines can encourage the reader to click on the email.
Email subject line personalization is a strategy that is seeing widespread adoption. A 2023 study found that 64.7% of all messages sent by email professionals had personalized subject lines.
7 Best Ways to Personalize Subject Lines
If you’re excited to implement subject line personalization and see your open rates bloom, consider these 7 methods:
- Use the subscribers’ name or location,
- Ask a compelling question,
- Harness the power of FOMO (Fear Of Missing Out),
- Reference past interactions or transactions,
- Use milestones,
- Use a lead magnet,
- Address common challenges.
Below, we explain each method in detail with examples.
Use the Subscriber’s Name or Location
One of the simplest and most effective ways to personalize a subject line is by including the email marketing subscriber‘s name or location.
People naturally respond to their own names. Incorporating a name in the subject line taps into email marketing psychology; seeing one’s name grabs attention in a noisy environment, such as a busy inbox.
Using the recipient’s location can evoke a similar sense of connection. Local email marketing is based on this principle. By referencing a city for region-specific promotions or events, the subject line becomes immediately more relevant.
Examples
This table contains hypothetical names and businesses:
| Personalized Subject Line | Explanation |
|---|---|
| Hi Jacob, your weekend plans are here! | Using the subscriber’s name makes the email feel more directed and personalized. |
| Chicago Locals: Don’t Miss These Pizza Parties! | This line refers to the subscriber’s location, encouraging them to check out local events. |
| Jacob, Your Exclusive Discount is Waiting Inside! | This adds exclusivity by pairing the name with a special offer, boosting the perceived value. |
| Explore Damascus Like Never Before, Jacob! | Combining name and location in a travel or event-based email adds a highly tailored feel. |
| Jacob, don’t miss our Chicago-exclusive deals! | Personalize the message with both the name and location, creating a strong, relevant hook. |
Ask a Compelling Question
A question in the subject line is an effective email personalization strategy; it engages the reader’s curiosity and encourages them to open the email for answers.
By asking a question, you’re prompting the recipient to think about their own experiences or needs. When combined with personalization, a question can draw the reader in even more — particularly if it addresses a known pain point.
Questions work well in subject lines because they’re often open-ended, inviting the subscriber to explore further by opening the email.
Examples
Using questions in email subject lines can compel readers to click:
| Personalized Subject Line | Why it is appealing |
|---|---|
| Jacob, are you ready to take your Java skills to the next level? | This directly addresses the recipient by name plus taps into a personal interest, prompting engagement. |
| Wondering how to get the most out of your Macbook Pro? | This line suggests the email contains useful tips or insights on using a Macbook efficiently. |
| Did you know there’s a better way to travel cheap? | This subject suggests there’s an improved solution for a known pain point. |
| Jacob, do you want to save more on your next car service? | This subject line asks a question about saving on car maintenance, appealing to cost-conscious subscribers. |
| What’s holding you back from earning more card points, Jacob?” | This email refers to the subscriber by name and implies it contains insights into earning more credit card points. |
Use FOMO in the Subject Line
FOMO (Fear Of Missing Out) is a powerful motivator that can be effectively leveraged in email subject lines. When subscribers feel they might miss an exclusive offer or time-limited opportunity, they’re more likely to open the email to avoid missing out.
Personalizing FOMO-related subject lines with specific details, like limited stock or exclusive access, makes the offer feel even more urgent.
Examples
These examples demonstrate how you can use urgency to boost your open rates:
| Personalized Subject Line | Why it’s effective |
|---|---|
| Jacob, only 3 spots left — secure yours now! | This subject combines the name with limited availability, increasing urgency. |
| Exclusive for you, Jacob: Only 24 hours left! | The email emphasizes exclusivity and a time limit, making the offer worth acting on immediately. |
| Don’t miss out, Jacob! Last chance to Sign Up for the YouTube FanFest! | This subject line builds urgency by suggesting it’s the final chance to attend a popular event. |
| Jacob, your chance to save 30% ends tonight! | This subject line can be highly effective at converting someone who’s on the fence about buying a product or service. |
| Limited stock available, Jacob! Act fast! | This line conveys scarcity, urging the subscriber to take advantage before supplies run out. |
Reference Past Interactions or Transactions
Mentioning a subscriber’s past purchases, browsing history, or interactions adds a personal touch. It acknowledges their engagement with your brand. When subscribers see a continuity from their previous actions, it feels like a customized follow-up email, increasing the likelihood they’ll open it.
Acknowledging past interactions also helps build trust, as it shows that your brand pays attention to the subscriber’s customer journey.
Examples
Check out these examples to write subject lines for your own brand:
| Personalized Subject Line | Explanation |
|---|---|
| Ready to add these exciting board games to your collection, Jacob? | This email appeals to Jacob to consider buying board games similar to the ones he bought in the past. |
| We saw you were interested in our bomber jackets — here’s something similar! | This email reminds the subscriber of a product they viewed plus suggests related options. |
| Jacob, still thinking about our red bomber jacket? It’s back in stock! | This is a great way to remind a subscriber about their past interest in an item, encouraging them to revisit and complete the purchase. |
| Because you loved Battleship, Jacob… | This subject line uses previous purchase data to personalize recommendations. |
| “Thanks for visiting us, Jacob! Here’s something you might like.” | The email refers to a recent interaction, such as a website visit, then offers relevant suggestions. |
Use Milestones
Milestone-based subject lines celebrate important moments in the subscriber’s journey. Milestones can be a birthday, anniversary with the brand, or reaching a specific milestone, such as loyalty points.
This strategy works well for fostering long-term loyalty, as it shows that the brand remembers and appreciates the subscriber’s relationship. Milestone-based subject lines are particularly effective for encouraging engagement and can often lead to increased purchases.
Examples
Different ways to use milestones in subject lines:
| Personalized Subject Line | Explanation |
|---|---|
| Happy Birthday, Jacob! Here’s a Gift Just for You. | This subject line refers to Jacob’s birthday, offering a special reward. |
| Jacob, It’s Been a Year With Us — Thank You! | This subject line works for a subscription or service. It marks an anniversary, recognizing the subscriber’s loyalty. |
| You’ve Reached 500K Flyer Miles! Enjoy a Special Reward, Jacob! | This email celebrates a specific milestone and mentions a reward. |
| Celebrate Your 2nd Anniversary With Us, Jacob! | The subject line mentions the duration of the subscriber’s relationship with the brand, making them feel appreciated. |
Mention a Lead Magnet in the Subject Line
A lead magnet is an offer that entices the subscriber to open the email to receive a free resource or benefit, such as an ebook, discount, or guide.
Lead magnets are highly effective for boosting open rates, as they promise immediate value that resonates with the subscriber’s interests. By mentioning the lead magnet, you can encourage engagement.
And if you want to unlock the full potential of lead magnets, we recommend signing up for the Lead Magnet Multiplier course. This short course shows you how to maximize engagement with lead magnets and build a high-quality audience for your business.
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Examples
Using lead magnets in the subject line to boost open rates:
| Personalized Subject Line | Explanation |
|---|---|
| Your Free Indiehacking Guide is Ready, Jacob! | This line combines the lead magnet with the subscriber’s name, making it feel like a unique offer. |
| Jacob, Unlock Exclusive Access to Your SEO Report | You can share a valuable report related to the subscriber’s industry and mention it in the subject line. |
| Get Started With Your Free Hiking Checklist, Jacob! | The subject line promises a practical, free resource on a relevant topic. |
| Ready to Improve Your AI Skills? Here’s a ProTips Playbook! | This lead magnet addresses a specific goal, offering something immediately useful. |
| Jacob, Here’s Your Exclusive Coupon Code! | This email offers a discount code as a lead magnet and also mentions the recipient’s name. |
Address Common Challenges
Personalizing subject lines by addressing common challenges your subscribers face can boost opens.
When subscribers feel that a brand understands their pain points, they’re more likely to open emails offering solutions. Addressing challenges makes the email feel like a helpful resource rather than a sales pitch, which can strengthen trust.
Examples
These examples demonstrate how to use common challenges in subject lines:
| Personalized Subject Line | Explanation |
|---|---|
| Want to Travel Through Europe on a Budget? Here’s Help, Jacob! | This email subject line entices readers by offering advice on seeing Europe on a budget. |
| Let’s Make Hotel-Hunting Easier for You, Jacob! | This email offers users assistance with finding hotels for an upcoming trip. |
| Jacob, Need Help With Your Barcelona Itinerary? | This email directly addresses a known pain point — planning a trip efficiently. |
| Travel Vietnam Like a Pro With Our Expert Tips! | This line suggests the email contains valuable, expert-backed insights. |
| Worried About Losing Luggage? Here are 10 Ways to Prevent It! | This line indicates the email contains actionable advice for an issue that plagues a lot of travelers. |
Once you implement these methods, how do you assess if they’re effective? The following section offers answers.
Measuring the Impact of Personalized Subject Lines
To effectively measure the impact of personalized subject lines, it’s essential to track key email campaign metrics. These metrics provide valuable insights into how well your subject lines resonate with your audience.
Key stats to track include:
- Open Rate: This metric measures the percentage of recipients who open your email.
- Click-Through Rate (CTR): CTR measures the percentage of recipients who click on a link within your email.
- Email Marketing Conversion Rate: This metric measures the percentage of recipients who take a desired action, such as making a purchase, signing up for a newsletter, or attending a webinar.
- Email Bounce Rate: This metric measures the percentage of emails that are undeliverable.
What Can You Infer from Metrics?
By analyzing these 4 metrics, email marketers can gain valuable insights into the effectiveness of their personalized subject lines.
1. High Open Rate
A high open rate suggests that your subject line is compelling and relevant to your audience. It may indicate that you’re using effective personalization techniques, creating a sense of urgency, or asking intriguing questions.
2. High CTR
A high CTR indicates that your email content is engaging and persuasive. It may suggest that your email CTA (call to action) is clear and compelling or that your email content is relevant to the interests of your audience.
3. High Conversion Rate
A high conversion rate indicates that your email campaign is effective in driving desired actions. It may suggest that your subject line is personalized and persuasive and your email content is optimized for conversions.
4. Low Bounce Rate
A low bounce rate indicates that your email list is clean and accurate. It’s important to regularly clean your email list to remove inactive or invalid email addresses. Email validation tools can help you with this task.
Improving Results with A/B Testing
Email A/B testing is a powerful tool that can help you optimize your personalized subject lines. By testing different variations, you can identify the most effective approach for your audience.
How A/B testing can help:
- Identify the best-performing elements: Test different personalization techniques, such as using the subscriber’s name, location, or past purchase history.
- Optimize subject line length: Experiment with different subject line lengths to see which ones generate the highest open rates. Shorter subject lines can be more impactful, but longer subject lines can provide more context.
- Test different tones and voices: Test different tones, such as formal, casual, or humorous, to see which one is most effective. You can also experiment with different levels of urgency.
- Measure the impact of emojis: Emojis can add personality and emotion to your subject lines. Test different types to see which ones click with your subscribers.
- Test preheader text: Split-test different preheader text variations to see how they impact open rates.
Additional Reading for Better Email Performance
Below, we have compiled topics that can help you sharpen your skills as an email marketer:
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If you want your subject lines to work, you have to get your emails into the inbox first.
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We offer robust segmentation capabilities to help you deliver highly personalized campaigns. By categorizing subscribers based on diverse criteria such as demographics, purchase history, and preferences, you can send messages that resonate with individual recipients.
Our platform’s advanced email marketing automation features streamline the personalization process, enabling you to effortlessly create content that adapts to each subscriber’s journey.
Additionally, we offer:
- Various email campaign templates,
- Audience Groups, to help you target different targets simultaneously,
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- Unique engagement-boosting features such as Evergreen Flash Sales and Gamification.
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