Self Interest

These are your bread and butter subject lines – you should be using them most frequently. They are usually direct and speak to a specific benefit your audience will gain by opening the email. Self-Interest subject lines also help pre-qualify openers by giving them a clue about your email’s body content.


If Self-Interest subject lines work because they give information, curiosity-based ones succeed for the exact opposite reason. These peak the interest of subscribers without giving away too much information, leading to higher opens. Be careful though, because curiosity-based subject lines can get old fast and are the most likely to miss their mark


Do you like free stuff? So does your email list. When you are giving something away, directly stating that in your subject line is a great way to convince them to open the email and learn more.


One of the most powerful activators for your email list is a subject line that tells readers they must act now. Too many of these can lead to list exhaustion so use sparingly and only when there is actually a
limited quantity or limited availability.


Sometimes you just need to thank your subscribers or send them a holiday greeting. Don’t forget to remind your list about the person or people behind your products.


Keeping your audience informed about new developments in your field builds authority and keeps your open rates high. These subject lines often work well when combined with a curiosity element.

Self Interest

A fundamental characteristic of humans is that we look to the behavior of others when making decisions. You can leverage this in your email subject lines by mentioning individual’s success stories,
familiar names, or highlighting how many people are already using a product or service.


We know that even short stories can be powerful, as the classic example, “For sale: baby shoes, never worn,” shows. Telling a story, or at least teasing the beginning of one, in your subject line is a unique way to highlight a benefit and get the open rate you’re looking for.