Email communication will hardly ever become a less popular way of business interactions than it is now. Moreover, we can expect it to develop to unprecedented levels as the mankind is diving into living online, working from homes and doing most of the business virtually. Looking at such perspective, it seems necessary to start teaching kids how to write email subject lines already in kindergarten.

If you want your email to be open, you’ve got to write your subject line well. And this, as experience shows, is not as easy as it seems. So, we’ll devote this essay to the art and science of crafting subject lines, and look at the examples of well-constructed and poorly written subject lines to develop a set of Do’s and Dont’s for your future email-writing practices.

It goes without saying that subject lines are the gateway to your email. They determine whether your message gets opened, ignored, or marked as spam. Research says that 47% of email recipients open emails based on the subject line alone, while 69% report emails as spam based solely on the subject line. In today’s world, with AI tools filtering and prioritizing majority of emails, the stakes of your email never being open and falling into someone’s recycle bin are even higher.

In B2B communications, where relationships and reputation are key, a well-written subject line can:

• Capture attention: In a crowded inbox, it cuts through the noise.
• Establish relevance: It assures the recipient that the email addresses their needs.
• Set expectations: It provides a glimpse into the email’s content, ensuring alignment with the recipient’s interests.

But only if you write it right! To craft subject lines that resonate in a B2B context, you’d better stick to these principles:

1. Clarity over Creativity:
   • Avoid cryptic or overly clever subject lines. Business recipients value straightforwardness.
   • Bad subject line: “Unlock the Secret Sauce to Success!”
     (Why bad: Vague and reminiscent of clickbait.)
   • Good subject line: “Proposal for Enhancing Your Marketing Efficiency.”
2. Personalization:
   • Tailor the subject line to the recipient, using their name, company, or specific interests.
   • Bad subject line: “Special Offer for You!”
     (Generic and lacks personalization.)
   • Good: “Hi John, Let’s Discuss AI Solutions for [Company Name].”
3. Value Proposition:
   • Highlight the benefit the recipient will gain by engaging with your email.
   • Bad subject line: “We Want to Work with You.”
     (One-sided and offers no clear value.)
   • Good: “How Our Team Can Help Increase Your Revenue by 25%.”
4. Conciseness:
   • Keep subject lines short—around 6-10 words or under 60 characters—to ensure visibility on mobile devices.
   • Bad subject line: “Discover the Many Ways Artificial Intelligence Can Revolutionize Your Operations and Help You Save Time.”
     (Why it’s bad: Too long and overwhelming.)
   • Good: “Streamline Your Operations with AI Tools.”
5. Urgency and Specificity:
   • Create a sense of importance without resorting to manipulative tactics.
   • Example of a bad subject line: “Act Now Before It’s Too Late!”
     (Overly dramatic and lacks specificity.)
   • Good: “Final Slots Open for Our AI Webinar.”

Want to See More of the Poorly Written Subject Lines? Here you are:

1. Vague and Irrelevant:
   • “Let’s Work Together!” (Lacks specificity; could apply to anyone.)
   • “Big News You Don’t Want to Miss.” (Clickbait-like and offers no context.)
2. Overly Salesy:
   • “Exclusive Deal Just for You!” (Feels impersonal and pushy.)
   • “Buy Now to Save Big on Our AI Services!” (Aggressive and transactional, unsuitable for B2B.)
3. Overly Clever or Gimmicky:
   • “Revolutionize Your Business with Our Magic Wand.” (Gimmicky and lacks credibility.)
   • “We’re the Best—Here’s Why You Need Us!” (Self-centered and unprofessional.)
4. Too Long or Overloaded:
   • “Take Advantage of Our Comprehensive AI Solutions That Will Help Your Team Achieve Outstanding Results and Save Time in the Process!” (Overwhelming and difficult to digest.)
   • “Here’s a Special Invitation for You to Join Us in Learning About the Future of AI Technology at Our Upcoming Webinar This Friday.” (Too long and lacks focus.)

Examples of Well-Written Subject Lines

1. Connecting and Collaborating:
   • “Exploring Partnership Opportunities Between [Your Company] and [Recipient’s Company].” (Specific and focuses on collaboration.)
   • “Innovative Solutions for Your Team—Ready to Collaborate?” (Suggests mutual benefit and action-oriented.)
2. Selling Services:
   • “Reduce Your IT Costs by 30%—Here’s How We Can Help.” (Offers a clear benefit with a measurable outcome.)
   • “Custom AI Solutions for Scaling [Recipient’s Company Name].” (Personalized and relevant to the recipient’s needs.)
3. Following Up:
   • “Checking In: Let’s Schedule a Call to Discuss AI Integration.” (Polite and sets a clear next step.)
   • “Following Up on Our Conversation at [Event Name].” (References a prior interaction, making it more personal.)
4. Announcements and Updates:
   • “Introducing Our New AI-Powered Marketing Platform.” (Informative and sparks curiosity about the offering.)
   • “Exciting Updates: Enhanced Tools for Your Sales Team.” (Promises relevant and beneficial updates.)

What to Do in the World of AI?

Crafting your subject lines in the AI-driven business world requires even more attention to details because tools like ChatGPT, Phrasee, or Persado can generate really good subject lines that are tailored to audience preferences based on analysis of many factors like:

• Recipient behavior: What types of subject lines they typically open.
• Industry trends: Keywords and phrases that resonate in specific sectors.
• Performance metrics: Click-through rates, open rates, and conversions.

Tips for AI-Optimized Subject Lines

1. Use Data-Driven Insights:
   • Analyze past campaign performance to identify patterns in successful subject lines.
2. Test and Iterate:
   • A/B test subject lines to determine which resonates best with your target audience.
   • Example: Test “Collaborate with Us for Better AI Solutions” against “Custom AI Solutions Tailored for [Recipient’s Company].”
3. Incorporate Keywords:
   • Include industry-specific terms that highlight relevance.
   • Example: “AI-Powered Tools for Efficient Marketing Campaigns.”
4. Adapt to Recipient Segments:
   • Tailor subject lines based on the recipient’s role, industry, or region.
   • Example for a CMO: “Boost Marketing ROI with AI-Powered Campaigns.”
     Example for a CTO: “AI Solutions to Enhance Tech Infrastructure.”

Whether you’re connecting with new people, collaborating in business, or selling goods and services, your subject line is a decisive factor whether your email will be open or not. So, it is certainly worth a few minutes of your time to think and write the subject line that clearly outlines the purpose of your writing.