The Connection Between Email Subject Lines and Open Rates
Your email’s subject line is your first — and often only — chance to grab attention in a crowded inbox. Without a strong subject line, your open rates will suffer. According to recent data from Airship’s “The Mobile Consumer” report, 15% of US internet users say they always ignore or delete emails from brands without reading them. 33% said they do so “often,” while 34% claimed they did so “about half the time.”
Though the average email campaign open rate is 39.74%, these metrics differ a bit depending on what industry your business is in. Per research from Klaviyo, the average email campaign open rate is 39.58% for jewelry and 40.48% for the clothing and accessories industry.
Crafting Click-Worthy Subject Lines: A Quick Guide
But how do you know which subject lines are right for different campaigns? With so many styles to choose from, it can be tough to know which approach will work best for your audience.
To help you out, we’ve created a handy table that acts as a cheat sheet for crafting effective subject lines. It highlights 18 different styles along with examples tailored for retail businesses. Whether you want to try a playful tone, create a sense of urgency, or tap into personalization, these examples are designed to help you brainstorm and improve your email campaigns.
| STYLE | DESCRIPTION | RETAIL EXAMPLE |
|---|---|---|
| Personalized Subject Lines | Incorporate the recipient’s name or personal preferences to create a sense of individual attention. | “Lisa, Earn Double Points Today Only” |
| Question-Based | Pose a question to pique the reader’s curiosity and encourage them to open the email for answers. | “Is This the Perfect Sweater?” |
| Urgency | Convey time-sensitive offers to prompt immediate action from the recipient. | “Last Chance to Get in On This Hot Deal” |
| Scarcity | Highlight limited availability to create a fear of missing out, motivating quick engagement. | “Get It While It’s Still In Stock” |
| Curiosity-Driven | Spark curiosity by crafting intriguing subject lines that hint at the content inside without giving it all away. | “You’re Not Going to Believe This…” |
| Benefit-Oriented | Emphasize the advantages or value the recipient will gain, encouraging them to explore further. | “Save Big on Your Favorite Brands” |
| How-To | Offer guidance or solutions relevant to the recipient’s interests or needs, positioning the brand as helpful and knowledgeable. | “How to Build the Perfect Capsule Wardrobe” |
| Storytelling | Introduce a narrative element to engage the reader emotionally and encourage them to learn more. | “From Our Workshop to Your Door: The Journey of Our Handmade Bags” |
| Offers and Discounts | Clearly state promotions or special deals to attract recipients looking for savings. | “Get 20% Off Your Next Purchase” |
| Short and Sweet | Use concise and direct subject lines to quickly convey the email’s purpose, appealing to busy recipients. | “Big News Inside!” |
| Numbers and Listicles | Incorporate numbers to suggest a list format, indicating easily digestible and structured content. | “10 Gifts Under $50 for Everyone on Your List” |
| FOMO (Fear of Missing Out) | Leverage the fear of missing out by suggesting exclusivity or limited-time opportunities. | “Time is running out… Save up to $300” |
| Humor | Apply light-hearted or witty language to create a positive association and stand out in the inbox. | “Taco Tuesday: Let’s Taco ‘Bout It!” |
| Seasonal | Align subject lines with current seasons, holidays, or events to make the content timely and relevant. | “Fall Into Savings: Enjoy Discounts on Must-Have Autumn Décor” |
| Straightforward | Present clear and unambiguous subject lines that tell the recipient exactly what to expect inside the email. | “Shop Our New Arrivals Now” |
| Social Proof | Reference popular trends or customer behaviors to build trust and encourage engagement. | “Hear What Our Customers Are Saying About Us” |
| Exclusive Content | Indicate that the email contains content or offers available only to a select group, making the recipient feel special. | “Just for You: Exclusive Preview of Our Winter Collection” |
| Call-to-Action | Include a direct prompt for the recipient to take a specific action, such as “Shop Now” or “Learn More”. | “Shop Now and Get 25% Off Your First Order” |
Spark Success with Strategic Subject Lines
Think of this table as a quick-reference guide you can revisit whenever you need inspiration for your email campaigns. Experimenting with different email subject line styles allows you to discover what resonates with your audience. This approach helps align with your goals, whether that’s driving traffic, increasing sales, or staying top of mind. Even small changes can make a big impact — start experimenting today!
Elevate Your Email Game
Looking for even more ways to optimize your retail business’s email marketing? Dive into Klaviyo’s robust features and see how they can elevate your campaigns.
