How to write a follow up email subject line for results?

How to Write a Follow-Up Email Subject Line That Gets Opened

Crafting the perfect follow-up email can feel like walking a tightrope. You want to be persistent without being annoying, informative without overwhelming. A crucial element often overlooked is the subject line. A well-crafted subject line can be the difference between your email being read and being relegated to the digital abyss. This article will equip you with practical strategies and specific examples to create follow-up email subject lines that grab attention and drive engagement.

Understanding the Psychology of Follow-Up Subject Lines

Before diving into specific examples, it’s crucial to understand the psychological principles that make follow-up email subject lines effective. Your audience is busy and inundated with emails daily. To cut through the noise, your subject line needs to immediately convey relevance and pique their interest. This often involves tapping into emotions like curiosity, urgency (when appropriate), and the desire for value. The recipient should instantly understand why they should open your email and what’s in it for them. Generic subject lines like “Following Up” are easily ignored because they lack these crucial elements.

The Power of Personalization

Personalization goes beyond simply including the recipient’s name. It’s about showing that you understand their specific needs, challenges, or past interactions. A generic greeting implies a mass email. A personalized subject line signals that your message is specifically tailored to them. This shows you’ve invested time and effort, making them more likely to reciprocate with their attention. Example 1: Generic vs. Personalized

• Generic: Following Up
• Personalized: [Prospect Name], Quick Question About [Their Company]’s Marketing

In this example, the personalized subject line immediately grabs attention by mentioning the recipient’s name and company, suggesting a connection to their specific marketing efforts.

Creating a Sense of Urgency (Use Sparingly)

Urgency can be a powerful motivator, but it should be used ethically and only when genuinely applicable. False urgency can damage trust and lead to unsubscribes. True urgency might involve a limited-time offer, a deadline for a proposal, or an upcoming event. It’s important to back up any urgency claims within the email itself. Example 2: Using Urgency Effectively

• Without Urgency: Following Up on Proposal
• With Urgency (If Applicable): Proposal Deadline Approaching: [Project Name]

Here, the urgency stems from a real deadline. The recipient knows immediately that there’s a time-sensitive reason to open the email. Don’t fabricate deadlines, as this can be detrimental to your reputation.

The Importance of Clarity and Specificity

Vague subject lines lead to low open rates. Be crystal clear about the purpose of your email. Avoid jargon or overly clever wording that might confuse the recipient. Specificity helps them quickly assess the email’s relevance to their priorities. The more specific you are, the more likely they are to open your email. Example 3: Vague vs. Specific

• Vague: Checking In
• Specific: Checking In: Next Steps for [Project/Goal]

The specific subject line tells the recipient exactly what the email is about – the next steps related to a specific project or goal. This level of detail increases the likelihood of an open. Expert Tip: A/B test different subject lines to see what resonates best with your target audience. Track open rates and engagement to refine your approach over time. By understanding these psychological principles, you can craft follow-up email subject lines that are more likely to capture attention, build trust, and drive desired actions.

Practical Formulas for Effective Follow-Up Subject Lines

While the psychology of persuasion is important, having concrete formulas to guide your subject line creation can be invaluable. These formulas offer a starting point, which you can then tailor to your specific context and audience. The key is to find a balance between proven structures and creative customization.

The Question + Benefit Formula

This formula piques curiosity by posing a question related to a potential benefit the recipient can gain. The question should be relevant to their needs or pain points, and the benefit should be clear and compelling. Example 1: Question + Benefit in Action

• Subject Line: Want to Increase [Metric] by X%?

Explanation: This subject line immediately grabs attention by asking a question related to a key metric the recipient likely cares about (e.g., leads, sales, website traffic). It also quantifies the potential benefit (X%), making it more tangible and appealing. Example 2: Industry Specific Question + Benefit

• Subject Line (For SaaS): Struggling with User Onboarding? See How We Can Help.

This example addresses a common pain point in the SaaS industry (user onboarding) and offers a solution. It’s specific and relevant to the target audience.

The Reminder + Context Formula

This formula is useful when following up on a previous interaction, such as a meeting, phone call, or demo. It reminds the recipient of the context of the interaction and gently prompts them to take the next step. Example 3: Reminder + Context After a Meeting

• Subject Line: Following Up on Our Conversation About [Project Name]

This subject line reminds the recipient of the previous conversation and specifies the topic, making it easy for them to recall the context. Example 4: Reminder + Context After a Demo

• Subject Line: Next Steps After Your [Product Name] Demo

This example directly references the demo the recipient attended and indicates that the email contains information about the next steps.

The Mutual Connection + Value Formula

Leveraging a mutual connection can significantly increase your chances of getting your email opened. People are more likely to trust recommendations from individuals they know or respect. Combine this with a clear offer of value to create a compelling subject line. Example 5: Mutual Connection + Value

• Subject Line: [Mutual Connection Name] Suggested We Connect About [Benefit]

This subject line immediately establishes credibility by mentioning a mutual connection and highlights a specific benefit the recipient can expect. Example 6: Conference Connection + Shared Interest

• Subject Line: Following Up from [Conference Name] – [Shared Interest]

This approach works well after meeting someone at a conference. Referencing the conference and a shared interest helps jog their memory and creates a point of connection. These formulas are not rigid rules but rather flexible frameworks. Experiment with different variations and tailor them to your specific situation. The most important thing is to create subject lines that are relevant, engaging, and clearly communicate the value you offer.

Advanced Techniques for Subject Line Optimization

Beyond basic formulas, several advanced techniques can significantly improve your follow-up email subject line performance. These involve a data-driven approach, continuous testing, and a deeper understanding of your audience’s preferences. Implementing these techniques can elevate your email marketing from good to great.

A/B Testing Subject Lines: A Scientific Approach

A/B testing, also known as split testing, involves creating two (or more) versions of a subject line and sending each version to a segment of your audience. By tracking open rates, click-through rates, and conversions, you can determine which subject line performs best. This data-driven approach eliminates guesswork and allows you to optimize your subject lines based on real-world results. Example 1: A/B Testing Different Approaches

Subject Line A	Subject Line B	Result
Following Up on Our Conversation	Quick Question About [Company Name]’s Needs	Subject Line B had a 20% higher open rate

Explanation: In this example, Subject Line B performed better because it was more specific and directly addressed the recipient’s potential needs. This insight can inform future subject line creation. Tools for A/B Testing: Most email marketing platforms (e.g., Mailchimp, HubSpot, Sendinblue) offer built-in A/B testing features.

Keyword Optimization: Boosting Relevance

Just like optimizing website content for search engines, you can optimize your subject lines with relevant keywords. Consider the terms your target audience is likely to use when searching for information related to your product or service. Incorporating these keywords into your subject lines can increase their relevance and improve open rates. Example 2: Keyword Optimization for a Marketing Agency

• Original Subject Line: Following Up on Marketing Services
• Optimized Subject Line: Boost Your Website Traffic with Our Marketing Expertise

Explanation: The optimized subject line includes keywords like “website traffic” and “marketing expertise,” which are likely to resonate with businesses looking to improve their online presence.

Leveraging Data and Analytics: Understanding Your Audience

Analyzing your email marketing data can provide valuable insights into your audience’s preferences and behavior. Track metrics like open rates, click-through rates, and unsubscribe rates to identify patterns and trends. Use this information to refine your subject line strategy and create more effective campaigns. Example 3: Analyzing Open Rates by Industry Let’s say you notice that subject lines containing numbers perform significantly better with clients in the finance industry compared to those in the creative industry. This suggests that finance professionals are more receptive to data-driven subject lines. You can then tailor your approach accordingly. Example 4: Understanding Segment Performance If emails to your “lead magnet downloaders” segment have much higher open rates when the subject lines contain the exact title of the lead magnet, it shows the value of direct relevance. Expert Quote: “The best marketing doesn’t feel like marketing.” – Tom Fishburne. This is especially true with follow-up emails. Focus on providing genuine value and building relationships, not just making a sale. By implementing these advanced techniques, you can continuously optimize your follow-up email subject lines and achieve better results. Remember that optimization is an ongoing process. Regularly test new approaches, analyze your data, and adapt your strategy to stay ahead of the curve.

Avoiding Common Mistakes and Spam Triggers in Subject Lines

Even with the best strategies, certain mistakes can derail your follow-up email subject lines and land your messages in the spam folder. Understanding these common pitfalls and avoiding them is crucial for ensuring your emails reach the intended recipients and achieve their goals. Protecting your sender reputation is paramount.

Overuse of Exclamation Points and Capitalization

Excessive use of exclamation points and ALL CAPS can make your subject line appear aggressive and spammy. While occasional use for emphasis might be acceptable, overuse can trigger spam filters and turn off potential recipients. Example 1: What to Avoid

• Bad: URGENT! HUGE DISCOUNT! LIMITED TIME OFFER!!!
• Good: Limited-Time Offer: [Product Name] at [Discount]% Off

Explanation: The “Bad” example is riddled with spam triggers. The “Good” example conveys the same information in a professional and less aggressive manner.

Spam Trigger Words and Phrases

Certain words and phrases are commonly associated with spam and can trigger spam filters. Avoid using these terms in your subject lines, or at least use them sparingly and in context. Some common examples include:

• Free
• Guaranteed
• Discount
• Limited Time Offer (when untrue)
• Act Now!
• Click Here!
• Best Price
• Money Back

Example 2: Avoiding Spam Trigger Words

• Bad: Get Your FREE Report Now!
• Good: Download Your Report: [Report Title]

Explanation: The “Bad” example uses “FREE” and “Now!” which are common spam triggers. The “Good” example is more straightforward and professional.

Misleading or Deceptive Subject Lines

Using subject lines that mislead or deceive recipients is unethical and can damage your reputation. Avoid making false promises or misrepresenting the content of your email. Be transparent and honest in your communication. Example 3: Honesty is the Best Policy

• Bad: Re: Your Order (when no order was placed)
• Good: Following Up on Your Interest in [Product/Service]

Explanation: The “Bad” example attempts to trick the recipient into opening the email. The “Good” example is honest and transparent about the purpose of the email.

Length and Mobile Optimization

Keep your subject lines concise and to the point. Long subject lines may be truncated on mobile devices, making it difficult for recipients to understand the message. Aim for a length of around 50 characters or less to ensure optimal readability on all devices. Example 4: Mobile Optimization

• Too Long: Following Up on Our Recent Conversation About the Comprehensive Marketing Strategy for Your Business and Potential Partnership Opportunities
• Optimized: Following Up: Marketing Strategy & Partnership

Explanation: The optimized subject line conveys the key information in a concise and mobile-friendly format. By avoiding these common mistakes and spam triggers, you can improve your email deliverability and ensure that your follow-up emails reach their intended recipients. Prioritize transparency, honesty, and respect for your audience’s time and attention.