Best Email Subject Lines to Boost Email Open Rates

Key Tips for Crafting Irresistible Subject Lines:

 Most People Open Emails on Mobile. Make sure your subject line is optimized for mobiles. (You can use free marketing tools like Zurb’s
TestSubject to see how your subject line will appear on a variety of popular mobile devices.)
 Short subject lines are usually the best as they display fully on mobile.
 Originality is Key
 Try Out Emojis (increase your open rates by 45%.) Open emojis by pressing Windows logo key + . (period) or go to this link
 Use urgency in your subject line
 Personalize as much as you can. Bring in custom information into the subject.
 Show how your product/solution solves your reader’s pain points
 Use actionable language in your subject line.

CONTENT:

Subject Line Categories: Best Subject Line Examples by Category: Email Subject Line Formulas:

 Fear of Missing Out Subject Lines
 Curiosity Subject Lines
 Funny Subject Lines
 Vanity Subject Lines
 Greed Subject Lines
 Sloth Subject Lines
 Pain Point Subject Lines
 Retargeting Subject Lines
 Personal Subject Lines
 Straightforward Subject Lines
10 Sure-Fire Subject line Templates that Work
 Personal Subject Lines
 Promotional Subject Lines
 Funny Subject Lines
 Last Chance Subject Lines
 Creative Subject Lines
 Curiosity Subject Lines
 Social Proof Subject Lines
 Follow Up Subject Lines
 SUMO’s Best Subject Lines
 Content Promotion Email Subject Lines
 Sales Email Subject Lines
 Cold Email Subject Lines
 Follow-Up Email Subject Lines
 Transactional Email Subject Lines
Verbalization of headlines
Top Subject Line Keywords
FEAR OF MISSING OUT
= adding an element of scarcity (limited availability) or urgency (limited time).
1. Warby Parker: “Uh-oh, your prescription is expiring”
2. JetBlue: “You’re missing out on points.”
3. Digital Marketer: “[URGENT] You’ve got ONE DAY to watch this…”
4. Digital Marketer: “Your 7-figure plan goes bye-bye at midnight…”
5. Digital Marketer: “[WEEKEND ONLY] Get this NOW before it’s gone…”
6. Jersey Mike’s Subs: “Mary, Earn double points today only”
7. Guess: “Tonight only: A denim lover’s dream”

CURIOSITY
= leaving your subject line open-ended so subscribers will be curious, like a cliffhanger that can only be satisfied by opening the email.
8. Manicube: “*Don’t Open This Email*”
9. GrubHub: “Last Day To See What This Mystery Email Is All About”
10. Refinery29: “10 bizarre money habits making Millennials richer”
11. Digital Marketer: “Check out my new “man cave” [PICS]”
12. Digital Marketer: “Is this the hottest career in marketing?”
13. Thrillist: “What They Eat In Prison”
14. Eat This Not That: “9 Disgusting Facts about Thanksgiving”
15. Chubbies: “Hologram Shorts?!”
16. The Hustle: “A faster donkey”
17. Mary Fernandez: “? a surprise gift for you! {unwrap}”
FUNNY SUBJECT LINES
18. Eater Boston: “Where to Drink Beer Right Now” (Sent at 6:45am on a Wednesday.)
19. OpenTable: “Licking your phone never tasted so good”
20. Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
21. The Muse: “We Like Being Used”
22. Warby Parker: “Pairs nicely with spreadsheets”
23. UncommonGoods: “As You Wish” (A reference to the movie The Princess Bride.)
24. Travelocity: “Need a day at the beach? Just scratch n’ sniff your way to paradise…”
25. TicTail: “Boom shakalak! Let’s get started.”
26. Thrillist: “Try To Avoid These 27 People On New Year’s Eve”
27. Baby Bump: “Yes, I’m Pregnant. You Can Stop Staring At My Belly Now.”
28. Gozengo: “NEW! Vacation on Mars”
29. The Hustle: “Look what you did, you little jerk…” (This one’s a reference to the movie Home Alone. We hope.)

VANITY
= either promise something that makes the subscriber look better to their peers, or invoke the fear of being shamed.
30. Guess: “Don’t wear last year’s styles.”
31. Fabletics: “Your Butt Will Look Great in These Workout Pants”
32. Jeremy Gitomer: “How Have You Progressed Since the Third Grade?”
33. Rapha: “Gift inspiration for the discerning cyclist”
34. La Mer: “Age-defying beauty tricks”
35. Pop Physique: “Get Ready. Keep the Pie Off Your Thighs Returns.”
36. Rapha: “As worn in the World Tour”
37. Sephora: “Products the celebs are wearing”
GREED
= offer discounts but beware - the higher the percentage, the less reliable effect it has on your open rates
38. Topshop: “Meet your new jeans”
39. Topshop: “Get a head start on summer”
40. HP: “Flash. Sale. Alert.”
41. HP: “New must-haves for your office”
42. Seafolly: “A new product you won’t pass on”
43. Guess: “25% off your favorites”
44. Rip Curl: “Two for two”
45. La Mer: “A little luxury at a great price”
46. Rapha: “Complimentary gift wrap on all purchases”
47. The Black Tux: “Get priority access.”

SLOTH
= (tendency to avoid work) - offering a shortcut, or a useful resource that saves a lot of time and energy.

48. Syed from OptinMonster: “✔ 63-Point Checklist for Creating the Ultimate Optin Form”

49. Syed from OptinMonster: “Grow your email list 10X ⚡ faster with these 30 content upgrade ideas”
50. Ramit Sethi: “How to email a busy person (including a word-for-word script)”
51. Digital Marketer: “Steal these email templates…”
52. Digital Marketer: “A Native Ad in 60 Minutes or Less”
53. Digital Marketer: “212 blog post ideas”
PAIN POINTS
= understand your buyer persona and use their pain points to get subscribers to open your emails by solving that problem for them.
54. Pizza Hut: “Feed your guests without breaking the bank”
55. IKEA: “Where do all these toys go?”
56. IKEA: “Get more kitchen space with these easy fixes”
57. HP: “Stop wasting money on ink”
58. Sephora: “Your beauty issues, solved”
59. Uber: “Since we can’t all win the lottery…”
60. Thrillist: “How to Survive Your Next Overnight Flight”
61. Guess: “Wanted: Cute and affordable fashions”
62. Evernote: “Stop wasting time on mindless work”
63. Duolingo: “Learn a language with only 5 minutes per day”

RETARGETING
= (sent to subscribers when they fail to complete an action or a step in your sales funnel) - overcoming objections, offering something to sweeten the deal,
or alerting them that something bad is going to happen if they don’t take action.
64. Nick Stephenson: “How you can afford Your First 10,000 Readers (closing tonight)”
65. Bonobos: “Hey, forget something? Here’s 20% off.”
66. Target: “The price dropped for something in your cart”
67. Syed from Envira: “Mary, your Envira account is on hold!”
68. Syed from Envira: “I’m deleting your Envira account”
69. Ugmonk: “Offering you my personal email”
70. Animoto: “Did you miss out on some of these new features?”
71. Pinterest: “Good News: Your Pin’s price dropped!”

72. Unroll.Me: “⚠ Unroll.Me has stopped working”

73. Vivino: “We are not gonna Give Up on You!”
PERSONAL
= including your subscriber’s name, use casual language, share something personal, or use copy that implies familiarity or friendship.
You can use things like:
 Birthdays and anniversaries
 Recent interactions with your site or brand
 Location
 Interests
 Information provided via surveys and feedback

74. Guess: “Mary, check out these hand-picked looks”

75. Rent the Runway: “Happy Birthday Mary – Surprise Inside!”
76. Bonnie Fahy: “Mary, do you remember me?”
77. Kimra Luna: “I didn’t see your name in the comments!?”
78. John Lee Dumas: “Are you coming?”
79. UrbanDaddy: “You’ve Changed”
80. Influitive: “So I’ll pick you up at 7?”
81. James Malinchak: “Crazy Invitation, I am Going to Buy You Lunch…”
82. Brooklinen: “Vanilla or Chocolate?”
83. Sam from The Hustle: “I love you”
84. Ryan Levesque: “Seriously, Who DOES This?”
85. Jon Morrow: “Quick favor?”
86. Mary Fernandez: “you free this Thurs at 12PM PST? [guest blogging class]”
87. Mary Fernandez: “? your detailed results…”
88. Syed from OptinMonster: “300% increase in revenue with a single optin + a neat growth trick from my mastermind!”
89. Revolution Tea: “Thanks for helping us”
90. Harry’s: “Two razors for your friends (on us)”
STRAIGHTFORWARD
= The key to making this work for your list is to consistently provide value in all of your emails. Don’t ever send an email unless you have something
important to say: always make sure your campaigns are packed with value. If you do this, you’ll train your subscribers to open your emails no matter what
the subject line says.
91. Al Franken: “Yes, this is a fundraising email”
92. AYR: “Best coat ever”
93. Barack Obama: “Hey”
94. “[Company Name] Sales & Marketing Newsletter”
95. “Eye on the [Company Name] Update (Oct 31 – Nov 4)”
96. “[Company Name] Staff Shirts & Photos”
97. “[Company Name] May 2005 News Bulletin!”
98. “[Company Name] Newsletter – February 2006”
99. “[Company Name] and [Company Name] Invites You!”
100. “Happy Holidays from [Company Name]”
101. “Invitation from [Company Name]”
PERSONAL SUBJECT LINES
 😏 Rikke – ready to move a few stubborn
LBS?! 😏 (Flat Tummy Co)
 Rikke! A Free Birchbox for You When You
Gift (Birchbox)
 Can’t decide, Rikke? Get Shiraz & Co NEW
mix! (Vinomofo)
 Rikke, you don’t want to miss this…
(ColourPop Cosmetics)
 Hey Seray, we picked these for you!
(Fabletics)
 Only the best for you, Seray (Fenty Beauty)
 Seray, this is so you and it’s 70% off!
(Fabletics)
 Hey Seray, ready for some Disney magic?
(Torrid)
 We’d love your feedback, Seray! (Joybird)
 Seen something you liked, Seray? (Esqido)
 1 DAY ONLY just for you, Seray!
(American Eagle)
 Seray, 🎁 Here’s a gift to make your weekend 
even BETTER (Frank and Oak)
PROMOTIONAL SUBJECT LINES
 Beauty You’ve Had Your 👀 on, Now with
$20 OFF! (L’Occitane)
 This is Not a Sale. It’s a Celebration. (United
by Blue)
 open to see our top picks of sale (Kate
Spade)
 Stop EVERYTHING! Up to 50% off ALL
Dresses 🚨👗 (Miss Selfridge)
 50% off a bra that feels good. It’s REAL.
(Aerie)
 Save money. Don’t leave the couch. (Dollar
Shave Club)
 Your favorite jeans are 20% off 🙌
(Hollister)
 The sale’s on SALE! 😱 (THE ICONIC)
 This sale’s too BIG for subject li– (Moo)
 💡 THIS SALE IS LIT 💡 20% off all
lighting (west elm)
 The Only Sale That Matters… (Violet Grey)
ONLY $19.99 (or less) for all of THIS?
(Urban Outfitters)
 Early bird gets the sale (Paperless)
FUNNY SUBJECT LINES
 How d’ya like your socks in the morning? 🍳
(Happy Socks)
 “Does this come in black?” (Sweaty Betty)
 It’s finally (mostly) sunny! (Sunski)
 Great, another email! (Studio Neat)
 Call me Thigh Fieri (Chubbies)
 “Ahhhhhhh.”—Your feet (Huckberry)
 [True or False]: Your beard loves to lift, bro.
(Beardbrand)
 SAAALE! Extra 40%! Sorry for yelling!
(Bonobos)
 Forget Your Troubles, Come On Get
Matchy! (Patpat)
 the fresh pants of bel-AYR (AYR)
 Sure, you *could* send a fruit basket (Blue
Apron)
 Witches be crazy, and so is this box! 🎃
(Beauty Box)
 Nope, still NOT going out of business.
Enjoy 2 for $45! (Crocs)
LAST CHANCE SUBJECT LINES
 say goodbye to your exclusive 20% offer
(tarte)
 There’s Still Time To Save On These
Exclusives (Violet Grey)
 Clock’s ticking ⏲ 50% OFF 500+ items
(Urban Outfitters)
 BOGO free clearance is over in 5…4…3…
(Torrid)
 Buy One Get One Free OR ELSE
(ThinkGeek)
 It’s there and then it’s GONE. POOF. 💥
(The Spinsterz)
 URGENT: Need by EOD 😉 (Snowe)
 bye, bye, bye (Proven)
 Don’t miss out on 30% off! (Third Love)
 Ho Ho HURRY. There’s 20% off Christmas
decorations ⛄ (west elm)
 All good things come to an end… (One
Kings Lane)
 Better Late than Never. (Tuft & Needle)
 Don’t let your offer go cold (Happy Socks)
CREATIVE SUBJECT LINES
 It’s a plaid, plaid world (Torrid)
 You Doughn’t Want to Miss Out on This
Pair! 🍪 (Sock Fancy)
 Flick here for vegan eyeliners ⚡ (Lush)
 so long, milk(shea)ke 👋 (Function of
Beauty)
 Sun’s out, mugs out (Death Wish Coffee)
 ereht ih (Chubbies)
 Rum-pum-pum-pump up the holiday jams
(Shinesty)
 10/10 would not wormhole again (Recess)
 Ready. Sit. GO! ✈️🚗🏖️💩 (Poo~Pourri)
 A Sale of ❄ and 🔥 (ThinkGeek)
 Oh hey crochet! 👋 (Wool and the Gang)
 Level up your lederhosen! 🍺 (Happy Socks)
 Let the Festivi-TEAs begin! (Cup & Leaf)
CURIOSITY SUBJECT LINES
 Have You Seen Sheep Dance? (Allbirds)
 You’re Invited (Birchbox)
 THIS is: High-performance ✅ sustainable
✅ already our best seller ✅ (Frank and Oak)
 When life gives you cupcakes… (Johnny
Cupcakes)
 It’s Arrived. (Huckberry)
 Shhh… Don’t tell anyone (ESQIDO)
 Is it your lucky day? (Death Wish Coffee)
 You can’t come in (Glossier)
 They did WHAT with a pair of Crocs?
(Crocs)
 Your hair care routine is missing
something… (Function of Beauty)
 they said it couldn’t be done (Recess)
 What you’ve been waiting for 🌈 (Away)
 You’ve never seen a suit this color…
(Shinesty)
SOCIAL PROOF SUBJECT LINES FOLLOW UP SUBJECT LINES SUMO’s BEST SUBJECT LINES

 Fans are getting REAL about new Studio Fix  Your Place in Line is Going, Going… Open
Subject Line
Stick 👀 (MAC Cosmetics) (Proven) Rate
 Don’t just take our word for it.  All You Have To Do Is Get What You Want 1. I was right - and that’s not good for
69%
(Framebridge) (Too Faced) you
 We’ve Heard Some Good Things… 😊  Let’s make a plan (Care/of) 2. 13 email marketing trends you must
64%
(Birchbox)  You Should Sleep on Big Decisions. (Tuft & know
 Yeah, what they said (Morphe) Needle) 3. Before you write another blog post,
 Whalen felt the connection (Warby Parker) 61%
 Guess what Olivia Buckland is wearing? read this
👀🔥 (Beauty Bay)  Still thinking it over? Maybe this will help… 4. Are we still on for 12? 61%
(Sock Fancy)
 “Crown jewel of sweatshirts.” (Aerie) 5. You don’t want FOMO do you? 60%
 should you buy expensive skin care (Y’OUR)
 Find Out Why This Fave Is Sold Every 10 6. We’re starting in 5 HOURS 59%
Secs… (Origins)  The 2nd rule of Vinomofo: never leave a
7. Missed you, how’s Thursday? 59%
wine behind. (Vinomofo)
 “Want.” — everyone (Huckberry) 8. How 35 influencers grew their sites
 More about our Sweety Flared Bandage 57%
 You might have some questions (Warby from 0-10K visitors
Dress (The Kewl Shop)
Parker)
 There must have been a mistake, you left this 9. It’s time to rethink Black Friday 57%
 Rumor has it.. (IGK)
behind (Fab) 10. How to Google-proof your
 Your absolute faves🌟 (Brandless) 53%
 Trust your instincts. (Bath & Body Works) mobile site in 2017
 our NEW palette has ⭐⭐⭐⭐⭐ (tarte)
 Just lookin out for you 🙂 (AYR)
 Transparency is kind of our thing. (Ritual)
 You left your stuff at our place… (Shinesty)
10 Sure-Fire Subject line Templates that Work
1. Who Else Wants [blank]?
 Who Else Wants More People to Read Their Writing?
 Who Else Wants a Higher Paying Job?
 Who Else Wants More Fun and Less Stress When on Vacation?
2. The Secret of [blank]
 The Secret of Successful Podcasting
 The Secret of Protecting Your Assets in Litigation
 The Secret of Getting Your Home Loan Approved
3. Here Is a Method That Is Helping [blank] to [blank]
 Here Is a Method That Is Helping Homeowners Save Hundreds
on Insurance
 Here Is a Method That Is Helping Children Learn to Read Sooner
 Here Is a Method That Is Helping Content Marketers Write Better
Titles
4. Little-Known Ways to [blank]
 Little-Known Ways to Save on Your Heating Bill
 Little-Known Ways to Optimize Gmail
 Little-Known Ways to Lose Weight Quickly and Safely
5. Get Rid of [problem] Once and For All
 Get Rid of Your Unproductive Work Habits Once and For All
 Get Rid of That Carpet Stain Once and For All
 Get Rid of That Lame Mullet Hairdo Once and For All
6. Here’s a Quick Way to [solve a problem]
 Here’s a Quick Way to Get Over a Cold
 Here’s a Quick Way to Potty Train Junior
 Here’s a Quick Way to Back Up Your Hard Drive
7. Now You Can Have [something desirable] [great circumstance]
 Now You Can Quit Your Job and Make Even More Money
 Now You Can Meet Smart Singles Online Without Spending a Dime
 Now You Can Own a Cool Mac and Still Run Windows
8. [Do something] like [world-class example]
 Speak Spanish Like a Diplomat
 Party Like Mick Jagger
 Blog Like an A-Lister
9. Have a [or] Build a [blank] You Can Be Proud Of
 Eat a Healthy Diet You Can Be Proud Of
 Have a Smile You Can Be Proud Of
 Build a Professional Network You Can Be Proud Of
10. What Everybody Ought to Know About [blank]
 What Everybody Ought to Know About SEO
 What Everybody Ought to Know About Adjustable-Rate Mortgages
 What Everybody Ought to Know About Writing Great Headlines
 SUCCESSFUL FORMULAS OF SUBJECT LINES FOR
CONTENT PROMOTION EMAILS
1. The New Email
Formula: NEW: [Blog Post Title]
Example: NEW: How Slack Generates 100,000,000 Website Visitors Per
Month
2. The Lessons Email
Formula: [Number] Lessons [I/We] Learned by [Action You Took]
Example: 7 Lessons I Learned Doubling Sumo’s Blog Traffic From
100,000 To 200,000 Visitors In One Month
3. The How They Done It Email
Formula: How [Type Of Person] did [Action They Took]
Example: How 35 influencers grew their sites from 0-10K visitors
4. The Best-Of Email
Formula: The Best Of [Topic]
Example: The best time to send emails
5. The You Vs. The World Email
Formula: How Your [Data Point] compares to everyone else’s
Example: How your email opt-in rate compares to everyone else’s
6. The Here’s Why We Email
Formula: Here’s Why We [Something Remarkable]
Example: Here’s why we just spent $1.5 million
7. The My Big Mistake Email
Formula: My Big [Topic] Mistake
Example: My big email popup mistake
8. The Authority Figure Email
Formula: [Authority’s Name] [Topic + Secret/Tips]
Example: Tony Robbins’ x website visitors p/m traffic strategy
SALES EMAIL SUBJECT LINES
24. The Last Call Email
Formula: Last call: [Name Of Product] closes in [#] hours
Example: Last call: Sumo Pro Account closes in 3 hours
25. The Problem Solver Email
Formula: Fix Your [Problem] Now
Example: Fix Your Email Open Rates Now
26. The Try Out Email
Formula: Try Out [Product] For Yourself
Example: Try out Sumo for yourself
27. The Flash Sale Email
Formula: [Flash Sale] [Name of Product] [Discount]
Example: Flash Sale: Black Rhinos Book 50% Off
28. The Limited-Time Sale Email
Formula: [Time Left]: [What’s on offer] for [Discount]
Example: 48 hours left: 1 year of Beacon Unlimited for free
29. The Quick Announcement Email
Formula: Quick Announcement: [Topic] is here
Example: Quick announcement: The live Shopify case study is here
30. The Call Out Email
Formula: [Audience] [Topic]
Example: Ecommerce owners! Here’s how to grow your ecommerce
business
31. The Social Proof Email
Formula: Proof That [Product] Works
Example: Proof that Sumo’s cart abandonment strategy works
9. The Results Email 32. The Don’t Buy This Email
Formula: How We [Result] In [Timeframe] Formula: Don’t buy [Product Name] until you read this
Example: How we grew a site from 0 to 10k visitors in a month Example: Don’t buy Sumo for your Shopify store until you read this

10. The Urgency Email 33. The Versus Email

Formula: [Action] Now Formula: [Subject] vs [Subject]
Example: Open this right now Example: $$$ vs % off discount

11. The Case Study Email 34. The Death Of Email

Formula: [Case Study] [Result of Case Study] Formula: The Death Of [Topic]
Example: [Case Study] Kickstarter campaign makes $15k in 28 hours Example: The death of Facebook ads

12. The How-To Email 35. The Question Email

Formula: How To [Achieve Desired Result] Formula: How can you [Topic]?
Example: How to get 2,239 email subscribers in 117 days Example: How can you grow your YouTube channel?

13. The School Of Email 36. The “You” Email

Formula: [Celebrity] School Of [Topic] Formula: You, A [Desired Result]?
Example: Tony Robbins School Of Marketing Example: You, an ecommerce all-star?

14. The Do This Email 37. The Imagine Result Email

Formula: Do THIS [Benefit] Formula: Imagine [Desired Result]
Example: Do THIS if you want more website traffic Example: Imagine having a full year of content planned in advance

15. The Branded Newsletter Email 38. The Seasonal Discount Email
Formula: [Name of Newsletter] [Issue #] Formula: Save [Discount] [Items] This [Season]!
Example: The Sumo Email Marketing Newsletter #24 Example: Save 25% on shoes this spring!

16. The Roundup Email 39. The "You Aren’t Using" Email
Formula: [Number] experts [Topic] Formula: The most surprising [Product] features you aren’t using
Example: 10 experts share their one EPIC roundup post Example: The most surprising Sumo features you aren’t using

17. The Avoid These Email 40. The Can’t Be Wrong Email
Formula: Avoid These [Number] [Topic] [Pitfalls/Mistakes] Formula: [Number] People Can’t Be Wrong
Example: Avoid these 10 call-to-action button mistakes Example: 5,000 people can’t be wrong

18. The Three-Pointer Email 41. The Use This Email

Formula: [Topic 1], [Topic 2], and [Main Topic] Formula: Use This [Thing]
Example: UFC, sore thumbs, and power words Example: Use these WordPress plugins
19. The Art Of Email
Formula: The Art Of [Topic]
Example: The art of headline writing

20. The % Rule Email

Formula: The [Percentage] Rule Of [Topic]
Example: The 80% rule of testing a business idea

21. The Most Interesting Email

Formula: The most interesting [Person] in the world
Example: The most interesting ecommerce entrepreneur in the world

22. The Can’t Believe How Much You'll Love This Email
Formula: Can’t believe how much you’ll love this [product]
Example: Can’t believe how much you’ll love this List Builder app

23. The Normally We Email

Formula: Normally We [Do Something]. You Get It [New Way]
Example: Normally we charge $500 for this advice. You get it free in our
new Sumo Marketing Book
 COLD EMAIL SUBJECT LINES FOLLOW-UP EMAIL SUBJECT LINES

42. The I Found You Through Email
Formula: I Found You Through [Contact First Name] [Contact Last
Name]
Example: I Found You Through Mark Zuckerberg
43. The Better Way Email
Formula: A better way to [achieve goal]
Example: A better way to capture email subscribers who buy
44. The Real Reason Email
Formula: The Real Reason [Target Market] [Attracted To Product/Topic]
Example: The real reason Shopify store owners use Sumo
45. The Truth Email
Formula: The Truth About [Topic/Person]
Example: The truth about Sumo.com discount codes
46. The Problem Email
Formula: The Problem With [Insert Problem]
Example: The problem with your Pinterest marketing strategy
60. The We Discussed Email
Formula: Here’s the [topic] we discussed
Example: Here’s the quote we discussed
61. The Thanks For Your Time Email
Formula: [Name], thanks for your time [today, yesterday, last week]
Example: Chris, thanks for your time today
62. The We Still On Email
Formula: We still on for [Date/Time]?
Example: We still on for Tuesday?
63. The Ways To Get Started Email
Formula: [X] Ways to [Experience Growth] with [Product]
Example: 5 Ways to Kill Your Next Workout With Sumo Protein
64. The I Forgot Email
Formula: I forgot to mention [Topic]
Example: I forgot to mention how I get more orders with a GWP
strategy

47. The Specific Event Email 65. The We Haven’t Email

Formula: [Event Name] [Reason for Messaging] Formula: We haven’t [Action]
Example: SumoCon 2020 Tickets Example: We haven’t stopped giving instant discounts

48. The Let Me… Email 66. The Missed You Email
Formula: Let me [action] Formula: Missed you, how’s [Day]?
Example: Let me show you how to get video testimonials from customers Example: Missed you, how’s Thursday?
for $10
67. The To-The-Point Question Email
49. The Right Person Email Formula: What’s your [Question]
Formula: [Name], are you the correct contact? Example: What’s your calendar look like next Wed at 3 pm?
Example: Bob, are you the correct contact?

50. The Can I Help Email 68. The Follow-Up ‘Re:’ Email
Formula: Can I Help with [Topic/Problem]? Formula: Follow Up re: [Topic discussed]
Example: Can I help increase your traffic from affiliates? Example: Follow Up re: Mobile popup strategy

51. The Idea Email 69. The Awesome To Meet You Email
Formula: Idea to help solve [Problem] Formula: Awesome to Meet You at [Event/Place] [Date/Time]
Example: Idea to help get people referring friends to your business Example: Awesome to Meet You at SumoCon Last Week

52. The Meet This New Thing Email 70. The Touching Base Email
Formula: [Name], meet [your new product/feature] Formula: Touching Base Regarding [Topic] [Date/Time]
Example: Dean, meet FAM! Example: Touching Base Regarding Our Pitch Yesterday

53. The Content Share Email 71. The Quick Check-In Email
Formula: [Name], just wanted to share this [content] with you Formula: Checking in on [topic]
Example: Ash, just wanted to share this video on lowering cart abandons Example: Checking in on our one-page business plan
with you
72. The Steve Jobs Email
54. The Your Goal Email Formula: [One more thing] about [topic]
Formula: Will you reach your [Goal] Example: One more thing about our ecommerce strategy
Example: Will you reach your email list growth goal
73. The Something Bad Happened Email
55. The Found You On Email Formula: Hey, I [something bad that gets attention]
Formula: Found you on [network/website] Examples: Hey, I messed up.
Example: Found you on Twitter

56. The Helper Email

Formula: [Topic] got you [emotion]? Can I help?
Example: Increasing your website traffic got you down? Can I help?

57. The Greeting Email

Formula: [Time of day], [Name]
Example: Afternoon, Ash

58. The You Rocks Email

Formula: [Company/name] rocks!
Examples: Sumo’s blog rocks!

59. The Chat Email

Formula: [Name], I’d love to chat about [topic]
Example: Dave, I’d love to chat about ecommerce pricing
 TRANSACTIONAL EMAIL SUBJECT LINES

74. The Welcome Email

Formula: Welcome to [Brand/Name]!
Example: Welcome to Sumo!

75. The Let’s Get Started Email

Formula: Welcome to [Brand/Name] - [Action encouraged]
Example: Welcome to Warby Parker! Try on some glasses now

76. The Thank You Email

Formula: [Business name]: Thank you for being a customer
Example: Dollar Shave Club: Thank you for being a customer

77. The Reminder Email

Formula: [Date/Time] You [Action took]
Example: Last Wednesday You Added Nike Running Shoes to your
basket

78. The Order Email

Formula: Your order of [product name]
Example: Your order of Spiderman 3

79. The Next Steps Email

Formula: Welcome to [product name] - [next steps]
Example: Welcome to Uber - here’s how to take your first ride

80. The Action Required Email

Formula: Action Required: [Task]
Example: Action Required: Confirm Your Email Address
VERBALIZATION
= The art of increasing the impact of a headline by the way in which it is stated
1. Measure the size of the claim:
"20,000 Filter Traps In Viceroy!"
"I Am 61 Pounds Lighter . . ."
'Who Ever Heard Of 17,000 Blooms
From A Single Plant?"
2. Measure the speed of the claim:
"Feel Better Fast!"
"7a7 Two Seconds, Bayer Aspirin Begins to
Dissolve In Your Glass!'"
3. Compare the claim:
"Six Times Whiter Washes!"
"Costs Up To $300 Less Than Many Models
Of The Low-Priced Three!"
4. Metaphorize the claim:
"Banishes Corns!"
"Melts Away Ugly Fat!"
5. Sensitize the claim bv making the prospect
feel, smell, touch, see or hear it:
"Tastes Like You Just Picked It!"
"The Skin You Love To Touch!"
6. Demonstrate the claim bv showing a prime
example:
"Jake Lamotta, 160 Pound Fighter, Fails
To Flatten Mono Paper Cup!"
"At 60 Miles An Hour, The Loudest Noise
In This Rolls Royce Is The Electric Clock!"
7. Dramatize the claim, or its result:
"Here's An Extra 850, Grace—I'm Making Big
Money Now!"
"They Laughed When I Sat Down At
The Piano—But When I Started To Play . . ."
8. State the claim as a paradox:
13. Offer information about how to accomplish
the claim:
"How To Win Friends And Influence
People!"
"Here's What To Do To Get Rid Of
Pimples Fast!"
14. Tie authority into the claim:
"Boss Mechanic Shows How To Avoid
Engine Repair Bills!"
"Here's What Doctors Do When They
Feel Rotten!"
15. Before-and-after the claim:
"Before Coldene A Child Got Over A
Cold After 5 Days Of Aching, Sneezing,
Wheezing, Dripping, Suffering, Coughing,
Crying, Gagging, Spitting."
"With Coldene A Child Gets Over A
Cold In Five Days!"
16. Stress the newness of the claim:
"Announcing! Guided Missile Spark
Plugs!"
"Now! Chrome Plate Without Heat,
Electricity, Machinery!"
17. Stress the exclusivity of the claim:
"Ours Alone! Persian Lamb Originals—$389.40!"
"Only Gleem Has Gl-70 To Keep Teeth
Clean All Day Long With One Brushing!"
18. Turn the claim into a challenge for the reader:
"Which Twin Has The Toni? And Which
Has The $15 Permanent?"
"Does She Or Doesn't She? Hair Coloring
So Natural Only Her Hairdresser
Knows For Sure!"
25. Offer information in the ad itself:
"Why Men Crack . . ."
"What Everybody Ought To Know About
This Stock And Bond Business!"
26. Turn the claim or the need into a case
historv:
"Aunt Meg, Who Never Married . . ."
"Again She Orders—A Chicken Salad,
Please'"
27. Give a name to the problem or need:
"When You're Weary With Day-Time Fatigue,
Take Alka-Seltzer."
28. Warn the reader about possible pitfalls if he
doesn't use the product:
"Don't Invest One Cent Of Your Hardearned
Money Until You Check This Guide!"
29. Emphasize the claim bv its phraseology—bv
breaking it into two sentences, or repeating it, or
a part of it:
"A Man You Can Lean On! That's Kloperman!"
"Nobody But Nobody Undersells Gimbel's!"
30. Show how easv the claim is to accomplish bv
imposing a imiversallv-overcome limitation:
"If You Can Count To Eleven, You Canincrease
Your Speed And Skill At Numbers!"
31. State the difference in the headline:
"The Difference In Premium Gasolines
Is Right In The Additives!"
32. Surprise vour reader into realizing that former
limitations have now been overcome:
"See What Happens When You Crush A
Hartman Dc-8? Nothing!"
"How A Bald-Headed Barber Saved My
Hair!"
"Beat The Races By Picking Losers!"
9. Remove limitations from the claim:
"Shrinks Hemorrhoids Without Surgery!"
"You Breathe No Dusty Odors When
You Do It With Lewyt!"
10. Associate the claim with values or people
with whom the prospect wishes to be identified:
"Mickey Mantle Says: Camels Never
Bother My Throat!"
"9 Out Of 10 Decorators Use Wundaweave Carpets For
Long Life At Low Cost!"
11. Show how much work, in detail, the claim
does:
"Now! Relief From All 5 Acid-Caused
Stomach Troubles—Ik Seconds!"
"Relieves Congestion In All 7 Nasal
Passages Instantly!"
12. State the claim as a question:
"Who Else Wants A Whiter Wash—With
No Hard Work?"
"Could You Use $25 A Week Extra Income?"
19. State the claim as a case-history quotation:
"Look, Mom—No Cavities!"
"Would You Believe It—I Have A Cold!"
20. Condense the claim—interchange your
product and the
product it replaces:
"Now! A Ring And Piston Job In A Tube!"
"Pour Yourself A New Engine!"
21. Symbolize the claim—replace the direct
statement or
measurement of the claim with a parallel reality:
"Starting Next Tuesday, The Atlantic
Ocean Becomes Only One-Fifth As Long!"
22. Connect the mechanism to the claim in the
headline:
"Floats Fat Right Out Of Your Body!"
"Feeds W\Ste Gas Fumes Back Into
Your Engine!"
23. Startle the reader by contradicting the wav he
thinks the
mechanism should work:
"Hit Hell Out Of The Ball With Your
Right Hand,' Says Tommy Armour!"
24. Connect the need and the claim in the
headline:
"There Is Only One Solution To An Advertising
Problem: Find The Man!"
33. Address the people who can't buv vour
product:
"If You've Already Taken Your Vacation,
Don't Read This. It'll Break Your
Heart."
34. Address your prospect directly:
"To The Man Who Will Settle For
Nothing Less Than The Presidency Of His
Firm."
35. Dramatize how hard it was to produce the
claim:
"When Jens Finished Designing This
Candleholder We Had To Invent A Whole
New Kind Of Candle."
36. Accuse the claim of being too good:
"Is It Immoral To Make Money This
Easily?"
37. Challenge the prospects present limiting
beliefs:
"You Are Twice As Smart As You Think."
38. Turn the claim into a question and answer:
"You Don't Know What's Under The
Hood And You Couldn't Care Less As Long
As Your Car Runs Smoothly. Who Should
You See If It Doesn't?... Someone Who
Cares—United Delco."
 Top Subject Line Keywords
According to Alchemy Worx, which analyzed 21 billion emails sent by 2,500 brands, the top five most effective subject line keywords were:
“upgrade” [brackets] (e.g. “[EMAIL “celebrate”
MARKETERS] $95 today, $995 “buy”
“just” tomorrow,” “[In Case You Missed “continues”
“content” It] Our best-performing blog post “bulletin”
of all time,” “[NAME’s Last
“go” Reminder] Up to 90% off our best- “golden”
selling products gone in “iPhone”
“wonderful” 3…2…1…”) “breaking”
“jokes” “order today”
“free delivery” “get your”
“promotional” “what…?”
“available”
“congratulations” “won’t…?”
“new”
“do…?”
“revision” “alert” “can…?”
“forecast” “news” “may…?”
“update” “on orders over”
“snapshot”
“orders over”
“token” “summer” “off selected”
“weekend” “your next order”
“voluntary”
“thank you” “available”
“monthly” “brand new”
“*|*|*|*|” (i.e. a subject line that
“deduction” “latest”
has multiple stories delineated by
pipes. For example, “Headline 1 | “special”
“free” Headline 2 | Headline 3 | Headline “wonderful”
“ICYMI” 4”) “great deals”
“sale starts”
“$ today, $$$ tomorrow” “monthly” “back in stock”
“thanks” “stock”
numbers (e.g. “7-figure plan”,
“212 ideas”, “60 minutes or “*|*|*|” “sale now”
less”) “introducing” “now in”