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Read time: 3 mins
Requirement: Understanding your audience
Insideletters helps you build a 1 person newsletter business. 3X weekly.
I’m building Insideletter in public, and I’ve been using LinkedIn and X for it. Though Insideletter has a separate identity, but my network and my influence will boost the growth of the newsletter and brand.
There are so many people who write a newsletter.
It’s not only you and me. When I say a lot, I really mean it. But how many people actually focus on writing a really good subject line?
80% time should go to your subject line. And rest for the content, because if people don’t open your email there is no role of your body copy.
Let’s start with an activity today, okay?
Go to your Gmail or anything you use, now check the emails you’ve read in the last 7 days and ignored.
What did you notice?
Well, let me tell you, you didn’t open over 60% of the emails because the subject line wasn’t appealing. Right?
Now put yourself in your audience's shoes, if they find your subject line the same, do you think they will bother to open your emails?
Nah!
So we gotta fix that today.
And we’ll do it differently.
Let’s take an example of Alin Dragu. I love how this guy writes his email copy.
So I’ll pick one email subject line and show you why it works. Cool?
(Let’s do this 5 times with 5 different creators)
Well, I am a big advocate of the preheader texts. Nowadays, I see a lot of people totally ignore that
But it is the supporting asset of your subject line, so never sleep on it.
Now look at his subject line.
The subject line is all about curiosity. It comes with a big digit, and the pre-header contains a big name too. So the
So you’ll feel the urge to open the email.
Now up next, let’s take another example and let me show you why it won’t work.
Sara and Ryan are a travel couple, and they write good newsletters.
But look at the subject line, do you find it interesting? No, right?
Because you didn’t feel any emotions, if they had written
6 skills you need to travel the world for free, and the fourth pre-header, no 4, is the hardest to acquire
It would have made sense.
Now next,
Another travel newsletter. Now there are 3 points I’d love to mention
Emoji is good, but not ahead of the texts, it still sometimes works in exceptional cases, but not at this.
Also, as I mentioned a few minutes back, the pre-header texts work a lot to support your subject line. Now, look at this, we can read her email copy in the place of the pre-header, as she didn’t add any pre-header.
Though this email subject line contains relevance.
Join the Insideletter community where I hand hold you to build your 1 person newsletter business.
Now, why don’t I talk about my subject line as well?
This is the subject line from my travel newsletter, which helps people in India to find an offbeat weekend getaway.
Now, see this, why it worked.
Himalaya is a great keyword
As I write only about weekend offbeat locations, the word ‘weekend’ helped me here.
It builds a curiosity factor. And finally, look at the pre-header. I tried to draw their attention again, and that supported the subject line.
Ciler is doing a great job in the newsletter space. But there are 2 things I want to highlight
Camel casing. If someone is using camel casing, that means there is a 99% chance that they are just copying and pasting from AI, which I absolutely don’t like.
Second point, the subject line and preheader aren’t in sync.
I’ve shown you 5 different examples to help you understand how the subject line matters.
Now, if I give you some bookish knowledge, then it would be this:
People open emails because they feel one (or more) of these:
Curiosity: ‘What’s inside?’ (Benefit + Curiosity)
Relevance: ‘This matters to me.’
Urgency: ‘I’ll miss out if I don’t open now.’
Value: ‘This will help me.’
Emotion: ‘This makes me feel something.’
Don’t forget these:
Keep it under 45 characters.
Avoid spammy words like ‘free,’ ‘guaranteed,’ ‘act now,’ ‘make $$$.’
A/B testing is too important
Match your tone to your brand
Now, before I go, I’ve a small gift for you:
10 templates to use for your next newsletters. Enjoy :D
‘The truth about [topic or belief your audience cares about]’
‘[Number] simple ways to improve your [skill or result]’
‘You’re making this [mistake/assumption] about [topic]’
‘The [adjective] reason your [thing] isn’t working’
‘What no one tells you about [topic or process]’
‘I tried [strategy/idea] so you don’t have to’
‘Stop doing this if you want to [achieve desired result]’
‘This one change can transform your [area of focus]’
‘[Question that make your audience curious about topic or pain point]’
‘Before you [take action], read this’
Hope this edition was helpful to you. I genuinely appreciate you being an amazing reader.
Much love 🩵
Anirban ‘helping you write kickass subject lines’ Das.
Do you think this newsletter is helpful for your friends? You can ask them to sign up! It’s always free.
Check out my other newsletters:
Learn about the BTS of my newsletter.
Find the offbeat weekend travel spots in India.
