Market in Motion Blog


6 Tips for Writing Click-Worthy Email Subject Lines

Email Marketing 0 Comments

shutterstock_409462606The average business professional receives nearly 125 emails every day. As you can imagine, around 80% to 90% of those are deleted immediately. Along with the email sender, the subject line plays a huge role in whether or not your email is opened or deleted. The only way your emails can survive a mass exodus is by crafting engaging, relevant, and click-encouraging subject lines.

Here’s how financial advisors and insurance agents can write better email subject lines and improve their email marketing ROI.

1. Keep It Short

While a desktop inbox shows around 60 characters of an email subject line, a mobile device only shows between 25 and 30. When around 50% of people check their email on mobile devices, you want your emails to be mobile-optimized. Keep your subject lines short and sweet. If you really feel the need to make it longer, include the most important information at the beginning to avoid it being cut off.

2. Don’t Be Obnoxious

Pranks are for middle school and no one enjoys being tricked into reading or opening something. Also known as clickbait, avoid subject lines like “You won’t believe this,” or “Make $1 million right now.” It sounds like spam and most recipients will immediately trash the email. And while we’re talking about obnoxious email practices, don’t put words in all caps or use excessive exclamation points and question marks.

3. Write Like a Human, Not a Bot

When you meet with a prospect, do you ever scream, “free consultation! Request Now!” Probably not. If you wouldn’t say it in conversation with someone, don’t write it in an email. You want to come across as professional and thoughtful. A few alternatives that are more engaging and click-worthy:

  • When’s the last time you reviewed your investments?
  • Is it time to review your financial strategies?
  • Improve your financial confidence with a complimentary consultation

4. Add a Deadline if There Is One

Hosting an event? Create a greater sense of urgency by including a timeframe. Instead of “Register for our Annual Financial Markets Review Bruncheon,” consider something along the lines of, “Limited Space Available for our Upcoming Event – Reply Soon.”

5. Tell, Don’t Sell

The pros at MailChimp say it best: “When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.” Your email isn’t an advertisement; it’s an informative piece of content. Treat it like one. The point of a subject line is to quickly highlight what your email contains. Set your readers’ expectations and clearly explain what your email is all about.

6. Make an Offer They Can’t Refuse

Let’s face it. Everyone wants and expects something from you when you send an email. This doesn’t have to be something tangible, such as an event invite or complimentary service. It could be information, such as an article, video, blog post, or whitepaper. If you’re sending a monthly email campaign with educational content, mention that value in the subject line. You can do this two ways. First, you can make a statement or ask a question about the topic you’re covering, such as “Is It Time to Retire the 4% Rule?” Second, you can specifically mention what you’re providing, such as “Discover the 4% Rule Myth in My Free Whitepaper.”

Remember: if there’s one thing you take away from this it’s that there is no one hard and fast rule. While these tips have proven successful, there will always be some variation depending on your audience and contact list. Don’t stick to one method just because you read about it. Take chances, try new techniques, and discover what works best for you.

Related Content

Back to blog list


Join Discussion

Still Have Questions?

You've Been April Fooled!

While we can't help you with your wardrobe (sorry), we can help you become an amazing marketer. Click below to check out some of our latest resources. And thanks for playing!

Make Me a Great Marketer

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
Phone *
Scan Now

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."

View Complete Sample

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."

View Complete Sample

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."

View Complete Sample
FMG Suite