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Increase your open rates with a converting subject line

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By Patrick Schokker

Psychology and marketing belong together. As a marketer, you are actually constantly working to influence the perceptions and behavior of your target audience. Psychology is indispensable here: the why behind the way your target group thinks and acts. In email marketing, this already starts in the subject line of the email. This line should trigger the recipient to open the email. Using the 6 principles of influencing, we share how to increase your open rates with a converting subject line.

Psychology in email marketing

There is a lot of research on consumer psychology. Dr. Robert Cialdini released the book "Influeunce: The Psychology of Persuasion. In it, he explains the 6 principles of persuasion:

  • Reciprocity
  • Consistency
  • Social proof
  • Sympathy
  • Authority
  • Scarcity

You can use these six principles to come up with good subject lines for your email campaigns. Subject lines that actually convert. 

Robert cialdini

Cialdini's 6 principles:

1. Reciprocity

This boils down to the "give and take" principle. When you give something to a person, that person feels inclined to do something in return. You can put this to good use in the subject line of your e-mail. For example, offer a discount or give something away for free. In this matter, you give something "away" and the reader will be willing to do something in return, for example leave his/her contact information in a form. 

Consider:

  • Hey loyal customer, we have a special discount for you
  • You have a new bonus voucher!
  • We are giving away a free demo

2. Consistency

People are more likely to make a commitment again if they have done so before. They like to be consistent in what they have done or said before. Does your business depend on repeat purchases? If so, consistent marketing is important. 

  • Your marketing automation license is about to expire, renew at the click of a button!
  • We give a free seminar, will you be there again this time?

3. Social proof

Social proof works very well when you want to convince people. People place a lot of value on other people's experiences. After all, if they all do it, it must be good....

You can certainly use social proof in the subject line of your email: 

  • The top 10 largest training agencies are already using X, so are you!
  • Marketing automation saves 20 hours of time per week at X.

4. Sympathy

People are more likely to agree with individuals or companies they like. Think: a good friend, an influencer or a friendly salesperson. According to Cialdini, other factors come into play when it comes to likability:

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Psychological attractiveness:
Research shows that we assign favorable traits to individuals we find handsome.

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Similarity:
We are more sympathetic to people who are similar to us or have the same kind of personality or interests.

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Compliments:
We are sensitive to compliments, even when the compliments are not true. For people who give compliments, we are more sympathetic.

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Collaboration:
We have sympathy for people working toward a mutually beneficial goal.

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Association:
We like things more that we can associate with the people we like.

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cialdini principle liking

Sympathy can also be applied in the subject line of your mailing. Try to speak the same language as your target audience. 

Some examples:

  • Quickly applicable marketing tips for professionals like you!
  • Patrick, you are going to love this marketing automation feature!
  • Upgrade your Sales with us thanks to the Sales Optimizer!

5. Authority

Profiling your company as an expert in its field can be good marketing. After all, people believe in the leadership of knowledgeable, credible experts. Of course, you don't become an authority immediately 1,2,3. You can also refer to other (approved) experts in the beginning to build authority. Authority is ultimately about trust. If you come across as credible and an expert, your Open Rate will rise. 

Examples of subject lines that convey authority:

  • 5 marketing automation specialists share the features that changed their marketing
  • 10 quick tips from our marketing automation specialists

6. Scarcity

People are sensitive to the idea of having or experiencing something unique. Through scarcity, you create FOMO (Fear Of Missing Out). It can be physical scarcity, such as inventory levels that are scarce. But you can also use time-related scarcity.

Consider, for example:

  • Only 3 days left to register for the webinar
  • Your trial account is about to expire, renew now!

Increase open rates with a converting subject line

Any other tips? 

Any other tips for a converting subject line? Yes definitely...

At least now you know which principles can influence the behavior of your target audience. But there are some other factors that can play into whether someone opens your e-mail or not. 

Short subject lines and arouse curiosity

Many companies use long subject lines when they mail. It may pay to use a short and concise subject line. You will then stand out more among the long subject lines. Creating curiosity also works well.

  • Try for free now!
  • Take action!
  • 3 tips for increased sales...

Lists work well

Lists work well in blogs and e-books, as well as in subject lines. 

Questions excite the reader

When you ask questions, the reader is stimulated to think. This will make the recipient want to open the email to find out the answer. 

Need help with a converting subject line? 

Our marketing automation specialists are happy to help you set up email campaigns with converting subject lines.

Get in touch!

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Patrick Schokker
Patrick Schokker

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