In cold outreach, where you're contacting people unfamiliar with your brand, the importance of making a strong impression becomes more significant.
After all, 64% of recipients choose to open or delete emails based on the subject line alone. That's why it's crucial to be careful.
So, let’s dive in!
Quick Overview
9 Do’s of B2B Cold Email Subject Line
Here, we discuss common pitfalls to avoid when writing subject lines, ensuring your emails remain professional and well-received.
1. Address a Pain Point
- Increasing website traffic
- Increasing sales
- Improving marketing
- Increasing team productivity
- Managing customer relationship
- Reducing costs
When your subject line addresses a pain point, it grabs their attention. Because it speaks directly to their current situation and instantly establishes relevance. Plus, it shows that you understand their industry struggles and might have a solution.
Some examples of subject lines that address pain points:
- Is Your Sales Team Closing Enough Deals?
- Wasted Marketing Spend? Optimize Easily
- 72% Miss Sales Goals. Don't Be One.
- Struggling with Lead Gen? We Can Help.
- Cart Abandonment Killing Sales? Fix It Now
- Looking to Automate Repetitive Tasks?
- Are You Missing Sales Targets? Let's Talk.
2. Highlight Value
Business decision-makers are flooded with emails daily. So, they need compelling reasons to choose to open yours. They prioritize emails that directly address their needs and save them time.
When your subject line promises a value proposition or a clear benefit recipients can achieve by using your product or service, it stands out from the competition.
It shows that your email offers something relevant and potentially valuable to their business operations. It focuses on functionalities and demonstrates how you address audience needs.
Some examples of subject lines that highlight value:
- Cut Manual Work by 30% with AI Solutions
- Save [Number] hours every week with [Product/Service]
- Achieve 2x Sales Targets with Lead Scoring
- Resolve Customer Issues 2x Faster with [Software/Tool]
3. Spark Curiosity
Unlike B2C marketing, where you target individual wants, B2B focuses on solving business problems. Curiosity piques interest and makes recipients pause to see what you have to offer.
‘‘Could this be relevant to my business challenges?’’
Or, you can spark curiosity with targeted questions. According to Yesware, subject lines that are questions get a 10% higher open rate than the average email open rate.
Some examples of subject lines that spark curiosity:
- Are You Making These Costly PPC Mistakes?
- Is Your Marketing Strategy Stuck in 2023?
- Before You Run Another Ad, Check This.
- One Simple Change to Boost Customer Retention Rate
- What if You Could Automate 80% of Your Marketing?
4. Keep it Concise
- Backlinko’s study found that subject lines between 36-50 characters get the best response rate.
- According to UplandSoftware, subject lines less than 49 characters boost opens by 12.5% and clicks by 75%.
The subject lines we used in this article are perfect examples of concise subject lines.
5. Personalize
If your craft subject lines directly address decision makers, their company, their product/service, or something unique to them, it immediately captures their attention.
Because psychologically, it evokes a personal connection and genuine interest. It bridges the gap between sender and receiver, showing that you've taken the time to understand their business.
Some examples of personalized subject lines:
- [Name], Boost Your Marketing ROI with [Solution]
- Drive More Leads for [Company] with Proven Strategies
- [Company]'s Sales Team Needs This Tool, [Name]
- [Name], All-In-One Solution for [Company]'s Growth
6. Use Numbers
Businesses care about results. If you can quantify the impact of your solution, it makes the recipient wonder exactly how this is achieved.
Because people crave clarity, and numbers provide a clear and specific promise or benefit to the reader that your product or service can deliver. Plus, in a crowded inbox, numbers stand out visually.
- Save 10% on Marketing Costs
- Drive 2x Conversions with Targeted Ads
- 5 Tips to Improve Customer Retention
- Save 20 Hours Weekly with Task Manager
7. Use Social Proof
Businesses receive tons of emails claiming to be the best, so they need proof that you're legit.
When your target audience sees that others in their industry have benefited from your solution, it triggers a sense of trust. This validates your claims and positions your offering as a reliable choice in a crowded market.
Social proof sparks their interest and creates a positive association right from the start. It makes them think, ‘‘If others are using it and it works, why not us?’’
Some examples of subject lines that include social proof:
- How [company] increased ROI by 15% with [Solution]
- Join 300+ businesses using our Email Verifier
- See why 200+ marketers trust our Ad Manager
- 150+ businesses boosted productivity with [Product]
8. Use Emojis When Appropriate
According to a study, using emojis in subject lines results in a 56% higher open rate.
In a crowded inbox filled with plain text subject lines, an emoji stands out and grabs the eye.
Some examples of subject lines that incorporate emojis:
- Hit Your Sales Targets 2x Faster 🎯
- 🕒 Save 3x Time with Email Automation
- 📈 Improve Workflow Efficiency by 30%
- 6 Sales Metrics You Need to Know 📊
- 🛠️ 5 Sales Tools to Boost Productivity
- 5 SEO Tactics for 2x Website Traffic 🔍
- 🎨 10 Creative Content Ideas Inside!
- 📞 Handle Queries 2x More Efficiently
9. Use Power Words
Similar to how emojis catch attention in casual communications, power words act as hooks in a professional setting. They can summarize a benefit into a short, impactful statement.
| Proven | Effortless | Best |
|---|---|---|
| Discover | Exclusive | Success |
| Unlock | Results | Easy |
| Bonus | Instantly | Ultimate |
| Powerful | Increase | Effective |
| Fast |
Words like "Proven," "Effortless," and "Best" promise a solution that's reliable, requires minimal effort, and delivers superior results. People naturally want the best for their business, so these words trigger interest in what you have to offer.
Words like "Discover," "Exclusive," and "Unlock" create a sense of urgency and exclusivity. They highlight unique benefits that aren't readily available elsewhere. This motivates recipients to open the email to learn more.
Words like "Fast," and "Effective" point to speed and establish credibility. Businesses appreciate solutions with a proven track record and those that deliver results quickly.
Some examples of subject lines that include power words:
Your text goes here
- Ultimate Lead Scorer: 50% Faster Qualification
- Best Practices for Lead Generation
- Effortless Task Scheduler: Save 30% Time
- Discover Top 5 Sales Tools for Your Team
- Exclusive Offer: 15% Discount for [Company Name]
5 Don’ts of B2B Cold Email Subject Line
Here, we discuss common pitfalls to avoid when writing subject lines, ensuring your emails remain professional and well-received.
1. Don’t Mislead
Your text goes here
2. Don't Exclude Their Perspective
And if it doesn't resonate with them and doesn't speak directly to their needs, they'll ignore it or even delete it faster than you can say "spam."
So, when writing subject lines, put yourself in their shoes. Reflect on your prospect's perspective.
Ultimately, the goal is to make your prospect feel like your email is worth their time—that you understand their challenges and have something valuable to offer.
3. Don’t Use Spammy Words
First off, spammy words can trigger spam filters. These filters use algorithms to detect common spam indicators, including certain words and phrases like,
- Free
- Urgent
- Guaranteed
- Act Now
- Get Rich Quick
- Earn Money
- Make $$$ in X Days
Secondly, a subject line that looks overly salesy can make the recipient assume that your email is just another piece of spam email and delete it without even opening it. This reduces your chances of making a connection with the potential customer.
Some examples of subject lines that include spammy words:
- Make $$$ with Our Secret!
- Act Fast: Automation for Quick Results!
- Unlimited Leads & Sales NOW!
- Free Money-Making Machine!
- Urgent: Sales Growth Guaranteed!
- Turn $1 into $10 Instantly!
- The "Lazy" Way to Business Success!
- Finally! A Business Growth Hack!
4. Don’t Use Excessive Capitalization
Plus, excessive capitalization is a common tactic used by spammers. If your email lands in the spam folder, it’s game over—your recipient will never see it.
Using proper capitalization helps avoid triggering spam filters and ensures your email reaches the intended recipient's inbox.
Some examples of subject lines that use excessive capitalization:
- BOOST YOUR MARKETING STRATEGY WITH OUR TOOL
- DRIVE SALES GROWTH LIKE NEVER BEFORE
- PROVIDE OUTSTANDING CUSTOMER SERVICE TOOL
- AUTOMATE TASKS AND SAVE TIME
5. Don’t Use Excessive Punctuation
A subject line filled with multiple exclamation marks (!!!) or question marks (??) feels too pushy and can make your email appear unprofessional. It can make your company appear desperate rather than presenting a helpful solution.
Plus, subject lines riddled with exclamation points and question marks can trigger spam filters. This can decrease your email's deliverability and send your email straight spam folder, where it'll never be seen.
- Content Not Performing???????? Let's Fix It!!!!!!
- Get 2x More Leads!!!!!
- Limited Time Offer!!!!!!
- 3x Your Social Media Engagement!!!
- Customer Journey Maps Confusing???????? We Simplify!!!!!
Key Takeaways
- Address Pain Points: Grab attention by addressing specific business challenges.
- Highlight Value Propositions: Stand out by promising clear benefits or solutions.
- Spark Curiosity: Use intriguing questions or hints to pique interest.
- Keep it Concise: Opt for short, easily scannable subject lines.
- Personalize: Tailor subject lines using the names of the recipient, company, product, or service, or mentioning something unique to their business.
- Incorporate Numbers: Quantify benefits to demonstrate tangible results.
- Utilize Social Proof: Include testimonials or customer success rate.
- Include Emojis: Add a human touch and visual appeal when appropriate.
- Use Power Words: Include power words to convey benefits effectively.
- Avoid Misleading Claims: Ensure subject lines align with email content to build trust.
- Consider Recipient's Perspective: Craft subject lines that immediately relate to their needs.
- Avoid Spammy Language: Do not use words that trigger spam filters or appear overly promotional.
- Limit Capitalization: Use proper case to avoid sounding aggressive or spam-like.
- Avoid Using Excessive Punctuation: Maintain professionalism by minimizing punctuation marks.
The Next Step
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- Manage all your client data in one central hub: Keep detailed records of interactions and contact information to personalize your outreach effectively.
- Track deals with clear visualizations: Visualize your sales pipeline, track progress, and forecast revenue with intuitive dashboards and reports.
- Create personalized campaigns: Leverage prospect data to craft targeted cold outreach campaigns that resonate with their specific needs and preferences.
- Automate repetitive tasks and free up valuable time: Utilize the automation features that allow you to automate a wide range of tasks like sending follow-up emails, scheduling meetings, and nurturing leads.
- Manage projects and collaborate with your team efficiently: Coordinate tasks, timelines, and resources seamlessly to enhance productivity and project management.
- Manage all your social media channels from one place: Schedule posts, monitor engagement, and analyze performance across multiple social media platforms.
- Deliver exceptional customer service: Access client histories, preferences, and past interactions to provide personalized service and support.
- Store and organize all your media assets in the centralized media library: Access images, videos, and other media assets from a centralized location.
- Craft a stunning website with a user-friendly built-in CMS: Build and manage your website effortlessly with integrated content management tools.
