How to Write Subject Lines That Get Your E-Mail Opened and Read

When prospects get your e-mail marketing message, they make a quick decision, usually in a couple of
seconds, to open or delete it based largely on the subject line. But given the glut of promotional e-mail
today, how can you convince a busy prospect—in just a few words—that your message is worthy of attention?

The “4 U’s” copywriting formula—which stands for urgent, unique, ultra-specific, and useful—can help. Originally developed by my colleague Michael Masterson for writing more powerful headlines, the 4 U’s formula works especially well with e-mail subject lines. I’ll share it with you now.

According to this formula, strong subject lines are:

Urgent

Urgency gives the reader a reason to act now instead of later. You can create a sense of urgency in your subject line by incorporating a time element. For instance, “Make $100,000 working from home this year” has a greater sense of urgency than “Make $100,000 working from home.” A sense of urgency can also be created with a time-limited special offer, such as a discount or premium if you order by a certain date.