Survey Email Subject Lines

Did you know that 64% of people make the quick decision to open or delete an email solely based on its subject line? That's right, the few words at the top of your email hold the power to either draw readers in or push them away. That’s a significant number, especially when you're trying to gather data through email surveys.

Survey email subject lines are your first and sometimes only chance to make an impression. The best subject lines for survey emails not only pique curiosity but also boost your survey response rates, drawing recipients in and compelling them to engage.

However, lacklustre subject lines can diminish the chances of your target audience noticing the survey, let alone completing it. Read on to discover what it takes to craft the best survey subject lines that boost open rates.

Understanding your audience

Understanding your target audience ensures the message resonates directly with them. Some of the tips that can help you align your subject lines with your audience's expectations include:

Identifying the target demographic

Start by defining who your survey is for. Are they young tech enthusiasts, busy professionals, or health-conscious individuals?

Gathering demographic data such as age, location, occupation, and interests helps you visualise the recipient. Profiling your demographic ensures that your subject line speaks their language and addresses their specific needs or interests.

Tailoring subject lines to audience preferences

Once you know your audience, tailor your subject lines to their preferences and behaviours. For instance, if your demographic is time-sensitive, a subject line that implies a quick, easy survey might be more appealing. For a tech-savvy crowd, mentioning new technology or innovations in your survey could spark curiosity.

Using language that resonates with your audience

Use language that resonates with your demographic to strike a chord. Avoid jargon unless it's common in their daily lives.

Instead, opt for words and phrases that resonate on a personal level. A straightforward, no-nonsense approach might be best for professionals, while a younger audience might appreciate more casual or playful language.

Key elements of an effective survey email subject line

The right subject line will capture attention and compel the recipient to open your email. Here's a breakdown of key elements that will help you come up with the best survey subject lines:

Clarity and conciseness

The best email subject lines for surveys get straight to the point. Your recipients should understand what the email is about without having to puzzle over vague phrases. For instance, "Share Your Thoughts: 2-Min Survey" tells recipients exactly what you're asking for and how long it will take, setting clear expectations from the outset.

Use of action-oriented language

Incorporating verbs that provoke action can increase your open rates. Using direct calls to action, like "Help us improve!" or "Give your feedback," encourages immediate engagement. This approach highlights the action required and positions the survey as an opportunity for the recipient to contribute actively.

Personalisation techniques

Adding a personal touch to your subject lines can make them more appealing. Personalisation might include the recipient's first name or a reference to their specific interests or past interactions with your brand. For example, "John, we need your expert opinion!" makes the email feel directly tailored and increases the likelihood of a response.

Incorporating urgency or scarcity

Creating a sense of urgency or scarcity compels the survey respondents to act now rather than later. Phrases like "Limited time to voice your opinion!" or "Last chance to enter your feedback!" convey that the opportunity to respond is finite, urging the recipient to act swiftly. See also: the best time to send a survey.

Avoiding spammy words and phrases

Steer clear of terms that might trigger email spam filters or turn off recipients. Avoid overused phrases like "free," "guarantee," or excessive punctuation and capitalisation.

Strategies for crafting compelling subject lines

Let's explore some strategic approaches to ensure your survey's subject line stands out in a crowded inbox:

Asking questions to engage recipients

Questions naturally pique curiosity and can provoke thought, making them effective tools in subject lines for survey emails. When your subject line poses a question relevant to the recipient, it makes them stop and think, increasing the likelihood they'll open the email.

Using numbers and statistics for impact

Incorporating numbers or statistics in your subject line adds a layer of specificity and urgency that can capture attention. A subject line such as "Join 90% of your peers in our industry survey!" leverages data to create a compelling reason for recipients to participate, suggesting that a significant portion of their peers are also engaging.

Creating a sense of curiosity

Crafting a subject line that hints at uncovering something new or intriguing can be very effective. For instance, a subject line like "What could we do better? Tell us and see what’s next!" teases a follow-up action that encourages engagement and curiosity. It makes recipients wonder about their potential impact and the developments their feedback might influence.

Highlighting benefits and incentives

Communicating the 'what’s in it for me?' aspect can increase engagement. If there's a direct benefit or incentive for completing the survey, mention it in the subject line. For example, "Complete our survey and get a 20% discount code!" is a compelling offer that many recipients will find hard to ignore.

Leveraging social proof and credibility

Using social proof in subject lines can enhance credibility and trust, encouraging more recipients to engage with your survey. By showcasing endorsements or achievements, you provide reassurance that others have participated and valued the experience, making the survey invitation more compelling.

Common mistakes to avoid

Here are some pitfalls and how to avoid them to ensure your survey gets the response it deserves:

Overly long subject lines

Long subject lines often get cut off, especially on mobile devices, potentially losing the most important information. A concise subject line is direct and more likely to be read in full.

Ambiguous or misleading wording

Clarity is your best friend when it comes to subject lines. Avoid vague terms that don’t clearly state what the email is about, as this can confuse recipients or come off as clickbait.

Excessive use of capital letters and punctuation

Avoid shouting at your audience. Using ALL CAPS or excessive exclamation points can appear spammy and desperate, which turns recipients off. Instead, opt for natural language and proper casing to emphasise, not overwhelm.

Ignoring the importance of mobile optimisation

With more people checking their email on mobile devices, optimising subject lines for smaller screens is vital. Test how your subject lines display on mobile to ensure they are effective. Keep key information at the beginning to catch attention quickly, even on a small display.

Tools and resources for creating great subject lines

The following tools and resources can help you create and refine your subject lines, ensuring they catch the eye of your recipients:

Subject line testing tools

Subject line testing tools are fantastic resources that analyse your email subject lines to suggest improvements. These tools, such as CoSchedule, Omnisend and Mailmeteor, are like your personal email campaign scientists. They assess elements like length, emotion, grammar, and personalisation—anything that might affect whether someone decides to click on your email.

For example, CoSchedule offers a headline analyser that, once you input your subject line, it immediately returns an overall score based on factors such as length, keywords, and character count. It also provides feedback on word balance, skim-ability, sentiment, and more, helping you tweak your subject line to perfection.

Feedback and insights from survey software

Harnessing feedback and insights from survey software can enhance your subject line strategy. This software doesn’t just collect data; it provides analytics showing how different subject lines perform among various demographics. You can see which phrases and tactics lead to higher open rates and adjust your approach accordingly.

By analysing trends over time, you can identify which types of subject lines generate the most engagement. Many survey platforms also allow you to directly ask recipients why they chose to open an email, providing invaluable first-hand insights that can guide your future campaigns. This feedback loop ensures that every email is an opportunity to refine and perfect your subject lines.

Wrapping up

Nailing the perfect email subject line for your surveys can be the golden ticket to boosting engagement and response rates. A well-crafted subject line is the gateway to your content, determining whether your target audience opens or overlooks your survey email. So, take these insights, spin them into your campaign, and watch as your survey open rates soar—it's all in the magic of the subject line!

Key takeaways

1. Importance of subject lines:

• 64% of people decide to open or delete an email based on its subject line
• Effective subject lines are crucial for drawing readers in and boosting survey response rates

2. Understanding your audience:

• Identify the target demographic to ensure the message resonates
• Tailor subject lines to audience preferences and behaviours
• Use language that strikes a chord with the audience, avoiding jargon unless common in their daily lives

3. Key elements of an effective survey email subject line:

• Clarity and conciseness: Clear and to the point, e.g., "Share Your Thoughts: 2-Min Survey"
• Action-oriented language: Use verbs that provoke action, e.g., "Help us improve!" or "Give your feedback"
• Personalisation: Include the recipient's first name or specific interests, e.g., "John, we need your expert opinion!"
• Urgency or scarcity: Create a sense of urgency, e.g., "Limited time to voice your opinion!"
• Avoid spammy words and phrases: Steer clear of terms like "free" or excessive punctuation

4. Strategies for crafting compelling subject lines:

• Ask questions to engage recipients: Piques curiosity and provokes thought
• Use numbers and statistics: Adds specificity and urgency, e.g., "Join 90% of your peers in our industry survey!"
• Create a sense of curiosity: Hint at uncovering something new or intriguing
• Highlight benefits and incentives: Mention direct benefits or incentives, e.g., "Complete our survey and get a 20% discount code!"
• Leverage social proof and credibility: Showcase endorsements or achievements to enhance trust

5. Common mistakes to avoid:

• Overly long subject lines: Keep them concise to avoid being cut off, especially on mobile devices
• Ambiguous or misleading wording: Clarity is key to prevent confusion and avoid clickbait
• Excessive capital letters and punctuation: Avoid using ALL CAPS or excessive exclamation points
• Ignoring mobile optimisation: Ensure subject lines are effective on smaller screens

6. General advice:

• Crafting the perfect email subject line can significantly boost engagement and response rates
• Each strategy, from understanding the audience to using testing tools, plays a crucial role in creating standout subject lines
• A well-crafted subject line is the gateway to your content, determining whether the target audience opens the survey email

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Author's note: this blog was originally published September 2021 and updated July 2024