Best Email Subject Lines of the Week

#fastlain feature: “Flop or Fly.”

I get a lot of email. (100+ a day!)

I delete most of it, but a few grab me. Every week I will be announcing 5 winning and losing email subject lines, and why they worked or flopped. Stay tuned to soon start to seeing a pattern — and to review your own subject lines with a more critical eye.

#1: “Writers hate this part”

From: Jeff Goins

Why it works: Jeff knows his audience comprises writers and wannabe writers, so this works on two levels. First, writers immediately perk up their ears. And second, those who are wannabe writers want to know what the real writers are up to. Jeff calls out something we care about (the part “we” hate) and also incites curiosity by not telling us what “this part” is. Well done!

How you can use this: Make your readers feel like part of the in crowd by identifying them as something they aspire to be.

#2: “Own the Room at Your Next Networking Event – RSVP to Learn How”

From: CreativeLive

Why it works: Total value-driven headline. We know what they’re offering, they personalized it (“YOUR” next event), and they give a clear CTA (RSVP).

How you can use this: Be super-clear on what you offer, who it’s for, and what your reader can do to claim it.

#3: “Don’t panic if you’re not one of the “cool kids” (yet)”

From: Tara Gentile

Why it works: Like Jeff, Tara also appeals to those who want to be part of the “in crowd.” She hits some emotional buttons (both “panic” and “cool kids” touch on that high school angst!) and she promises transformation as well.

How you can use this: This headline is deceptively simple. There’s a lot going on, and I’m pretty sure it took a while to create. Spend extra time refining your subject lines to see if you can increase emotion, add extra triggers, and make it more compelling.

#4: “Hard Work + Loyalty ≠ Career Advancement (Here’s Why)”

From: Career Attraction

Why it works: This subject line plays off common wisdom that loyalty and hard work lead to a desired result. It also promises to explain why that isn’t true.

How can you use this: Offer a pattern interrupt by showing why something people believed is not true — then tell them why.

#5: “You have 16 hours only. No sleeps

From: RueLaLa

Why it works: I love RLL’s tongue-in-cheek subject lines. They’re sassy and current without making old fogies (like me!) feel left out. The feel of urgency was clear with this subject line, yet it was still playful.

How you can use this: Think of a fun way to convey your message. Play with it. Don’t take it so seriously!

Now, the flops:

#1: “SDCC Revel Preview: The Devil of Hell’s Office”

From: Lootcrate

Why it flops: Ummm… what?

How you can avoid this: Be clear. Please?!

My rewrite: I don’t know. I googled “SDCC Revel” and couldn’t even find anything to explain what this was. Typo? Not sure! I did find out that SDCC is “San Diego ComiCon.” As for Devil of Hell’s Office? No clue. 

#2: “Concord & 9th Masterclass is ON!”

From: Crafting Site

Why it flops: Because I used to be in the crafting industry, I knew that the Concord & 9th referred to a rubber stamp manufacturer. But if I were new to this list or to the community, I wouldn’t have the first clue what this was about. Nothing about it makes me interested or curious.

How you can avoid this: Don’t use insider language. Take a “beginner’s mind” approach to writing; if a newbie wouldn’t understand it, use something else. And don’t forget to convey VALUE.

My rewrite: “Learn 5 new stamping techniques in one hour – TODAY.”

#3: “The Process: Step #4”

From: an Online Marketer

Why it flops: I didn’t read (or see) steps 1-3 so this just made me go, “Hunh?!” The funny thing: “The Process” is all about effective email communication! Der.

How you can avoid this: Give context. Don’t assume people read (or even get) your first emails in a series.

My rewrite: “Give Subscribers EXACTLY What They Want (Step 4 in the ASK Method) ” 

#4: “Abundance NOW LIVE Is in Less Than A Week!”

From: An Online Marketer

Why it flops: This is the epitome of a lazy headline. A little rewriting would make it crystal clear. Instead it sends my mind in about five directions at once. Is the event Abundance “now live?” (as opposed to previously being not-live?). Or is the event called “Abundance Now Live?” Or is it “live” as in “liiiiiivvvvv” and not “lyyyyyyv?” I had to think to much!

How you can avoid this: Don’t make readers think. Remove ANYTHING that can cause confusion. Your subject lines, in general, should be scannable.

My rewrite: “Less than 7 days to “Abundance Now” LIVE!”

#5: “20 Tweetable Quotes to Inspire Creative Genius [SlideShare]”

From: Anonymous

Why it flops: Ayiyiyi. Another hot mess. Do I care that these quotes are “tweetable?” Why is the suffix [SlideShare] even included? And will reading the quotes, or sharing them, make me a genius?

How you can avoid this: Get your value statement down before you write a single word.

My rewrite: “20 Creative Quotes You Can’t Help But Share”

The upshot: Don’t be lazy. Clear, simple writing takes work!

Got your own submissions? List them in the comments below!

Defining Your Unique Value in a Niche Market

If you’re in a market that seems to be price-driven, it can seem tough (if not impossible) to stand out from the crowd.

But it’s NOT.

The first step is for YOU to treat yourself as unique. If you act like a commodity, your audience will see you as one.

So, here’s what to do: You figure out what makes you different and valuable to your market. And then you play that up to the point they can’t HELP but see you as the answer to their prayers.

Take petsitting: You might think people are just looking for someone to feed Fluffy or Rover… but nothing could be further than the truth! You could specialize in large dogs, small and active dogs, dogs with special health needs, older dogs… last-minute requests, long-term requests, short visits… iguana-sitting, bird-sitting, rodent-sitting…

Want a step-by-step breakdown of this process? Then listen to this interview with Bella Vasta, my soul sister, on her JUMP! Consulting podcast. You’ll love it!

And then you can download your free messaging worksheet.

Episode 56: Defining Your Brand With Lain Ehmann

Best Email Subject Lines of the Week

#fastlain feature: “Flop or Fly.”

I get a lot of email. (100+ a day!)

I delete most of it, but a few grab me. Every week I will be announcing 5 winning and losing email subject lines, and why they worked or flopped. Stay tuned to soon start to seeing a pattern — and to review your own subject lines with a more critical eye.

#1: “Learn How to Drive Conversions Using Sniply”


Why it works: Simple. Direct. Value-driven. What’s not to love?

How you can use this: Start with a clear value statement. Sometimes that’s all you need for a great subject line.

#2: “This is why I got sent to the principal’s office every week”

From: Nagina at

Why it works: Why WOULDN’T you open this? Personal story + intrigue = CLICK.

How you can use this: Got a great story to share? Give a hint and then DELIVER. (Remember, though, that it should tie into your overall message and provide value to your reader.)

#3: “Fail Your Way To The Top!”

From: Buck Books

Why it works: I love the counter-intuitive value provided here.

How you can use this: Turn common advice on its head.

#4: “Your audience is not your ATM”

From: Melanie Duncan

Why it works: Melanie’s bold statement also ties into a common annoyance — treating your email list or your market as your “money tree.” So I was glad to see her address this!

How can you use this: Take a position! Be bold! And protect your people. 🙂

#5: “This 26-Year Old Spends Her Days Inventing New Candy Flavors”

From: Fast Company

Why it works: So many good things going on. “This 26-year-old is compelling;” we want to know WHICH one. This works so much better than simply using her name. And inventing candy flavors? Fun, entertaining, and unusual.

How you can use this: Think about leaving out key pieces of info to up the curiosity quotient.

Now, the flops:

#1: “Baratunde Thurston published in Noteworthy by Medium Staff”


Why it flops: It has no interest and makes no sense to me.

How you can avoid this: Give people a reason to care.

My rewrite: “He’s got something to say — and you should listen”

#2: “Announcement: You’re eligible for a chance to earn ink rewards”


Why it flops: Duh, of course it’s an announcement. And making a big deal about a program I’ve participated in for years is just silly. It’s not news.

How you can avoid this: Don’t email unless you have something interesting, new, or different to share. Otherwise, why bother?

My rewrite: “Earn 2x Points on Ink This Week ONLY”

#3: “5 Things No One Tells You About IVF”

From: a parenting site

Why it flops: This is like a negative-10 on the relevance scale.

How you can avoid this: Again, make me care! Give a hint as to what the “secret” is so even someone who’s not in the IVF market would be interested.

My rewrite: “IVF made me a blonde” 

#4: “Do you use [insert specific software program]?”

From: online marketer

Why it flops: I don’t use that specific software, so I deleted.

How you can avoid this: Don’t ask a question people can answer with a “no.”

My rewrite: “[Software Program] Can Save You 10 Hours a Week — Why Aren’t You Using It?”

#5: “The Millionaire Mindset”

From: an Internet Marketer

Why it flops: Trite. Vague. Could come from ANYONE.

How you can avoid this: Write a subject line only YOU can write.

My rewrite: “How One Simple Change in Thinking Generated Seven Figures in One Year”

The upshot: If you don’t have something interesting to say, don’t email!

Got your own submissions? List them in the comments below!