Email is one of the best ways to connect with prospects. Some research shows that 80% of buyers prefer that sales reps email them rather than call. For your sales emails to get opened, though, you first need the right subject line.

John Barrows, the CEO of SellBetter by JB Sales, says whether you’re cold emailing someone or following up with a lead, your subject line must be both timely and attention-grabbing. It should also be positive, focusing on the opportunity and value the prospect will find in your email.

Wondering how to capture attention and get prospects to click? Read on. In this issue of PromoPro Daily, we outline Barrows’ tips for the best email subject lines for sales.

Company name + prospect name. An email that feels like it’s for the masses is one that will likely get deleted. That’s what makes this subject line so appealing – it indicates that it’s meant specifically for the recipient.

Goal or problem. According to Barrows, it’s a good idea to highlight an issue you want to solve for your prospect. This shows you’re attuned to their needs and gives them a preview of what they’ll find inside the email. Barrows says an example subject line might be, “Motivating your sales team.”

Shared interest or connection. This subject line could also mention a familiar issue or problem for the prospect or a new strategy. Barrows says it’s effective because it shows you understand the problems the client is facing while offering a next step. An example, he says, could be, “ChatGPT, lost productivity, writing sales emails.”

Mutual connection or referral recommended I reach out. If you have a legitimate shared contact, don’t be afraid to mention this person. A familiar name in the subject line can help build credibility and trust

One word. Just use a single word as your subject line. Whether you go with “Update,” “Thanks” or “Thoughts?” Barrows says it’s intriguing enough to capture attention in a sea of longer subject lines.

“Will you be my plus one?” This is a simple subject line that, according to Barrows, asks the prospects to come on a journey with you and makes them feel included.

X things smart [prospect’s role]s do. Great email subject lines grab attention. This one entices prospects to click because everyone wants to be excellent at what they do. Barrows recommends paying off the promise in the body of the email by outlining specific actions the reader should take.

“Can I help?” You’re the promo expert, and this email subject line lets prospects know you’re in their corner and interested in helping them achieve their goals. Barrows points out that 87% of business buyers expect sales reps to act as trusted advisors.

“Looking for input.” Barrows says asking for feedback lets your prospect know you want to listen, which can help build trust. However, only use this subject line if you sincerely want to hear input.

Email is an effective and profitable way to communicate with prospects. The key is getting people to open your emails by using compelling, conversational subject lines. Use the subject lines above as a formula when crafting sales emails.

Compiled by Audrey Sellers 

Source: John Barrows is the CEO of SellBetter by JB Sales. He co-authored I Want to Be in Sales When I Grow Up 
with his daughter, Charlotte.