Another top tip: try including words that imply time is of the essence, e.g.: urgent, breaking, important, alert etc. A: Don’t open this email B: Following up Creating intrigue is a sure-fire way to increase your open rates and get your prospect reading. Subject line A creates an aura of mystery; your reader will be curious as to why they shouldn’t open the email. Then, they’ll do just that! Another subject line to take inspiration from is: A: Cognism sent you a friend request Not only does it create intrigue, but it resulted in a 32% open rate for us. Sometimes creating familiarity is all you need to get someone to open your email. Subject line A catches you off guard because it’s not an email from Facebook, but the subject line convinces you that it could be. Cognism Top Tip: Struggling to craft a compelling email? Think about the best email you ever received. What made it stick in your mind and why did you enjoy it? Now take inspiration from that and roll with it! Save your favourite external marketing emails in a separate folder in your inbox. Then, return to them whenever you’re at a loss for words. The ANYTHING BUT BASIC guide to email marketing / 17