When it comes to building and growing your online business, few things are as important as email marketing. It’s your direct line to your audience, and the subject line is your first (and sometimes only) chance to grab their attention. But how do you stand out in today’s crowded inboxes? The answer lies in crafting subject lines that spark curiosity, demand attention and compel readers to click.

At Live Your Message, I’ve helped tens of thousands of entrepreneurs grow their businesses online with strategies that work. And today, I’m sharing 8 subject line formulas that have been proven to get your emails opened time and time again. Watch the video or keep reading!

Why Subject Lines Matter More Than Ever

Think of your subject line as the title of a best-selling book. Whether you’re at an airport bookstore or scrolling through an inbox, it’s the first thing that catches your eye. And just like you’d pick up a book based on its title, your subscribers decide to open your emails based on the subject line.

But in a world where inboxes are overflowing with unread messages, a generic or uninspired subject line simply won’t cut it. You need subject lines that stop the scroll and spark enough curiosity for someone to click. Here’s how to make that happen!

The 8 Subject Line Formulas You Need to Know

1. The Question Subject Line

Questions naturally pique curiosity. They encourage your readers to stop and think, and they often feel personal, as if the email was crafted specifically for them.

Examples:

• Are you joining us?
• Did you forget this?
• Want to hit 7-figures? Do this.

Pro Tip: Make the question relevant to your audience’s challenges or aspirations. For example, a yoga instructor might tweak “Want to hit 7 figures?” to “Want to master this pose?”

2. The ‘How To’ Subject Line

A classic for a reason, the ‘How To’ formula works because it promises actionable value. Readers know exactly what they’ll learn, and they’re drawn in by the benefits.

Examples:

• How to get 1,000 new email subscribers in 1 day
• How to start a vegetable garden
• How to make money in an economic slowdown

Pro Tip: Focus on the transformation your audience will achieve, not just the steps they’ll take.

3. The Announcement or Newsy Subject Line

Humans love novelty. Words like “Introducing” or “Breaking” signal fresh, exciting content.

Examples:

• RELEASED TODAY: Online Business Success Roadmap
• Check out this cool new traffic platform!
• 5 NEW Productivity Apps for Your Business

Pro Tip: Pair your announcement with a sense of urgency to boost engagement.

4. The Number Subject Line

Numbers create structure and set clear expectations. Whether you’re listing tips, steps or strategies, they promise value upfront.

Examples:

• 30 ways to build your email list
• The 9 hottest online business markets
• These 3 mistakes are costing you clients…

Pro Tip: Use smaller numbers for quick, actionable steps and larger numbers to showcase extensive value.

5. The Surprise Subject Line

A touch of humor or unexpected phrasing can stop readers in their tracks. Surprise subject lines delight, entertain and intrigue.

Examples:

• A shaman, grain alcohol, and a flea disaster!
• Size does NOT matter: The REAL secret of a great relationship…
• As pointless as a broken pencil? (Or a stroke of genius??)

Pro Tip: Don’t be afraid to get playful or a little controversial.

6. The Personalized Subject Line

Including a subscriber’s name in the subject line makes your email feel personal. It’s a simple yet effective way to build connection and trust.

Examples:

• Marisa, did you get my invite?
• I saw this and thought of you, Marisa
• Last chance, Marisa

Pro Tip: Double-check merge fields to avoid embarrassing mistakes like “Hello <FirstName>!”

7. The Curiosity Gap Subject Line

Tap into the psychological principle of the curiosity gap by hinting at something your audience doesn’t know — but desperately wants to find out.

Examples:

• Well… this experiment failed miserably
• This seemed fishy to me… until I tried it
• Well, that was an unexpected result…

Pro Tip: Give just enough information to intrigue without giving everything away.

8. The Scarcity Subject Line

Scarcity creates urgency. Whether it’s a time-sensitive offer or a limited quantity, FOMO (Fear of Missing Out) can drive action.

Examples:

• Final day to join (product name) until next year
• Workshop starting NOW!
• 1 hour left! Last chance to get this special deal

Pro Tip: Use scarcity sparingly and authentically. False scarcity erodes trust over time.

How to Make These Formulas Your Own

While these subject line formulas are powerful, they’re just the starting point. Tailor them to your audience, tone and message for maximum impact. For example:

• Instead of “Want to hit 7-figures? Do this,” you could write, “Want to finally land your first 10 clients? Do this.”

Ready to Take Your Email Marketing to the Next Level?

Crafting great subject lines is just one piece of the puzzle. At Live Your Message, I specialize in helping people like you build profitable online businesses that align with their unique strengths and values!

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