Wish推出FBS Wish Local项目 线上线下双向助力电商大促
一、害怕错过的心理
一个几乎无法抗拒的心理原则是害怕错过。你可以通过增加稀缺性（有限的可用性）或紧迫性（有限的时间）元素，在主题行中使用这种恐惧。
事实上，主题行中包含了暗示时间敏感的词语，如“紧急”、“中断”、“重要”或“提醒”，被证明可以提高电子邮件的打开率。
以下是使用了害怕错过心理的邮件主题…
1、Warby Parker: “Uh-oh, your prescription is expiring”
2、JetBlue: “You’re missing out on points.”
3、Digital Marketer: “[URGENT] You’ve got ONE DAY to watch this…”
4、Digital Marketer: “Your 7-figure plan goes bye-bye at midnight…”
5、Digital Marketer: “[WEEKEND ONLY] Get this NOW before it’s gone…”
6、Jersey Mike’s Subs: “Mary, Earn double points today only”
7、Guess: “Tonight only: A denim lover’s dream”
以下是使用了好奇心心理的邮件主题…
8、Manicube: “*Don’t Open This Email*”
9、GrubHub: “Last Day To See What This Mystery Email Is All About”
10、Refinery29: “10 bizarre money habits making Millennials richer”
11、Digital Marketer: “Check out my new “man cave” [PICS]”
12、Digital Marketer: “Is this the hottest career in marketing?”
13、Thrillist: “What They Eat In Prison”
14、Eat This Not That: “9 Disgusting Facts about Thanksgiving”
15、Chubbies: “Hologram Shorts?!”
16、The Hustle: “A faster donkey”
17、Mary Fernandez: “? a surprise gift for you! {unwrap}”
如果你的邮件主题能让你的邮件订阅者发笑，那么他们会很乐意的打开它。
幽默需要更多的思考和创造力，但它确实可以给你带来更高的打开率。
以下是一些有趣的邮件主题…
18、Eater Boston: “Where to Drink Beer Right Now” (Sent at 6:45am on a Wednesday.)
19、OpenTable: “Licking your phone never tasted so good”
20、Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
21、The Muse: “We Like Being Used”
22、Warby Parker: “Pairs nicely with spreadsheets”
23、UncommonGoods: “As You Wish” (A reference to the movie The Princess Bride.)
24、Travelocity: “Need a day at the beach? Just scratch n’ sniff your way to paradise…”
25、TicTail: “Boom shakalak! Let’s get started.”
26、Thrillist: “Try To Avoid These 27 People On New Year’s Eve”
27、Baby Bump: “Yes, I’m Pregnant. You Can Stop Staring At My Belly Now.”
28、Gozengo: “NEW! Vacation on Mars”
29、The Hustle: “Look what you did, you little jerk…” (This one’s a reference to the movie Home Alone. We hope.)
每个人都有点虚荣心。人们喜欢被别人喜欢、接受甚至崇敬。这只是做人的一部分。
这就是为什么一些最聪明的邮件主题用虚荣来让你打开邮件。要做到这一点，你可以承诺让订阅者在他们的同龄人面前看起来更好的东西，或者唤起对被羞辱的恐惧。
这里有一些很好的例子，巧妙的利用虚荣心的主题…
30、Guess: “Don’t wear last year’s styles.”
31、Fabletics: “Your Butt Will Look Great in These Workout Pants”
32、Jeremy Gitomer: “How Have You Progressed Since the Third Grade?”
33、Rapha: “Gift inspiration for the discerning cyclist”
34、La Mer: “Age-defying beauty tricks”
35、Pop Physique: “Get Ready. Keep the Pie Off Your Thighs Returns.”
36、Rapha: “As worn in the World Tour”
37、Sephora: “Products the celebs are wearing”
你可能不认为自己是一个“贪婪”的人，但你很难放弃很多…即使你现在并不真正需要这个东西。这就是为什么销售、折扣和特价的邮件主题行之有效有效的原因。
然而，在提供真正的大折扣时要小心——百分比越高，对你的邮件打开率越不利（也许是因为消费者不相信大折扣是真的）。
这里有一些很好的例子，巧妙的利用贪婪心理的主题…
38、Topshop: “Meet your new jeans”
39、Topshop: “Get a head start on summer”
40、HP: “Flash. Sale. Alert.”
41、HP: “New must-haves for your office”
42、Seafolly: “A new product you won’t pass on”
43、Guess: “25% off your favorites”
44、Rip Curl: “Two for two”
45、La Mer: “A little luxury at a great price”
46、Rapha: “Complimentary gift wrap on all purchases”
47、The Black Tux: “Get priority access.”
所有人的另一个共同特点是懒惰，或是逃避工作的倾向。即使是不喜欢偷懒的人，也宁愿选择一颗银弹，而不是漫长而艰难的路线。
您可以通过提供快捷方式或节省大量时间和精力的有用资源，为订户提供一种更轻松的方式来实现其目标。（这些有用的电子邮件也非常适合培养潜在客户！）
这里有一些很好的例子，巧妙的利用人的懒惰心理的主题…
48、Syed from OptinMonster: “✔ 63-Point Checklist for Creating the Ultimate Optin Form”
49、Syed from OptinMonster: “Grow your email list 10X ⚡ faster with these 30 content upgrade ideas”
50、Ramit Sethi: “How to email a busy person (including a word-for-word script)”
51、Digital Marketer: “Steal these email templates…”
52、Digital Marketer: “A Native Ad in 60 Minutes or Less”
53、Digital Marketer: “212 blog post ideas”
如果你真的了解你的买家，你应该知道他们最大的痛苦点。利用这些痛点，让邮件订阅者通过为他们解决这个问题来打开你的电子邮件。
下面是一些为消费者痛点提供解决方案的电子邮件主题…
54、Pizza Hut: “Feed your guests without breaking the bank”
55、IKEA: “Where do all these toys go?”
56、IKEA: “Get more kitchen space with these easy fixes”
57、HP: “Stop wasting money on ink”
58、Sephora: “Your beauty issues, solved”
59、Uber: “Since we can’t all win the lottery…”
60、Thrillist: “How to Survive Your Next Overnight Flight”
61、Guess: “Wanted: Cute and affordable fashions”
62、Evernote: “Stop wasting time on mindless work”
63、Duolingo: “Learn a language with only 5 minutes per day”
重试目标是当邮件订阅用户未能完成销售漏斗中的某个操作或步骤时（例如，当他们放弃购物车或在免费试用后未能购买时），将向他们发送重定目标电子邮件。这些电子邮件可以让你的订户回到你的销售过程中。
你可以通过克服异议，提供一些让客户交易更愉快的东西，或者提醒他们如果他们不采取行动，就会有不好的事情发生，从而有效地重新定位主题。
下面是一些重拾目标用户的电子邮件主题的优秀示例…
64、Nick Stephenson: “How you can afford Your First 10,000 Readers (closing tonight)”
65、Bonobos: “Hey, forget something? Here’s 20% off.”
66、Target: “The price dropped for something in your cart”
67、Syed from Envira: “Mary, your Envira account is on hold!”
68、Syed from Envira: “I’m deleting your Envira account”
69、Ugmonk: “Offering you my personal email”
70、Animoto: “Did you miss out on some of these new features?”
71、Pinterest: “Good News: Your Pin’s price dropped!”
72、Unroll.Me: “⚠ Unroll.Me has stopped working”
73、Vivino: “We are not gonna Give Up on You!”
包含姓名的个性化电子邮件主题可平均提供邮件打开率10-14%左右。邮件中包含姓名只是一方面，还有很多很好的个性化的方式，如你可以使用随意的语言，分享一些私人的东西。
这里有一些很好的例子，提供了个性化的邮件主题…
74、Guess: “Mary, check out these hand-picked looks”
75、Rent the Runway: “Happy Birthday Mary – Surprise Inside!”
76、Bonnie Fahy: “Mary, do you remember me?”
77、Kimra Luna: “I didn’t see your name in the comments!?”
78、John Lee Dumas: “Are you coming?”
79、UrbanDaddy: “You’ve Changed”
80、Influitive: “So I’ll pick you up at 7?”
81、James Malinchak: “Crazy Invitation, I am Going to Buy You Lunch…”
82、Brooklinen: “Vanilla or Chocolate?”
83、Sam from The Hustle: “I love you”
84、Ryan Levesque: “Seriously, Who DOES This?”
85、Jon Morrow: “Quick favor?”
86、Mary Fernandez: “you free this Thurs at 12PM PST? [guest blogging class]”
87、Mary Fernandez: “? your detailed results…”
88、Syed from OptinMonster: “300% increase in revenue with a single optin + a neat growth trick from my mastermind!”
89、Revolution Tea: “Thanks for helping us”
90、Harry’s: “Two razors for your friends (on us)”
当有疑问不知道该怎么写邮件主题时，让你的主题简单明，直接了当吧。可能与你认为的相反，这些“无聊”的主题实际上可以很好地转换。
这里有一些很好的例子，提供了直截了当的的邮件主题…
91、Al Franken: “Yes, this is a fundraising email”
92、AYR: “Best coat ever”
93、Barack Obama: “Hey”
……这些“无聊”的主题在4000万封电子邮件中表现最为出色，打开率在60%-87%之间…
94、“[Company Name] Sales & Marketing Newsletter”
95、“Eye on the [Company Name] Update (Oct 31 – Nov 4)”
96、“[Company Name] Staff Shirts & Photos”
97、“[Company Name] May 2005 News Bulletin!”
98、“[Company Name] Newsletter – February 2006”
99、“[Company Name] and [Company Name] Invites You!”
100、“Happy Holidays from [Company Name]”
101、“Invitation from [Company Name]”
1、根据Alchemy Worx对2500个品牌发送的210亿封电子邮件的分析，最有效的五个邮件主题包含的关键字是：
“upgrade”
“just”
“content”
“go”
“wonderful”
2、另一项来自Alchemy Worx的研究分析了246亿封电子邮件，打开率高的邮件主题包含的关键词是：
“jokes”
“promotional”
“congratulations”
“revision”
“forecast”
“snapshot”
“token”
“voluntary”
“monthly”
“deduction”
3、根据Digital Marketer对其在2018年发送的1.25亿封电子邮件的分析，一些要尝试的热门邮件主题关键字是：
“free”
“ICYMI”
“$ today, $$$ tomorrow”
numbers (e.g. “7-figure plan”, “212 ideas”, “60 minutes or less”)
[brackets] (e.g. “[EMAIL MARKETERS] $95 today, $995 tomorrow,” “[In Case You Missed It] Our best-performing blog post of all time,” “[NAME’s Last Reminder] Up to 90% off our best-selling products gone in 3…2…1…”
4、Adestra分析了超过22亿封电子邮件，发现了以下热门的邮件主题关键字：
“free delivery”
“available”
“new”
“alert”
“news”
“update”
“summer”
“weekend”
5、在另一项来自Adestra的研究中（该研究调查了超过125K个电子邮件活动），表现最好的邮件主题关键字是：
“thank you”
“*|*|*|*|” (i.e. a subject line that has multiple stories delineated by pipes. For example, “Headline 1 | Headline 2 | Headline 3 | Headline 4”)
“monthly”
“thanks”
“*|*|*|”
“bulletin”
“golden”
“iPhone”
“breaking”
“order today
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