Email Subject Lines and the Brain

Justin Williams

The inbox is a crowded place. Your message is competing along with hundreds of others that are from people who are likely more important to the recipient than your brand. How can you break through the arena of the inbox and stand out? Use your brain, or more accurately, use your recipient's brain.

The human brain is an interesting machine, filled with paradoxical mechanisms. It's so interesting that for almost 150 years many scholars have made it their primary focus. Years of study have revealed that the human brain behaves in certain predictable ways. These cognitive biases (i.e., a brain's bias, or preference, for one option over another) give us insight into how we as marketers can rise above the noise and truly reach our recipients.
Simply put, the objective of a subject line is twofold: ...

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