Subject Line: The Ultimate Email

THE ULTIMATE EMAIL
SUBJECT LINE
SWIPE FILE
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CONTENTS
8 ELEMENTS 04
2018 07
Top 10 Subject Lines 08
91 More Subject Lines 13
2017 17
2016 26
2015 35
2014 44
2013 53
EXTRA RESOURCES 62
2018: Top-Notch Subject Lines 63
2016: 5 Free Tools 67
2015: Should You Test That? 70
2014: 10 Worst Subject Lines of 2014 74
Table of Contents | 3
HERE ARE THE TOP
8 ELEMENTS YOU’LL
FIND IN HIGH-OPENING
SUBJECT LINES:
1 SELF-INTEREST
These are your bread and butter subject lines—you should be using them
most frequently.
They are usually direct and speak to a specific benefit your audience will
gain by opening the email.
Self-interest subject lines also help pre-qualify openers by giving them a

clue about your email’s body content.
2 CURIOSITY
If self-interest subject lines work because they
communicate a direct benefit of opening the
email, curiosity-based ones succeed for the exact
“THEY PIQUE
opposite reason. THE INTEREST
OF SUBSCRIBERS
They pique the interest of subscribers without WITHOUT GIVING
giving away too much information, leading to AWAY TOO MUCH
higher opens. INFORMATION,
LEADING TO
Be careful though, because curiosity-based HIGHER OPENS.”
subject lines can get old fast and are the most
likely to miss their mark.
8 Elements | 4
3 OFFER
Do you like free stuff? Do you like to buy things?
So does your email list.
When you are giving something away or selling something your

subscribers would be interested in, directly stating that in your subject line
is a great way to convince them to open the email and learn more.
4 URGENCY/SCARCITY
This is the most powerful type of subject line you
have at your disposal.
“THIS IS THE
Subject lines that communicate urgency and MOST POWERFUL
scarcity tell readers they must act now. TYPE OF
SUBJECT LINE
Too many of these can lead to list exhaustion, YOU HAVE AT
so use sparingly and, of course, only when there YOUR DISPOSAL.”
is truly a deadline, limited quantity, or limited
availability.
5 HUMANITY
Don’t forget to remind your list about the person or people behind your
products.
Sometimes you need to thank your subscribers, tell them a story about
yourself, or make a human appeal for their attention.
8 Elements | 5
6 NEWS
Keeping your audience informed about new developments in your field
builds authority and keeps your open rates high.
These subject lines often work well when combined with a curiosity
element.
7 SOCIAL PROOF
A fundamental characteristic of humans is that we look to the behavior of
others when making decisions.
You can leverage this in your email subject lines by mentioning individual’s
success stories, familiar names, or highlighting how many people are
already using a product or service.
8 STORY
Telling a story, or at least teasing the beginning of one, in your subject
line is a unique way to highlight a benefit and get the open rate you’re
looking for.
READY FOR THE SUBJECT LINES?

AS IS OUR TRADITION, WE’LL START
WITH OUR TOP 10 BEST!
(Quick Rules Note: We’ve only included emails
that went out to 100,000 or more contacts. By
focusing on emails with a large audience, we
avoid including subject lines that performed well
not because of their language, but because of
the audience that received them. Also, NAME
in the subject line means it contained the email
recipient’s first name.)
8 Elements | 6
‘18
THE TOP 10 EMAIL
SUBJECT LINES
OF 2018...
2018 | 7
10
To:
Subject:
4 Lessons Molly Pittman Learned from
Running 1,573 Facebook Ad Campaigns
• Content: Blog Post

• Open Rate: 14.80%
• Analysis: We can see those oddball numbers at work here, with 1,573
Facebook ad campaigns standing out prominently in the inbox. This
element also demonstrates a level of authority and mastery on the
subject. Lessons from someone testing over 300 ad campaigns a year
is certainly going to help most marketers up their game. And with just
4 lessons, the wisdom will be distilled enough that anyone can put it
to work!
9
To:
Subject:
“Frankly my dear, I don’t Instagram.”

• Analysis: Historically, ‘cute’ subject lines haven’t graced these subject
line Top 10 lists. But DigitalMarketer has been making a concerted
effort to push a more conversational tone in its emails, especially those
promoting content. This one strikes a good balance between cleverness
and hitting a familiar sentiment for marketers who have been around for
a while: what am I supposed to do with Instagram?
2018: Top 10 Subject Lines | 8

8
To:
Subject:
ICYMI: Want to be a better copywriter?
Open this before midnight.
• Content: Mastery Course (Copywriting)

• Analysis: Subject line elements like ‘ICYMI’ are particularly effective
because they play on people’s FOMO: fear of missing out. This one also
cleverly layers in a sense of urgency because there is a time limit that
the subject line is working against. Recipients can’t file this one away for
later. They must jump on the bandwagon now, or risk being left out.
7
To:
💍
Subject:
NAME, Will You Marry Me?

• Analysis: Proposing on the first date is a bad idea, both literally and
in the figurative marketing sense. But could you turn down a marriage
proposal from Ryan Deiss? I didn’t think so. This subject line combines
a strong curiosity component with very effective use of personalization.
Recipients opened this one to see if wedding bells were in their future.

6
To:
Subject:
🚫💡NAME – Stop ideating. Start
implementing.

• Analysis: This subject line leverages 2 key components. First, self-
interest. Marketers all know that we need to spend less time in the
clouds and more doing the work—this promises a path to that result.
Second, curiosity. While you know you need to implement, and this
email contains a way to do so, it’s not clear exactly what form that takes.
You have to open this one to learn what this system is that can help you
be your best self.
5
To:
Subject:
[Best of the Blog] 5 Copywriting Elements
to Test on Your Landing Page

• Analysis: This is a classic bread-and-butter subject line. It effectively
calls out its value with the ‘[Best of the Blog]’ tag, and promises clear
value with 5 elements readers should test. One of the reasons this
made it to the top of the list is copywriting was a relatively new topic for
DigitalMarketer to focus on, and it seems for good reason—we had 2
different subject lines about copywriting in the Top 10 this year!

4
To:
Subject:
[EMAIL MARKETERS] $95 today, $995
tomorrow
• Content: Mastery Course (Email Marketing)

• Analysis: This subject line formula is one that has worked well
for DigitalMarketer for the last few years. It leverages scarcity by
emphasizing the impending price increase. But it frames this scarcity
through the lens of self-interest—you can benefit significantly if you act
now. Calling out your audience (here, email marketers) in a subject line
is a great way to encourage engagement as well.
3
To:
Subject:
[Announcing DigitalMarketer Lab+] Digital
Marketing University
• Content: DigitalMarketer Lab+

• Analysis: Leveraging news elements is a powerful way to add authority
to your subject lines. This subject line does so by bringing the word
“announcing” into play. Its press release lingo adds gravitas to the
product announcement, helping differentiate the subject line and the
product. Finally, calling the product a “Digital Marketing University”
promises a new take on familiar concepts.

2
To:
Subject:
[In Case You Missed It] Our best-performing
blog post of all time

• Analysis: Once again, the ICYMI language drives massive engagement
because people do not want to miss out. And this subject line is even
more effective than usual because it promises the best DigitalMarketer
has to offer (which, incidentally, is promoting this blog post)—no small
feat for a site with hundreds of articles. By touting the post’s popularity,
the subject line appeals to human’s psychological groupthink. If
everyone else is looking at this post, I probably should too!
1
To:
Subject:
[NAME’s Last Reminder] Up to 90% off our
best-selling products gone in 3…2…1…
• Content: Product Catalog Flash Sale

• Analysis: This year’s top subject line was a bit of a dark horse – often
times subject lines using urgency and scarcity sacrifice open rate in
exchange for higher conversion rates. But this year we are reminded
of a fundamental truth of email marketing: offer scarcity works. This
subject line is particularly effective because a 90% discount is extremely
substantial. If you’ve been interested in products in the past but afraid
to act, getting 90% off will put them within reach.

2018 WHILE THOSE MIGHT BE THE STARS
OF THE SHOW, WE AREN’T DONE
YET.
Here are 91 more subject lines and the elements
that helped these win in the inbox:
• That’s A LOT of Adult Beverages 🍸 – Curiosity

• NAME ‘s Free Download: 15-Point Landing Page Audit – Offer
• The Only 4 Email Marketing Metrics That Matter? – Curiosity | Self-Interest
• Why This is Still the Best Time to Be a Facebook Marketer – Self-Interest
• [INSIDE] The best email marketing course on the market? – Curiosity
• T&C Notes? ☑ – Curiosity
• If you’re sick of hearing about Facebook, don’t open this newsletter – Curiosity
• 🚫 Friend Zone 🚫 – Curiosity
• ICYMI: [FREE New PDF] 5-Point Paid Ad Audit – Offer
• DigitalMarketer’s 505 Swipeable Subject Lines – Offer
• How to Write Blog Posts That Sell – Self-Interest
• The New Rules of Facebook Advertising – Self-Interest
• You’re in our family. Now let’s be friends. – Curiosity | Self-Interest
• An Evil Facebook Genius? – Curiosity
• NAME – Don’t publish another blog post without this… – Curiosity
• [Best of the Blog] 4 Persuasive Sales Copywriting Techniques – Self-Interest
• [READ] How to fill, nurture, and convert leads (for agencies especially!) – Self-
Interest
• [READ] How to Create a Video Studio on a Shoestring Budget – Self-Interest
• Struggling with paid traffic? Open this email. – Curiosity | Self-Interest
• [QUIZ] The highest-converting sales medium of all time is…? – Curiosity
• Don’t Be A One-Hit-Wonder on FB…Use The Ad Grid – Self-Interest
• [Copy This] Our First EP Dedicated to Copywriting is Now Available – Offer
• $7 today, $47 tomorrow – Urgency | Curiosity
• [ICYMI] We finally did it…We finally… – Curiosity
• [LAUNCH] DigitalMarketer’s FIRST EVER Copywriting Execution Plan – Offer
• [INSIDE] Seven fill-in-the-blank blog post templates? – Offer | Curiosity
2018: 91 More Subject Lines | 13

• 🔊 [ANNOUNCEMENT] In case you missed it…DigitalMarketer launched a new
product – News
• [Free PDF] The Ultimate Guide to Digital Marketing – Offer
• 🔨 Get the ultimate training tool for your company – Offer | Curiosity
• read this before the clock strikes midnight – Urgency | Curiosity
• [NAME’s FINAL REMINDER] Be a member of the “first class” of Lab+ – Urgency
• T&C 2018 Notes: Less than 1/10 the price of a ticket? – Self-Interest | Curiosity
• Want 7 blog post templates that consistently work? Open this. – Offer
• [LISTEN] 3 Facebook Funnels to Drive More High Ticket Leads – Self-Interest
• [Preview Inside] Check out the T&C 2018 Notes – Offer
• New EP: $7 today, $47 tomorrow? – Urgency | Curiosity
• How To Architect The Perfect Conversion Funnel For Your Business – Self-
Interest
• [INTRODUCING] The 10 Point Indoctrination Email Checklist – Offer
• Swipe DigitalMarketer’s Email Welcome Series? – Offer | Curiosity
• [Best of the Blog] You Got: OFI – Curiosity
• [FREE Hiring Kit] Hire the right Social Media marketer…The first time – Offer
• Hold T&C 2018 in the palm of your hand? – Curiosity
• The Ultimate Guide to Social Media Marketing – Offer
• Obvious Observation #2,943 – Curiosity
• [Best of the Blog] Best of the Best of the Blog (yes, for real) – Curiosity | Self-
Interest
• 2 Billion leads for $7? – Curiosity | Self-Interest
• [T&C Notes] This is the Jump-Off Moment – Self-Interest | Curiosity
• [EMAIL MARKETERS] We just launched a brand new Execution Plan for you –
Offer | Curiosity
• The platform that adds 2 new users a second – Curiosity
• 📢 [ANNOUNCING] The 6-Step Facebook Messenger Bot Builder – Offer
• NAME – I have good news and bad news… – Curiosity | Self-Interest
• [CLOSING] Pre-order for T&C 2018 Notes Closing Tonight – Urgency
• NAME’s Download: The Ultimate Email Marketing Metrics Guide 📩 – Offer
• [T&C 2018 Notes] Pre-Order before the price jumps – Offer | Urgency
• [Best of the Blog] Hoot have thought it would be so easy – Curiosity
• Savvy Marketers Don’t Stop at “Search” – Curiosity

• Our Step-By-Step Process for Creating a FB Messenger Sequence – Offer
• [90% off] If you’re running traffic, you need to see this, NAME – Offer
• $3.50 per session = no brainer – Curiosity
• [Best of the Blog] The (Marketing) Dream Team – Curiosity
• [CLOSING] Messenger Bot Builder Blueprint Launch Closing at MIDNIGHT –
Urgency
• Build your brand without spending a dime? – Curiosity | Self-Interest
• READ: A 3-Step Framework to Generate Content with a Lean Team – Self-Interest
• FB Comment-to-Messenger: What you need to know – Self-Interest
• [BRAND NEW] Free Social Media Hiring Kit! – Offer
• Swipe my plug-and-play email metrics guide? – Offer | Curiosity
• 6 Updates to Facebook and Instagram – Self-Interest
• [LAUNCH] Brand New Facebook Messenger Bot Training with Molly Pittman? –
Offer
• Netflix for Marketers is now free? – Curiosity | Self-Interest
• 📕 100 Books Every Marketer Should Read – Self-Interest
• NAME, Keep your 👀 on your inbox – Curiosity
• Here’s your second chance, NAME – Self-Interest | Curiosity
• [Time Sensitive] The best time to stock up on our most valuable products? –
Curiosity
• “We launched a podcast and so can you!!” – Curiosity | Self-Interest
• NAME’s 24 hour notice – Urgency
• Are you ready for 2019 yet? – Curiosity | Self-Interest
• Final Reminder: DigitalMarketer’s proven blueprint for crafting powerful,
persuasive, bullet points – Urgency | Offer
• [Introducing] Jumpstart Packs from DigitalMarketer – Offer
• F-F-F-Fourth of July FLASH SALE – Offer
• 🔑 3 keys to subconscious selling – Self-Interest
• ⚡ [FLASH SALE] Community Manager Certification 80% off – Offer | Urgency
• 👀 The latest mastery course from DigitalMarketer – Offer | Curiosity
• CLOSING: Facebook Messenger Bot Training Registration Closing TODAY –
Urgency
• Registration Available: Molly Pittman’s New Facebook Messenger Training –
Offer

• NAME – Swipe 37 of our best performing email templates – Offer
• Introducing: The DigitalMarketer Podcast (plus a free giveaway?) – News | Self-
Interest
• The Word of the Day: “Multidisciplinary” – Curiosity
• Facebook Messenger Bot Training discount CLOSES tomorrow… – Urgency
• [ALERT] Our most popular certification is now 90% OFF – Urgency | Offer
• The Content that Built DigitalMarketer’s Community – Curiosity | Self-Interest
• 🎥 Want my VSL workshop + copy & paste scripts? 📑 – Curiosity | Offer

‘17
THE TOP 10 EMAIL
SUBJECT LINES
OF 2017...
2017 | 17
10
To:
Subject:
I promise it’s worth it…
• Content: Launch a Podcast Execution Plan Flash Sale

• Analysis: This is a very blind subject line that basically says, “trust
me—click this.” Its success relies completely on the existing
relationship between subscriber and sender. Using a line like this only
works if there is a certain level of trust, but it certainly paid off here.
9
To:
Subject:
4 Critical Questions Every Business Must
Answer
• Content: Free Video Training

• Analysis: Specific, odd numbers in subject lines always stand out. And
this one combines that eye-catching trick with a powerful piece of
value—focusing questions for any and all business owners. This subject
line also intentionally speaks to a broad audience, which helped buoy
the open rate.

8
To:
Subject:
I have good news and bad news…
• Content: Intensive Workshop

• Analysis: Another great curiosity-based option, this one works so well
because it feels honest and conversational. It plays on a familiar idiom
and the willingness to admit the contents are not all sunshine (and
curiosity about what earned the qualifier “bad”) is a compelling reason
to click.
7
To:
Subject:
[VIDEO] Social Media + Ecommerce Tech
Stack

• Analysis: Calling out unique forms of content is a great way to cut
through the noise. There are many other examples including [Checklist]
and [Poll] that cracked our top 101. This one is also helped by the
fact that software and “tech stacks” are a hot button topic for DM
subscribers.

6
To:
Subject:
🔨 Let’s fix your offer together
• Content: Intensive Workshop (Perfect Offer)

• Analysis: Getting customized or hands-on assistance is powerful when
you know the expert, so this kind of email works well when there’s a
“voice” behind your emails. Additionally, the implication that your offer
may need some work will resonate with the perfect audience for this
offer—it’s a great example of qualifying a prospect with the subject line.
5
To:
Subject:
Hiring a content marketer? Use this guide…

• Analysis: This is another great qualifying subject line and makes a
strong offer. It’s a great example of how effective copywriting is even
with just the bare essentials—there’s a clear pain point (hiring) and the
answer you need (the guide) squeezed in just seven words. Hemingway,
eat your heart out.

4
To:
⚠ Your private invitation expires tomorrow

Subject:
night
• Content: Intensive Workshop (PSS)

• Analysis: This subject line uses second person language (“your”)
to really build curiosity about the invitation. Coupling that with the
urgency of an impending expiration, you’ve got a recipe for a click. The
subject line feels personal, exclusive, and urgent all at once.
3
To:
⬆ , Refunds ⬇ , Retention ⬆
Subject:
Sales

• Analysis: Leveraging emojis and symbols in your subject line always
gives you a bump in open rates and this one triples down on them. The
pattern and repetition are very eye-catching in the inbox and clearly
communicate value without needing to give a hint to the topic.

2
To:
Subject:
Google Display Network (Your one page
cheat sheet)

• Analysis: There’s a clear offer here – the one-page cheat sheet – and
a more indirect one as well: the simplification of a very complex and
powerful traffic platform. This subject line makes a daunting topic feel
digestible, and the promise of finding more traffic is always a winning
hook.
1
To:
Subject:
T&C 2017 in Bora Bora?
• Content: T&C Livestream

• Analysis: A classic DigitalMarketer headline if there ever was one. This
combines elements of curiosity and self-interest with an attention-
getting destination that’s sure to pique curiosity. The pattern interrupt
of a relocated T&C always jumps out and the natural repetition in Bora
Bora’s name does the open rate a favor as well.

2017 NOT ENOUGH SUBJECT LINES FOR
YOU?
Good news! We’ve also got the next 91 best
performers and a breakdown of the elements
that helped them win:
• Convince your boss to send you to T&C! – Self-Interest

• T&C Closing TOMORROW @ Midnight! – Scarcity
• Copy our 7 best Facebook ads of 2016 – Self-Interest
• Start using this new Facebook ad type – Self-Interest | Curiosity
• [Flash Sale] 85% off our Podcast Launch Plan – Offer
• What happens when you’re approved? – Curiosity
• Your Content Campaign Planner (Google doc) – Offer
• [EMAIL TEMPLATE] Fix your company’s biggest marketing issue – Offer | Self-
Interest
• #TCS2017: Day 1 Highlights – News
• [In Case You Missed It] Hire The Right Content Marketer… – Self-Interest
• [LAST CHANCE] 85% off sale ends today! – Scarcity
• [CHECKLIST] Get up to 20% better email deliverability ✔ – Offer
• 🔥 New Facebook Group features – this is BIG – News | Curiosity
• The Best of Traffic & Conversion Summit 2017 – Self-Interest
• Livestream for T&C this year? – Curiosity
• Tomorrow’s the day… – Curiosity
• #TCS2017: Day 2 Highlights – News
• Swipe these 5 killer traffic campaigns – Offer | Self-Interest
• The 30-Second Sales Pitch – Curiosity
• Massive changes coming to DM – Story | Curiosity
• [Infographic] How to have the ultimate #TCS2017 experience – Self-Interest
• Is this you? – Curiosity
• Open up for our best content – Self-Interest
• Facebook + Pinterest + Video = More Closed Sales – Self-Interest
• You’re Invited – Curiosity | Self-Interest
• Paid traffic not converting? Download this… – Curiosity | Offer

• Here’s the REAL reason Amazon is buying Whole Foods – News | Story
• I knew I was right… – Story | Curiosity
• ⏰ FINAL NOTICE: “Perfect Offer Mini-Class” – Scarcity
• Russ surprised me with 18 more sessions – Humanity | Story
• Digital Marketing Mastery is open! – Offer
• Brand NEW (and free) Training: 3 Steps To a Perfect Offer – Offer
• How we got 1,329,572 “earballs” in 20 months – Story | Curiosity
• This, friends, is how you sell with email… – Story | Social Proof
• Class closes down tonight… – Scarcity
• Important message (about tomorrow’s big announcement) – Curiosity
• $7 today, $47 tomorrow – Scarcity | Curiosity
• The 30-Second Sales Pitch – Self-Interest | Curiosity
• Blog posts that sell (a complete guide) – Self-Interest
• The guy who made $1,015,209 in one day… on Amazon – Story | Curiosity
• 🔨 Let’s build the perfect FB ad campaign, together (for free)! – Self-Interest
• 🎁 Claim your free heat map! – Offer
• The highest-level training we offer – Curiosity
• T&C 2017 closing soon? – Scarcity | Curiosity
• Re: Frequently Asked Question #1 – Curiosity
• [Subscriber] Are you familiar with T&C? – Curiosity
• ⚡ Your perfect product launch for $7 – Offer
• Landing Page Not Converting? Try This! – Self-Interest | Curiosity
• Join me today at 3pm – Humanity
• Ask me anything? – Humanity | Curiosity
• LAST CALL FOR T&C TICKETS (hours left) – Scarcity
• [85% Off] 3 Proven Facebook Campaigns to Run Today… – Offer
• Join me in congratulating… – Humanity | Curiosity
• For advanced marketers only! – Self-Interest | Curiosity
• The BIG shift that’s happening right now (and what it means for you) – News |
Self-Interest
• T&C Tickets almost GONE! – Scarcity
• [POLL] Can you answer this? – Curiosity
• ⚡️[FLASH SALE] My 11-step business launch plan (and templates) – Offer
• T&C 2017 Agenda – Self-Interest

• Finally monetize your email list… – Self-Interest
• Earn your (super-rare) “CDMP Designation” – Self-Interest
• Announcing the 2nd Annual Content & Commerce Summit – News
• [Subscriber] Exclusive T&C offer ending TOMORROW – Scarcity | Offer
• [Free PDF Download] Claim our Social Media Swipe File – Offer
• T&C in the comfort of your home… – Curiosity
• BONUS MODULE ADDED: How to scale with Google & YouTube – Self-Interest
• Marketing professionals wanted! – Self-Interest
• Does your landing page suck?… or is it ‘perfect’? 😊 – Curiosity
• ⏰ LAST CHANCE: T&C closes tonight – Scarcity
• Your 2018 Business Growth Plan – Offer | Curiosity
• Do NOT launch your product or service without this… – Curiosity
• Who’s speaking at T&C? – News | Curiosity
• [CASE STUDY] 30 minutes of work -> 82,613 pageviews – Self-Interest | Story
• WIN a day with Ryan Deiss & Molly Pittman! – Humanity | Self-Interest
• Meet me in LA, NAME? – Humanity | Curiosity
• The little Facebook tweak that halved lead cost – Curiosity | Story
• Does your ad type match your offer? – Self-Interest
• ❄ Turn ice cold prospects into buyers 🔥 – Self-Interest
• Exciting announcement (and special invitation)* – Curiosity | Self-Interest
• How he built a $20M ecommerce brand – Story | Curiosity
• 🎯 Facebook Targeting Expansion: The Test (and the results…) – Self-Interest
• At DigitalMarketer, we LOVE agencies… – Humanity | Curiosity
• [ANNOUNCEMENT] C&C 2017 lineup revealed… – News
• A new DigitalMarketer event… – Curiosity
• Free Online Training: OMG’s 90-Day System – Offer
• Surveys are not the answer… – Curiosity
• Facebook’s newest feature: setup, strategy, examples – News | Self-Interest
• NAME, meet Justin. – Humanity
• [New Blog Post] Use FB Messenger to grow your business – Self-Interest
• Email list building: Why you’re stuck – Self-Interest | Curiosity
• Are you using Facebook’s powerful new advertising feature? – Curiosity | News

‘16
THE TOP 10 EMAIL
SUBJECT LINES
OF 2016...
2016 | 26
10
To:
Subject:
How “Ryan Deiss” became “DigitalMarketer”

• Analysis: This subject line appeals to people’s human nature. It
promises a compelling narrative, DigitalMarketer’s origin story, and
reminds readers that a person started this company, emphasizing a
human connection.
9
To:
Subject:
Don’t buy this from Amazon!
• Content: Invisible Selling Machine

• Analysis: This is an old standby, and has worked time and time again.
It’s a perfect example of what successful curiosity-based subject should
do—generate an emotional reaction without giving away the email’s
purpose.

8
To:
Subject:
[DOWNLOAD] 15-Point Landing Page Audit

• Analysis: This kind of subject line (and email) is the very definition of
value-first content. A free download that is intended to give audiences
the opportunity to self-identify as interested in this topic.
7
To:
Subject:
I called. You didn’t answer.

• Analysis: Just reading this subject line makes me feel a little guilty!
While it doesn’t take something away, it creates a sense of urgency
similar to an expiring offer. And of course, using “I” in a subject line is a
great way to humanize email copy.

6
To:
Subject:
[DECLASSIFIED] DM’s 2016 Planning Meeting

• Analysis: What’s your reaction when someone lets you in on a secret?
For most people, it’s to lean in a bit and give them your ear. This
subject line takes a traditional (but great) blog post and gives it a bit of
mystique.
5
To:
Subject:
Announcing: The 7th Annual Black Friday
Bootcamp
• Content: Black Friday Bootcamp

• Analysis: This subject line needs no frills and no complex hooks; it
relies on people’s familiarity with our annual Black Friday Bootcamp
workshop. When leveraging the familiar, a direct, clear offer works
wonders.

4
To:
Subject:
13 billion emails analyzed [Infographic]

• Analysis: This subject line uses a classic technique, featuring an odd
number that stands out to readers in an inbox. And highlighting the
content type, an infographic, assures readers that this massive amount
of information will be easily digestible.
3
To:
Subject:
Steal these email templates…
• Content: The Machine

• Analysis: Making a direct offer, “download this,” “grab this,” is a strong
hook for any email. And this subject line does a great job of amplifying
what’s already working with more surprising language.

2
To:
Subject:
5-Point Paid Ad Audit

• Analysis: This is a great subject line to appeal to intermediate and
advanced marketers, which comprises most of DigitalMarketer’s list. It’s
a direct offer and one that speaks to people who are knee-deep, and
trying to make the most of their efforts.
1
To:
Subject:
Your new favorite marketing tool…

• Analysis: This subject line touches on a broad interest for the audience,
marketing tools, and promises positive change. Finding new software
or strategies means faster, better processes, which marketers are always
looking for.

2016 THOSE MAY BE THE CREAM OF THE
CROP, BUT WITH NEARLY 107,442,263
EMAILS SENT IN 2016, WE SAW A
FEW OTHER GOOD ONES, TOO.
Here are the next 90 subject lines that had the
highest open rates and a breakdown of the
elements that compose them:
• Facebook’s New Pixel: What You Need to Know – News | Self-Interest

• G + L + F = 2X Your Sales – Curiosity | Self-Interest
• I’m in this new book… – Humanity | Curiosity
• Google Compliant Landing Page Checklist [Download] – Offer
• 28 ways to increase organic social traffic – Self-Interest
• Yep, that just happened… – Curiosity
• BRAND-NEW certification released today… – Curiosity
• These 6 skills will pay the bills… – Self-Interest | Curiosity
• [BLOG] How an unknown podcaster generated 100,525 organic downloads in
80 days – Story | Self-Interest
• Did you get your book yet? – Curiosity
• She sold 122 subscriptions for $97 each. Here’s how… – Story | Self-Interest
• New for 2017: 2 ways to master marketing… – Self-Interest | Curiosity
• 15 killer content marketing tools – Offer | Self-Interest
• [Download] Customer Avatar Worksheet – Offer
• 10-week live training and certification – Offer
• What do Google, YouTube, Amazon and Pinterest have in common? – Curiosity
• All Execution Plans 75% off! – Offer | Self-Interest
• Is “ISBO” the future of search marketing? – Curiosity
• Ultimate Guide to Facebook Video Ads [2nd Edition] – Self-Interest
• Facebook Ad Targeting (The Complete Guide, 2nd Edition) – Self-Interest
• ANNOUNCING Recommended Agendas and “learning tracks” – News
• The Complete Guide to Google Tag Manager [Part 2] – Self-Interest
• Better than T&C? – Curiosity
• Become a Certified Digital Marketing Professional – Self-Interest
• Your Content Campaign Planner (Google doc) – Offer
• Ryan Deiss #TCS2016 Keynote: What you need to know – News | Self-Interest

• Happy Birthday to… …DigitalMarketer! – Humanity | Story
• How to generate FREE, organic traffic! – Self-Interest | Curiosity
• ⚡ Are you In or Out? – Urgency/Scarcity | Curiosity
• Great News — new T&C tickets released! – Self-Interest
• Bad news…closing down – Urgency/Scarcity | Curiosity
• [DOWNLOAD] 8-Point Lead Magnet Success Checklist – Offer
• Why “Yes” Kills and “No” Can Make You Rich [part 3 of 3] – Story | Curiosity
• ⚡️[FLASH SALE] Our Facebook ad plan (and best templates)… – Offer | Self-Interest
• Huge Announcement: Brand new event… – News | Curiosity
• 3 proven Facebook campaigns to run today… – Self-Interest | Offer
• T&C 2016 in Tahiti? – Curiosity
• [RANT] Why I HATE Business Cards! – Story | Humanity
• Lethal Combo: AdWords Remarketing + Google Analytics – Self-Interest
• Reach your audience… without their contact information. – Curiosity | Self-Interest
• Open up for our best content – Self-Interest | Curiosity
• Secret FB campaign gets 23,247 leads in 30 days… – Self-Interest
• Case Study: 7-figure eCommerce Funnel – Social Proof
• 49 Split Tests that (Almost) Always Win – Self-Interest
• Our Paid Traffic Playlist – Curiosity | Offer
• Meet me in San Diego? – Curiosity | Self-Interest
• [Flash Sale] A 7-Step ”Paint By Numbers” Process for FB Campaigns – Offer
• Forget GroupOn — this stuff works! [Case Study] – Curiosity
• Swipe our eCommerce Email Marketing Roadmap – Offer
• [Case Study] $25,865/mo in recurring revenue – Social Proof | Story
• Are you a victim of manipulated data? – Curiosity | Self-Interest
• The power of empty pockets – Story | Curiosity
• New business model — this is the future of business… – Self-Interest | Curiosity
• [Last Call] For the Ultimate Email Marketing Game-Plan (PDF) – Urgency/Scarcity |
Offer
• [Save $500] Become a Search Marketing Specialist – Self-Interest
• Watch T&C in your underwear… – Curiosity
• ⚡ Meet me in Orlando – Self-Interest | Curiosity
• ⚡️[FLASH SALE] My 6-Step Market Research Plan (and workbook) – Offer | Self-
Interest

• [DOWNLOAD] 10-Point Blog Post Audit – Offer
• Finally, track social media ROI – Self-Interest
• Community Manager vs. Social Media Manager: Which is right for you? – Self-
Interest
• [SWIPE] This email got 6X open rate… – Offer | Curiosity
• Stand out in your customer’s inbox – Self-Interest
• Pokemon GO: 3 Marketing Mistakes, Millions of Users Lost! – News | Curiosity
• [Free Gift] Our Facebook ad targeting checklist… – Offer
• 3 wicked AdWords tactics to increase your ROI – Self-Interest
• This is what’s truly essential… [part 2 of 3] – Curiosity | Story
• $4 Million in Ad Spend (Here’s what works) – Self-Interest
• Measure ROI by traffic source – Self-Interest
• 📢 HUGE Announcement (another big change at DM) – News
• Marketing Showdown: Hillary Clinton vs Bernie Sanders – News | Curiosity
• [Case Study] Local Facebook Advertising – Self-Interest
• Does anyone even WANT what you’re selling? – Curiosity | Self-Interest
• [Last Chance] 75 percent off all our Execution Plans ends TOMORROW! –
Urgency/Scarcity
• Turn your assistant into a marketing rockstar – Self-Interest | Curiosity
• The Ad Grid: 20X your success rate – Self-Interest
• Aducational Video + Remarketing – Curiosity
• Lowest price on T&C – Self-Interest
• ANNOUNCING: Marketing Mastery Class – News
• There is still time… – Urgency/Scarcity | Curiosity
• T&C hotel almost SOLD OUT! – Urgency/Scarcity
• A tested and proven framework… – Self-Interest | Curiosity
• ✔ [Checklist] Your Split Testing Guide – Offer
• [TODAY] Our Facebook ad targeting plan (3 pm Eastern) – Urgency/Scarcity |
Offer
• CLOSING down soon! (Don’t get locked out) – Urgency/Scarcity | Curiosity
• Why I (kinda) HATE surveys… – Humanity
• $7 today, $47 tomorrow – Self-Interest | Urgency/Scarcity
• How an electronic retailer surged their revenue by 60% – Story | Self-Interest
• New DigitalMarketer event for Bloggers! – News
• [ICYMI] Everything you need to know about Facebook’s new pixel – Self-Interest
| News
‘15
THE TOP 10 EMAIL
SUBJECT LINES
OF 2015...

10
To:
Subject:
Seriously, get this book.
• Content: The Choose Yourself Guide to Wealth (James Altucher’s

book)
• Analysis: This subject line is pretty direct—seriously means no
fooling around. But the blind reference to an as-yet unidentified book
demands the recipient take a look inside and see if it’s a good fit for
their library shelf.
9
To:
Subject:
I’m pulling the plug…

• Open: 17.13%
• Analysis: This subject line uses negative language to great effect. What
does “pulling the plug” mean for DigitalMarketer subscribers? Is this
bad news (or as it turned out, great news)? Only by clicking through can
you find out.

8
To:
Subject:
7 split testing mistakes

• Open: 17.34%
• Analysis: Do you like making mistakes? Neither do we (though it
happens). So when someone promises to show you pitfalls to avoid
before it’s too late, no one wants to miss the opportunity to do so.
7
To:
Subject:
How HostGator does retargeting

• Open: 17.40%
• Analysis: This subject is simple and to the point, with a clear value
proposition (learn how to leverage their retargeting strategy). The social
proof of leveraging a well-known brand helps validate the information
contained within the email.

6
To:
Subject:
TRAFFIC (on a “shoestring” budget)

• Open: 17.79%
• Analysis: All caps can be pretty polarizing—no one likes to be yelled at
digitally. But when you pick a word business owners love, the results are
more positive. And offering a cost-friendly solution to a problem never
hurts.
5
To:
Subject:
11 sneaky email tricks

• Open: 17.83%
• Analysis: This subject line uses a number that stands out (11) and a
compelling adjective (sneaky) to hook the audience. And everyone
loves simple to implement strategies, as implied by words like “trick,”
“hack,” or “shortcut.”

4
To:
Subject:
Facebook Ads (Your first 3 steps)
• Content: Perpetual Traffic Episode

• Open: 17.87%
• Analysis: If you’ve wanted to try something new, like Facebook ads,
one of the biggest barriers to entry is not knowing where to start. This
subject is clear, direct, and helps people who aren’t sure if they’ll be
able to use the information.
3
To:
Subject:
The YouTube Gold Mine

• Open: 17.90%
• Analysis: Have you ever discovered a gold mine? Probably not, but it
sure would be nice to do so. This subject line combines a high-value
proposition with intriguing but vague details. Open up!

2
To:
Subject:
Thank You!
• Content: $1 Trial Offer

• Open: 17.99%
• Analysis: This is a subject line that works so well we sneak it into
our mails every year and it never fails to disappoint. People love
recognition, and acknowledgment of what they’ve done (if you swipe
just one subject line, make it this one).
1
To:
Subject:
23 bizarre products selling online

• Open: 18.71%
• Analysis: This was one of our experiments for 2015, seeing how some
lighter, less actionable content would fare, and the fact that subject line
took our top slot shows that this strategy works. This subject promises
a fun twist on studying just how crazy ecommerce can be. And lists with
odd numbers always catch the eye.

2015 THOSE MAY BE THE CREAM OF THE
CROP, BUT WITH 134 MILLION EMAILS
OUT THE DOOR, WE SAW A FEW
OTHER GOOD ONES, TOO.
Here are the next 90 subject lines that had the
highest open rates and a breakdown of the
elements that compose them:
• Think like a Facebook ad pro… – Self-Interest | Curiosity

• 29 Landing Page Reviews (Plus…) – Self-Interest | Curiosity
• Get your Facebook advertising plan – Offer
• How to Build an Unstoppable Business (2nd Edition) – Story
• The 3-step Content Marketing plan – Self-Interest
• [SWIPE] 10 Best Customer Survey Questions – Offer
• This is embarrassing but… – Curiosity
• Facebook Ad Case Study [listen to Part 3] – Self-Interest
• … this failed miserably – Humanity | Curiosity
• How to get paid [Literally] – Self-Interest
• Still doing it the old way? – Curiosity
• Sales ⬆, Refunds ⬇, Retention ⬆ – Self-Interest | Curiosity
• How Emily Faith got 76,974 YouTube views in 10 days… – Story
• Facebook Video Ads | The Ultimate Guide – Offer | Self-Interest
• Avoiding the “Facebook ban hammer” – News | Curiosity
• How to sell tickets to live events – Self-Interest
• Don’t buy this from Amazon! – Curiosity
• Finally! Facebook releases… – Curiosity | News
• Split Test This, Not That – Self-Interest
• My Gift to you… – Curiosity | Offer
• New tool changes webinars forever… – News
• The PERFECT traffic platform? – Curiosity | Self-Interest
• I’m closing it down! – Urgency/Scarcity
• Join me in congratulating… – Story | Curiosity
• Inverted Web Analytics? – Curiosity
• The ideal length of everything online – Curiosity

• The PERFECT Facebook Ad – Self-Interest | Curiosity
• BIG news from YouTube – News | Curiosity
• This critique gets uncomfortable at times – Curiosity
• [Leads] Scaling from 50 to 5,000+ – Self-Interest
• Rice, gasoline and website traffic? – Curiosity
• The AdWords Remarketing “Easy Button” – Self-Interest | Curiosity
• Private Invite – Self-Interest | Curiosity
• Big Celebrity Announcement – News
• [SWIPE] Our best email copy – Offer
• Answers to the Facebook Pixel Madness – Self-Interest
• 2 killer blog post templates – Offer | Curiosity
• WANTED: Professional Content Marketers – Curiosity
• Read this before clicking “Send” – Self-Interest
• Can’t Buy FB Traffic? – Curiosity
• This has nothing to do with marketing… – Curiosity
• Meet me at ICON (and save $300)… – Offer
• [TEMPLATE] Cold email anyone and get a response – Offer
• [Podcast] Frank Kern on Paid Traffic – Story
• Traffic for the eCommerce biz – Self-Interest
• “I just want the recordings…” – Curiosity
• Twitter Traffic (In an hour a day) – Self-Interest
• Paid traffic not converting? Download this… – Offer
• MAJOR announcement! (big changes at DM) – News | Curiosity
• Become a “Customer Acquisition Specialist” – Self-Interest
• 3 proven FB campaigns to run today… – Offer
• 2 BRAND-NEW certifications launched today – News | Curiosity
• Start with this funnel – Self-Interest
• I was wrong… – Humanity
• Use THIS to become an Authority (in ANY market)… – Self-Interest | Offer
• $100 or $100.00? (It makes a difference) – Curiosity
• Blog posts that sell (A complete guide) – Offer
• I LOVE this little tool! – Curiosity
• T&C 2016 closing soon? – Urgency/Scarcity
• Limited-time open enrollment… – Curiosity

• ①⓪① ways to boost email open rates – Self-Interest
• New DigitalMarketer Training Center – News | Curiosity
• Conversion vs. Content – Curiosity
• 21 landing page mistakes – Self-Interest | Curiosity
• Facebook’s New Lead Ads (What you need to know) – News | Self-Interest
• Copy and paste these 72 headlines [Last Chance] – Offer
• How to hire a content marketer – Self-Interest
• Get your first 1,000 blog subscribers – Self-Interest
• Stop writing NEW blog posts. Here’s why… – Curiosity
• [TEST RESULTS] 2,689 leads from “On Site Retargeting” – Self-Interest | Curiosity
• A visit to Facebook (Here’s what we learned) – Story | Curiosity
• My 2016 business plan… – Offer | Curiosity
• 5,219% ROI from new traffic source – Self-Interest | Curiosity
• The Remarketing Grid – Curiosity
• [Case Study] Numbers don’t lie – Story | Curiosity
• Score your landing page – Self-Interest
• Create the perfect marketing calendar – Offer
• Reach 6,372,857 people with zero ad spend – Self-Interest | Curiosity
• A 15.2% lift (but we were shocked) – Curiosity
• My favorite automation tools – Self-Interest
• A very direct (and some might even say, “RUDE”) email – Curiosity
• [CASE STUDY] AZ shoe store 20X’d sales by sending what? – Story | Social Proof
• Download This Social Media Swipe File (PDF) – Offer
• Turn ice cold prospects into buyers – Self-Interest | Curiosity
• My favorite business model – Curiosity
• The Ultimate Course on Paid Traffic – Self-Interest | Offer
• My new book! (and a big mistake) – Story | Humanity
• Double sales (Get the formula) – Self-Interest
• Dirt cheap Facebook leads – Self-Interest
• ⬆ Social media traffic (Your 6-step plan) – Self-Interest

‘14
THE TOP 10 EMAIL
SUBJECT LINES
OF 2014...
2014 | 44
10
To:
Subject:
[WEEKEND ONLY] Get this NOW before it’s
gone…
• Product: AuthorityROI
• Analysis: This is a great example of a flash sale subject line. It
combines the urgency of limited availability with an element of
mystery. Keep in mind that these work best in very small doses.
9
To:
Subject:
The Facebook Slap is coming…
• Product: Twitter Ads EP

• Analysis: Personally, just rereading this subject line has me digging
through my email archives. It combines the curiosity and news
elements, and speaks to a penalty the entire digital marketing industry
will want to avoid.

8
To:
Subject:
Steal these email templates…
• Product: Email Templates

• Analysis: This one is simple and direct, and makes a clear offer. The
phrase “templates” works particularly well with Digital Marketer’s email
list.
7
To:
Subject:
Your 7-figure plan goes bye-bye at midnight…
• Analysis: Are you willing to wave goodbye to 7 figures? Most people
aren’t—this is another great example of curiosity and urgency working
in tandem to raise that open rate!

6
To:
Subject:
Is this the hottest career in marketing?
• Product: eCommerce EP
• Analysis: This one is all about curiosity. Using questions in your subject
line is a great way to open a loop that your audience will want to close
by checking out the email’s contents.
5
To:
Subject:
A Native Ad in 60 Minutes or Less
• Product: Blog Post

• Analysis: Quantifying how long it will take a subscriber to realize some
benefit in the subject line is great—it feels manageable and promises
results, making even inactive members of your list curious. This offer
feels bite-sized and achievable.

4
To:
Subject:
212 blog post ideas
• Product: Blog Post

• Analysis: Another great offer example—it communicates the email’s
value in just four words.
3
To:
Subject:
Check out my new “man cave” [PICS]
• Product: eCommerce EP
• Analysis: This is a fun blend of curiosity and humanity—it directly
addresses some value Ryan got, a sweet new “man cave,” in the
subject. Not only does this spark interest, but it reminds readers about
the human connection that brought them to DM in the first place.

2
To:
Subject:
[URGENT] You’ve got ONE DAY to watch
this…
• Analysis: Once again, curiosity and urgency team up to create a
compelling subject line. If you are careful about using these sparingly,
you’ll find that they just work.
1
To:
Subject:
How (and why) to calculate Average
Customer Value
• Product: Blog
• Analysis: Our number one email subject line, this blends all of the
good stuff. It gives you a metric that can improve you business, inspires
curiosity about why this number matters, and offers to help you figure
out how to calculate it.

2014 HERE ARE THE NEXT 91 EMAILS WITH
THE HIGHEST ENGAGEMENT AND
WHAT ELEMENTS THEY USED:
• [FINAL CHANCE] 7-figure blueprint gone tonight… – Curiosity | Urgency

• How to write a promotional email – Self-Interest
• Steal our best subject lines – Offer | Self-Interest
• Weird traffic test… – Curiosity
• How to craft a guarantee that sells – Self-Interest | Story
• [SECOND CHANCE] This weekend only… – Curiosity | Urgency
• The Machine is coming… – Curiosity
• It’s landing page magic… – Curiosity | Self-Interest
• [NEW POST] How To Build an Email Marketing Machine – Self-Interest | Story
• THIS disappears at midnight! – Curiosity | Urgency
• A simple sales copy formula – Self-Interest
• Gold In Your Mailbox – Curiosity
• [RESULTS] My Facebook Case Study – Curiosity | Story
• This is working on Facebook right now – Self-Interest | Story
• Two Words: Cheap Traffic! – Curiosity | Self-Interest
• [FLASH SALE] 51% off sale ends tonight… – Curiosity | Urgency
• I made you a video… – Curiosity
• How to write bullets that sell… – Self-Interest
• Facebook is cracking down… HARD! – Curiosity | News
• Thank You! – Humanity
• [Case Study] Copy & paste this $10 million business… – Curiosity | Self-Interest
• Swipe my Email Game-Plan (PDF) – Offer | Self-Interest
• [FREE PDF] Ultimate Email Marketing Game-Plan – Offer | Self-Interest
• The 10-Minute Bloggers Editorial Plan – Self-Interest
• What are you doing this weekend? – Curiosity
• 212 Blog Post Ideas (PDF) – Offer | Self-Interest
• Is email marketing dead? – Curiosity
• C’mon – everybody’s waiting for you… – Curiosity | Urgency

• I LOVE this amazing little tool! – Curiosity | Self-Interest
• 3-Part Followup Series [Download] – Curiosity | Offer
• A quick YouTube hack – Self-Interest
• Find writers for your blog – Self-Interest
• Facebook Ad Targeting Options [A Complete Guide] – Offer | Self-Interest
• [NEW FORMULA] Cheap, Targeted Facebook Traffic – Self-Interest
• 4 emails with stellar click-through rates – Curiosity | Self-Interest
• Step up your video marketing game – Self-Interest
• Want to look at our email stats? – Curiosity | Self-Interest
• Native Ad Hacks? – Curiosity
• 198% ROI on Twitter Ads – Self-Interest | Story
• [URGENT] About today’s traffic training… – Urgency
• Do NOT sell on Amazon without this $10 tool… – Curiosity | Self-Interest
• How to Stop Ho-Hum Marketing – Curiosity
• Would You Do THIS For Money? – Curiosity
• 2 huge mobile marketing opportunities – Self-Interest | Curiosity
• Twitter is the new… Facebook?! – Curiosity | News
• [PART 2] See how I got $0.10 email optins… – Self-Interest | Story
• My business model… on a napkin? – Curiosity | Story
• We beat up this landing page – Curiosity
• [Gone Sunday] Your traffic training replay is available… – Urgency
• Don’t make these 7 AdWords mistakes – Self-Interest | Curiosity
• My Gift to you… – Offer | Curiosity
• Zero to 30K Page Views in 11 Weeks… – Story | Self-Interest
• This sucks, you lose… – Curiosity
• Should you follow your passion? – Curiosity | Story
• Low Conversion Rate? Fix These 6 Elements. – Self-Interest | Story
• Are you missing one of these FIVE steps? – Curiosity
• Copy and paste these 72 headlines [Last Chance] – Offer | Self-Interest
• How to craft a winning 3-part followup series – Self-Interest
• 32 split testing ideas – Self-Interest
• Less _______ = More Sales [SURVEY] – Curiosity
• [Template] Create engaging Facebook images – Offer | Self-Interest
• No blog comments? – Curiosity

• Download this Social Media Swipe File (PDF) – Offer | Self-Interest
• Presenting: “Funnel 2.0” – Curiosity
• 321% higher conversions using THIS… – Curiosity | Story
• This guy makes 6 figures per month? – Social Proof | Curiosity
• Amazon app cherry-picks hottest products for you… – Self-Interest | Curiosity
• Unlimited penny traffic… – Curiosity | Self-Interest
• My Twitter Ads Cheat Sheet – Self-Interest
• Still haven’t launched your funnel? – Curiosity
• Our top Facebook ad campaigns – Curiosity
• “Borrow” all my checklists… – Offer | Curiosity
• SEO is dying (a slow and painful death)… – News | Curiosity
• ☠ This is rated aaarrrgh! (details inside) – Curiosity
• Does your marketing smell funny? – Curiosity
• Do you HATE money? – Curiosity
• (time sensitive) Last night’s Funnel training… – Urgency
• [Case Study] $188,674 from a dead list – Social Proof | Self-Interest
• [ONLY $7] My “cheap traffic” plan – Self-Interest
• Get More Email Newsletter Clicks – Self-Interest
• Reduce shopping cart abandonment – Self-Interest
• Create opt-in pages that convert like crazy – Self-Interest
• My Facebook retargeting plan – Self-Interest
• This gets my highest recommendation – Curiosity
• Better than Facebook? – Curiosity
• 28,507 leads in 45 days – Self-Interest | Social Proof
• A slick mobile lead gen funnel – Self-Interest
• The Machine is LIVE… here’s your link – Curiosity
• Pounce on these shifts in digital marketing – Curiosity | Self-Interest
• Uncomplicate your analytics – Self-Interest
• I do THIS for traffic… – Curiosity

‘13
THE TOP 10 EMAIL
SUBJECT LINES
OF 2013...
2013 | 53
10
To:
Subject:
Breaking News…
• Product: Black Friday Webinar

• Open Rate: 7.6%
• Analysis: This subject line promises that the reader will find something
timely and unknown if they open up.
9
To:
Subject:
Facebook traffic is dead?
• Product: Facebook Ad Power

• Open Rate: 7.6%
• Analysis: This subject line creates plays on a reader’s self-interest—
particularly those that are using or are considering using Facebook for
business.

8
To:
Subject:
Everybody’s waiting for you…
• Product: Funnel Webinar

• Open Rate: 7.7%
• Analysis: This is a clever way to use urgency in an email subject line.
This email was sent a couple of minutes after we started the webinar it
was promoting.
7
To:
Subject:
Kindle bestseller in 4 days?

• Open Rate: 7.8%
• Analysis: This subject line promises a benefit in a short amount of
time—a good example of a self-interest subject line.

6
To:
Subject:
Watch live? From anywhere?
• Product: Traffic & Conversion Summit (Event)

• Open Rate: 8.0%
• Analysis: This subject line creates curiosity. It creates the following
question in the reader’s mind: “Watch what from anywhere?”
5
To:
Subject:
Facebook closing down?

• Open Rate: 8.0%
• Analysis: This is a curiosity subject line that implies that something of
self-interest to the reader might be going away.

4
To:
Subject:
I feel kinda sorry for you…

• Open Rate: 8.2%
• Analysis: This subject line plays on the reader’s ego and creates
curiosity.
3
To:
Subject:
How to scale your business
• Product: The Amazing Selling Machine

• Open Rate: 9.5%
• Analysis: This is a clear and direct self-interest subject-line.

2
To:
Subject:
Good news for people who love bad news…

• Open Rate: 9.6%
• Analysis: This one creates curiosity through a cute and clever use of
word play.
1
To:
Subject:
Can’t Make The Trip?

• Open Rate: 9.8%
• Analysis: This curiosity subject line asks a question.

2013 So that’s the Top 10. BUT
THERE ARE
MORE… HERE ARE THE NEXT 90
EMAIL SUBJECT LINES THAT ENJOYED
THE HIGHEST OPEN RATES.
• Your funnel is broken… – Self Interest

• [New Video] 1,000,000 customers in 11 months? We have proof. – News | Self-
Interest
• Need my help? – Self Interest | Curiosity
• Ahhh, San Diego! Spanish for… – Curiosity
• I LOVE this little Facebook tool! – Self Interest
• [URGENT] Emergency Gmail Webinar Tomorrow, 7/24! – Urgency | News
• The Story of “The Vagabonds” – Story | Curiosity
• My favorite market research tool – Self Interest
• Get your business funded in 2014 [Case Study] – News | Self-Interest
• Copy & paste this $10 million business… – Self Interest
• (time sensitive) Last night’s Funnel training… – Urgency
• The Ultimate Facebook “Cheat Sheet” – Self Interest
• Create your own digital magazine (no iPhone/iPad required) – Self-Interest
• Will this KILL your business in 2014? – Curiosity | News | Self-Interest
• Questions about War Room? – Self Interest
• [TONIGHT] My proven funnel system revealed… – Urgency |Self-Interest
• [Last Chance] Create the perfect funnel… – Urgency | Self-Interest
• [PROOF] How to get 10 cent email leads from Facebook… – Self Interest
• [Free Book] The $10 million discovery (limited) – Self Interest | News | Scarcity
• Boost your email clickthroughs by 200% – Self Interest
• No more discounts on T&C! – Self Interest | Scarcity
• Facebook sucks – Curiosity
• [FLASH SALE] This is how we get traffic from Amazon – Urgency | Self-Interest
• [Open NOW] The Digital Publishing Blueprint is LIVE! – News | Self-Interest
• The Perfect Webinar Funnel – Self Interest
• Tim Ferriss says “Hi” – Social Proof
• Pulling FBAdpower DOWN… – Scarcity

• LAST CHANCE for Livestreaming… – Urgency
• New site and new sales in 3 days or less?! – Self Interest
• 1 cent CLICKS?! (open up)… – Self Interest | Curiosity
• I hope they’re not mad… – Curiosity
• [Closing Tomorrow] Don’t get shut out… again! – Urgency
• Good News… Your 1st sale in 3 days… – Self Interest
• How I get dirt-cheap, high-quality traffic… – Self Interest
• [FINAL PLAYING] Emergency Gmail Webinar! – Urgency | News
• Will 2014 be better than 2013? – Curiosity | News
• T&C CLOSING! Only 61 spots left! – Scarcity
• Facebook “panic” is great news for you… – News | Self-Interest
• [CLOSING TONIGHT] T&C tickets GONE tonight… – Scarcity
• [JUST RELEASED] More T&C Tickets Available… – News | Urgency
• Software cherry-picks the hottest leads for you… – Self-Interest
• Free 68 page book Interview With A Mega-Bestseller – Self-Interest
• [FLASH SALE] Get targeted FB leads for dirt cheap… – Urgency | Self-Interest
• [Finally] Get this Proven Digital Marketing Blueprint – Self Interest | News
• 85% sale ends today – Urgency
• You an Amazon Bestseller? – Self-Interest
• Last chance – T&C Closing at Midnight TONIGHT! – Urgency
• Important letter for you – Curiosity
• [NEWS] EmailWorld 2013 Sept. 24th and 25th in San Diego, CA – News
• Announced 306% increase in FB traffic? – News | Self-Interest
• Facebook OWNS Google… – Curiosity
• [Almost Gone] New T&C Tickets going fast… – Scarcity
• [IMPORTANT] Gmail Webinar TODAY! – Urgency
• Only open if your business will do at least 7-figures this year… – Curiosity | Self-
Interest
• Apple Newsstand training is CLOSING – Urgency
• FW: Did you miss this yesterday? – Curiosity
• Merry Christmas to You! – Humanity
• Can I help you build your sales funnel? – Self Interest
• “Panda” update for Facebook? – Curiosity | News
• Press Releases More Powerful Than Ever? – News | Curiosity

• Last chance for Apple Newsstand training [FREE RESOURCE] – Urgency | Self-
Interest
• Interact with the industry’s brightest minds at the QuickSprout Forum – Self-
Interest
• You on Facebook? – Curiosity
• Turn Ideas into Million-Dollar Products – Self-Interest
• 100,000 unique visitors PER MONTH… – Self-Interest
• The “Mystery Man” Behind 500 Product Launches… – Curiosity | News
• This 1 “weird trick” is worth the trip – Curiosity | Self-Interest
• Arrested for printing money? – Curiosity | News
• Can we meet in San Diego? – Curiosity | Self-Interest
• Bad news and good news… – Curiosity | News
• T&C is selling out! Only 32 seats left! – Scarcity
• Ex-construction worker earns $309/day with… – Story | News
• This Free book changed my business… – Curiosity | Self-Interest
• The free books are all gone… – Curiosity | Scarcity
• [NEWS] 5th Annual Traffic & Conversion Summit OPEN – News
• [80% Discount] Game-changing software… – Self-Interest
• Content idea generator [Free Resource 1 of 3] – Self-Interest
• [RESULTS] My Facebook Case Study – Self-Interest | News
• THIS Increased Conversions 24%?!? – Self-Interest | News
• FINAL NOTICE: Only 11 seats left! – Scarcity
• Only 187 free copies of Frank’s book left… – Scarcity
• No list & NO partners = sales in 3 days?! – Self-Interest | Curiosity
• Your “On Demand” bootcamp replay… – Self-Interest
• Happy Thanksgiving! – Humanity
• How I “busted-up” Google’s monopoly… – Curiosity | News
• [SPOOKY NOTICE] 82% off T&C Tickets (CLOSING 24 hours) – Urgency
• Your DEADline is tonight! 82% off dies at midnight… – Urgency
• If I had to start all over again… – Story
• Wanna pick an $80 Million brain… – Curiosity | Self-Interest
• [REVEALED] Turn Likes into email subscribers fast… – News | Self-Interest

ETC.
EXTRA
RESOURCES
Extra Resources | 62
2018 7 TOP-NOTCH SUBJECT LINES
PULLED FROM THE VAULT (MY
SWIPE FILE)
Now that we’ve looked at our best email subject lines of 2018, it’s time to
look at the subject lines I’ve swiped from other companies. The senders on
this list include businesses working in marketing, financial SaaS products,
thought leadership, membership products, and ecommerce. Let’s get
started, and work our way to number 1.
7
To:
Subject:
(Last Minute) This Ugly Email Funnel
Generated $300k
• Sender: Market Hero

• Analysis: This one feels like a lot of marketing emails I get—there’s a
dollar amount and a marketing strategy dangled in front of you. These
are staples because they work, nothing wrong there. BUT what really
stands out to me here is the clever twist on urgency/scarcity. This
email creates the same sensation of a “Last Chance” without relying on
that somewhat overused turn of phrase. Finding a unique turn of phrase
to revitalize one of our core components is subject line dynamite.
2018: 7 Top-Notch Subject Lines | 63

6
To:
Subject:
You deserve the best (here’s what that looks
like)
• Sender: LeaderBox
• Analysis: This subject line is great because it hooks your attention with
a truth you already know. You deserve the best, of course! Hard to
argue with. And it really kicks into high gear when it builds on that idea
you’ve already accepted, by offering definition to what is likely a very
loosely defined concept. All you have to do to get the best is let the
email body define it for you. Self-interest plus curiosity nabs the email
open once again.
5
To:
Subject:
We’re trading wine for answers. You in?
• Sender: Winc
• Analysis: Something for nothing is always an intriguing offer. But in
a world overloaded with marketing messages, we often filter “too
good to be true” messaging out. This subject line gets around that by
pitching a real exchange. But email recipients know they’re making out
like bandits in this deal, and are only too happy to oblige.

4
To:
Subject:
Calling all lazy (smart) business owners
• Sender: Social Panda

• Analysis: I love this subject line! Not because I’m a lazy business owner,
but because of the cognitive dissonance it inspires. The idea that lazy
= smart is not one our brains are wired to accept, so in order to resolve
this tension, recipients need to open up and read the email.
3
To:
Subject:
Why YouTube Stars Are More Influential
Than Traditional Celebrities
• Sender: Think with Google

• Analysis: Think with Google often relies on their “Google” clout
rather than inbox creativity. But this is a highly effective subject line
that reveals a great formula you can use. Take something new and
compare it to something familiar to anchor the concept. Here, Google
takes YouTube stars, emerging public figures from their platform, and
juxtaposes them with something familiar, traditional celebrities on an
axis I care about as a marketer—influence. This helps audiences to
engage with new concepts that don’t stop the scroll on their own.

2
To:
Subject:
RE: details on your future order
• Sender: Torrid
• Analysis: A friend shared this one with me, but it quickly made its way
to the top of my list. The RE: prefix is always eye-catching in the inbox
because it usually accompanies emails from people, not brands. But
the real winner here is pairing ‘details’ with the phrase “future order.”
A bit cocky, sure. But our brains are always monitoring our outstanding
dopamine boosts—I mean, purchases. This leverages that unconscious
awareness and likely created a few “present orders.”
1
To:
Subject:
Official Notice: Your refund is waiting
• Sender: TurboTax Online

• Analysis: Talk about leading with benefits! Tax season is no one’s
favorite time of the year because the focus is always around obligation
and the steady approach of April 15th. But TurboTax flips the script,
enticing their email list with the shiny golden ticket at the end. The
word “Official” also grants a strong sense of authority to the message.

2016 5 FREE TOOLS YOU CAN USE
TO AMPLIFY YOUR EMAIL
MARKETING
And now that we’ve looked at our best email subject lines of 2016, I want
to hand you a several free resources you can use to improve email open
rates, click-through rates, and even deliverability rates!
1 A/B Significance Tester

Split testing is one of the best ways to figure out not just what works in
email marketing, but what works for your audience. You could read a
dozen articles on email tips and tricks but at the end of the day, what you
need to know is what the subscribers who have opted in for your materials
are interested in.
Unfortunately, when dealing with split testing large audiences, it’s

sometimes hard to get a sense of what actually worked. That’s why it’s so
important to see if your results are statistically significant—basically, how
likely is it that if you ran the test again, you’d get the same results.
I’ve used this free resource from Kissmetrics for more than two years
because it’s simple, free, and easy to use to get a read of whether or not
your split test results matter.
2 Bulletproof Email Buttons

Responsive buttons are a great way to make the CTAs in your email copy
stand out.
In fact, in last year’s subject line roundup, I talked about how

DigitalMarketer saw some amazing results from buttons in emails—a 38%
higher earning per click for emails with buttons.
2016: 5 Free Tools | 67

But if you aren’t a coder, you’ll need some other resource to help simplify
creating these—otherwise, you run the risk of screwing up your email
templates or breaking your links.
Luckily, Campaign Monitor has an awesome free solution for creating

buttons of all shapes, sizes, and colors. With this tool, creating a button is
easy and doesn’t require any special knowledge of CSS or HTML.
A pro tip for slightly more advanced users: you can easily increase the
font size as well by changing the value for “font-size” from 13 pixels to
whatever your heart (or email template) desires.
3 GifRocket
This one’s for Mac users only, but boy is it a doozy. If you’ve ever seen an
email with a “video” in it, most likely it was actually an email leveraging
GIFs. GIFs are graphics that store and show a series of images, creating an
experience similar to a short video.
For most people, making GIFs requires finding a graphic artist or hiring out
the task on Fiverr or TaskRabbit, a slow and often painful process.
But with GifRocket, anyone with a Mac and a video can create their very
own GIFs.
Combining this software with your smartphone camera can create some
magical moments, no technical skill required. All you need is a dash of
imagination!
2016: 5 Free Tools | 68

4 Headline Analyzer
If you just can’t quite decide if a subject line you wrote is good enough,
maybe you need to test it out “in the lab.”
CoSchedule created a free tool that helps you evaluate the efficacy of your
headlines. All you need to do is post your headline in their analyzer and
they will give you a score for how well you did, and how likely the headline
is to get your audience clicking.
The program identifies what kinds of words are used and how effective
they are at evoking an emotional response, or how eye-catching and
“powerful” they are.
Feel free to take their advice with a grain of salt—I tend to find them
overly critical of short subject lines which have been shown to work well.
But it’s a great resource if you’re looking for a second opinion.
5 Sender Score
This one’s a bit technical but is a must-use resource for anyone wanting to
make the most of their email marketing.
Do you feel like your emails don’t make it to the inbox as often as they
should?
The IP you use to send emails may have a bad reputation, literally.
With Sender Score, you can see the sender reputation that your emails
have, and figure out what mailbox providers like Google think of your
mails. This free tool from ReturnPath is a great way to keep an eye on the
more technical elements of your email marketing.
After all, with poor delivery, even the best subject line isn’t going to get
many opens. So go sign up for a free account and remember to keep an
eye on your score.
2016: 5 Free Tools | 69

2015 SHOULD YOU TEST THAT?
Now that you have our best subject lines of the year, you should be ready
to up your own game and start sending some emails.
We’re going to give you just a little bit more information to help you get
an extra bump…
Here are our three top performing email split tests of 2015.
1 Highlighting a Pain in the Subject Line

Open rate can lie about performance.
That doesn’t mean that you shouldn’t look at the metric because you
definitely should. It’s one of your top four email metrics to watch, along
with click-through rate, unsubscribe rate, and earnings per click (EPC).
But here’s a great split test that shows why you can judge a campaign by a
single metric.
We ran this subject line split test in March of this year. These were the two
subject lines.
The “Little _______ = big sales [QUIZ]” beat out the other one, but the
results weren’t significant. So at first glance, the test was a wash. However,
on closer examination, the subject line “This is why your prospects aren’t
buying” actually had more clicks.
A LOT more.
2015: Should You Test That? | 70
We saw a statistically significant lift of 18% in click-throughs for the second
subject line. The reason? The other headline pre-qualified openers by
highlighting a pain they were feeling in their business.
That’s one of the risks with curiosity headlines—they drive more opens
but people don’t know what they are getting into when they open. So for
more complex or expensive offers, direct and pain-based subject lines can
produce better results. Don’t overdo it on the doom and gloom though; a
little bit of negativity goes a long way and too much can turn subscribers
off your emails.
2 Use CSS Buttons in Your Email

Setting yourself up for mobile wins has never been more important, as
more and more people are using their mobile devices to read email,
browse the web and make purchases.
Because of this trend, we decided to experiment with CSS buttons during

our Black Friday promotion. We tested emails using buttons for the CTA
against emails using just text hyperlinks, which had been our standard
practice.
Here’s a glance at what each one looked like:

We figured the button would win, but we had no idea how incredible the
results would be. The email with buttons had a 22% higher click through
rate, no small feat and definitely a sign that this test was a winner.
But that’s not the mind-blowing part of the results.
We also compared the performance and found that the earnings per click,
the amount of money we made for every person who clicked through the
email, was 38% higher for the email with CSS buttons.
3 Use Unicode Symbols to Highlight Emails

We’ve said it before, but we’ll say it again–using Unicode symbols in your
subject line is a great way to generate a bump in opens.
These symbols are the little pictures that show up in your inbox, including
☼,★,☂, and ①. Since Unicode symbols are coded in computer systems
like alphabet characters and numbers, they can be displayed on multiple
browsers and devices.
Across all kinds of topics and subject lines, we’ve found that Unicode
symbols produce a consistent 8% bump in email opens. So these can be
a great way to squeeze everything you can out of a big promotion or help
push visitors to a particularly strong blog post.

2014 THE TOP 10 WORST EMAIL
SUBJECT LINES OF 2014
We’re also sharing our top 10 worst emails of 2014 and picking them apart
to find why exactly they didn’t work.
For these, we looked at emails with the highest unsubscribe to open ratio.
Not only did these miss the mark, they drove our audience away! We’re
going to work backward, starting with the 10th most unpopular email.
10
To:
Subject:
[85% Discount GONE] Blog launch
“checklist on steroids” price increasing…
• Promotion: Blog Launch EP

• Promotion Type: Execution Plan
• Unsubscribes / Opens: 1.78%
• Analysis: This subject line is trying to do too much at once. The
framing of the price increase is presented as both a disappearing
discount and a price increase. While these mean the same thing, it can
be a little confusing and makes the subject line too long. Sticking with
short, sweet, and clear is best.
2014: Worst Subject Lines | 74

9
To:
Subject:
Last chance to be a whale…
• Promotion: The Whale Method

• Promotion Type: Course/Information Product
• Analysis: This curiosity subject line is cute, but it’s a little too cute.
We’ve found that trying to be too clever or funny with subject lines
often hurts an email’s performance. This varies by industry, but for
educational authorities, it tends to hurt performance.
8
To:
Subject:
321% higher conversions using THIS…
• Promotion: Video Sales Letter Formula

• Analysis: This subject line isn’t terrible – it combines curiosity with self-
interest and makes an exciting promise. So I looked at the body as well.
A key issue was that the body was even more blind than the subject line
– the promise got lost in the open.

7
To:
Subject:
uh oh
• Promotion: Napkin Project

• Analysis: This is a great example of a curiosity subject line that
completely misses the mark. It’s too vague and sets a negative tone.
Be very careful when using curiosity subject lines, especially when you
don’t mix them with other elements.
6
To:
Subject:
3-Part Followup Series [Download]
• Promotion: Native Ads Academy

• Analysis: One of the big issues with this email was that it didn’t explain
exactly what kind of follow-up series was being offered. By not giving
the audience enough information, those who opened it and weren’t
interested in an email follow-up series were turned off.

5
To:
Subject:
Free traffic SUCKS!
• Promotion: Whale Method

• Analysis: This subject line strikes a negative tone right off the bat.
While that can be very effective way to get opens, it also sets audience
members up to feel frustrated. When you go negative, it’s important to
really focus on putting a positive spin in the email body.
4
To:
Subject:
43% discount GONE at midnight…
• Promotion: Video Sales Letter Formula

• Analysis: This subject line isn’t particularly bad on its own—it combines
curiosity and urgency, which is often very effective. However, the subject
line is nearly identical to the one sent the day before. Using the same
elements in a subject line two days in a row can make your emails seem
stale and leave your audience bored. And bored audiences become
unengaged very quickly.

3
To:
Subject:
This sucks, you lose…
• Promotion: Whale Method

• Analysis: Another example of a negative curiosity-based subject line.
It has a similar issue to the other one—it didn’t spin the tone of the
communication enough and left readers with a bad taste in their mouth,
leading to a high unsubscribe rate.
2
To:
Subject:
[GONE TONIGHT] Native Ads training OVER
at MIDNIGHT

• Analysis: This subject line is a little too urgent—overdoing capitalization
in the subject line can feel like shouting. And no one wants their email
inbox to yell at them. Capitalization is a great way to draw attention but
works best in small doses.

1
To:
Subject:
C’mon – everybody’s waiting for you…

• Promotion Type: Course/Information
• Analysis: This email actually had one of our top 100 email subject lines,
but it’s a great example of the double-edged sword of curiosity hooks.
The email went to audience members not already planning to attend a
webinar. This subject line puts some pressure on the reader which, for
those clearly not interested in the webinar, is an, unfortunately, effective
way to drive them off your email list.

Subject Line: The Ultimate Email

Uploaded by

Subject Line: The Ultimate Email

Uploaded by

THE ULTIMATE EMAIL

DigitalMarketer combines the largest community of

We’re on a mission to double the size of 10,000

Drive more traffic, produce stellar content, write emails

If you like what you see, you can create a free

Self-interest subject lines also help pre-qualify openers by giving them a

So does your email list.

When you are giving something away or selling something your

READY FOR THE SUBJECT LINES?

• Content: Blog Post

• Content: Blog Post

2018: Top 10 Subject Lines | 8

• Content: Mastery Course (Copywriting)

• Content: Blog Post

2018: Top 10 Subject Lines | 9

• Content: Blog Post

• Content: Blog Post

2018: Top 10 Subject Lines | 10

• Content: Mastery Course (Email Marketing)

• Content: DigitalMarketer Lab+

2018: Top 10 Subject Lines | 11

• Content: Blog Post

• Content: Product Catalog Flash Sale

2018: Top 10 Subject Lines | 12

• That’s A LOT of Adult Beverages 🍸 ­– Curiosity

2018: 91 More Subject Lines | 13

2018: 91 More Subject Lines | 14

2018: 91 More Subject Lines | 15

2018: 91 More Subject Lines | 16

• Content: Launch a Podcast Execution Plan Flash Sale

• Content: Free Video Training

2017: Top 10 Subject Lines | 18

• Content: Intensive Workshop

• Content: Blog Post

2017: Top 10 Subject Lines | 19

• Content: Intensive Workshop (Perfect Offer)

• Content: Blog Post

2017: Top 10 Subject Lines | 20

⚠ Your private invitation expires tomorrow

• Content: Intensive Workshop (PSS)

• Content: Blog Post

2017: Top 10 Subject Lines | 21

• Content: Blog Post

• Content: T&C Livestream

2017: Top 10 Subject Lines | 22

• Convince your boss to send you to T&C! – Self-Interest

2017: 91 More Subject Lines | 23

2017: 91 More Subject Lines | 24

2017: 91 More Subject Lines | 25

• Content: Blog Post

• Content: Invisible Selling Machine

2016: Top 10 Subject Lines | 27

• Content: Blog Post

• Content: Blog Post

2016: Top 10 Subject Lines | 28

• Content: Blog Post

• Content: Black Friday Bootcamp

2016: Top 10 Subject Lines | 29

• Content: Blog Post

• Content: The Machine

2016: Top 10 Subject Lines | 30

• Content: Blog Post

• Content: Blog Post

2016: Top 10 Subject Lines | 31

• Facebook’s New Pixel: What You Need to Know – News | Self-Interest

2016: 90 More Subject Lines | 32

2016: 90 More Subject Lines | 33

2015: Top 10 Subject Lines | 35

• Content: The Choose Yourself Guide to Wealth (James Altucher’s

• Content: Blog Post

2015: Top 10 Subject Lines | 36

• Content: Blog Post

• Content: Blog Post

2015: Top 10 Subject Lines | 37

• Content: Blog Post

• Content: Blog Post

• That’s A LOT of Adult Beverages 🍸 – Curiosity