First impressions are EVERYTHING.
If your subject line flops, it doesn’t matter how good your offer is.
No one will see it.
On this TBT, Jay and I go all the way back to Bathroom Break #5 to break down 5 subject line secrets that actually get clicks. Be sure to tune in every Monday.
Let’s get into it:
1️⃣. First Name Personalization Is Lazy Marketing.
Jay’s Take: "When we talk about personalization, the subject line, the thing that has gone into the garbage can is using first name personalization. If you think you're personalizing an email, that was 1984. That doesn't do it anymore.”
Adding {first_name} to a subject line doesn’t make your email feel personal.
It makes it feel automated.
People aren’t impressed by seeing their name.
They’re impressed when it feels like the email was actually written FOR THEM.
Takeaway: Stop personalizing with names. Start personalizing with insight.
Mention their role. Reference their pain. Match the message to what they care about.
That’s what gets the open. And the reply.
2️⃣. Ellipses Are Your Friend...
My Take: ”1 thing that we do is give half a subject line and put ... at the end. That is a way to just spark interest from your audience but it also opens up really well because people are always interested in 'what is it they're trying to say?'”
Sometimes a good subject line isn’t a physiological hack or big brained play.
Those 3 little dots can put in a lot of work.
Takeaway: If you’re reading this right now, the ellipses worked on you.
And if they worked on you, a Marketer, then they’ll work even better on your customers.
3️⃣. Use a Number. Seriously.
Jay’s Take: “Actually starting with just a number will lift your open rates on emails by over 15% because what you wanna do is stand out immediately.”
You want to stop the scroll? Start with a number.
It doesn’t matter if it’s 3 tips, 7 mistakes, or 5 trends...numbers create structure and spark curiosity.
Jay says just STARTING your subject line with a number gives you a major open rate lift.
Not buried in the middle. Not at the end. Right up front.
Takeaway: Put a number at the front of your subject line.
It anchors the value, makes the message feel specific, and gets your email opened.
3 is better than “this.” 7 is better than “some.”
Use numbers or get ignored.
4️⃣. Make The Pain Points Your Main Points
My Take: “It all comes back to understanding your audience. A powerful way to personalize isn’t just by job title or location, but by tapping into their pain points
If you're talking to Marketers, reference something they actually deal with like ‘make the logo bigger’ or ‘add UTM links to everything.’
These inside jokes or daily frustrations make people feel seen.”
This is what makes a subject line feel personal. Not using someone’s name, but calling out the exact thing they’re tired of dealing with.
If you’re writing to Marketers, talk about Marketers.
The chaos. The internal battles. The stuff they complain about in Slack.
That’s how you earn the open. Because you made it feel like the email was written by someone who gets it.
Takeaway: The fastest way to connect is to call out something your audience is too tired to explain.
Lead with the pain they’re already feeling.
Make them nod before they even open.
That’s how you get the click. And the trust.
5️⃣. Stop Sending When Everyone Else Sends.
Jay’s Take: “When does everyone send email? Tuesday at 9:00 AM. Which is why you shouldn’t. You want to avoid the clutter. Try Sunday night. Try 2:22 PM. Test weird times. That’s how you stand out.”
Everyone’s chasing “best practices” like Tuesday at 9 AM.
But in the episode, Jay and I both agreed. Best practices usually just mean inbox overload.
Some of my best-performing sends have gone out at totally unexpected times.
Late Friday. Sunday night. Middle of the afternoon. Less competition = more attention.
Takeaway:
Don’t follow the crowd. Escape it.
Test send times that feel wrong.That’s when you show up alone. And get seen.
