You can write the best follow-up email in the world, but if the subject line does not earn the open, nobody reads it. The good news is that subject lines follow patterns, and you can learn a handful of them in one sitting. This post gives you seven formulas to use in your lead magnet sequence, plus a way to get AI to do the first round of drafting.
If you have not set up your sequence yet, start with From Lead Magnet to First Sale: A Simple 3-Email Follow-Up Sequence. The formulas below slot straight into those three emails.
The 7 formulas
- The direct delivery: “Your [lead magnet name] is inside.” Perfect for email one, because people want to know the thing they asked for has arrived.
- The simple question: “Quick question about your [goal]?” Questions invite curiosity and replies.
- The specific benefit: “How to [result] in [short time].” Clear and concrete beats clever.
- The common mistake: “The mistake most beginners make with [topic].” It works well for email two, where you teach one useful thing.
- The short and plain: “One thing before you start.” Short subject lines look personal, like a note from a friend.
- The story opener: “I almost gave up on this.” A hint of a personal story makes people want to know the rest.
- The soft offer: “The shortcut I promised.” Use this for email three, once you have built some trust.
Rules that keep subject lines honest
- The email must deliver what the subject promises. Clickbait costs you trust and unsubscribes.
- Aim for around 40 characters or fewer, so it is not cut off on a phone.
- Skip all caps, lots of exclamation marks, and spammy words like “FREE!!!” or “act now.”
- Write for one person, using “you” rather than “everyone.”
Using AI to generate options
Ask AI for many options, then choose and edit the best. A prompt like this works well:
Write 10 subject lines for an email to new subscribers who just downloaded [lead magnet]. The email’s goal is [goal]. Use a friendly, plain tone, keep each under 45 characters, and avoid hype and spammy words.
Then read your favourites out loud. Keep the ones that sound like something you would actually say, and discard anything that feels like an advert.
Test one thing at a time
Most email tools let you send two subject lines to a small portion of your list and then send the winner to the rest. If your list is still tiny, simply compare open rates between emails over a few weeks. Change one thing at a time so you know what made the difference.
Your next step
Pick one formula for each of your three emails, write two options for each, and choose the one you would open yourself. If you still need a lead magnet to attach this to, see How to Build Your First Lead Magnet for an AI Side Hustle.
Want a simple place to start? Get the free guide: 10 Simple Methods Anyone Can Use to Start Earning Online.
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