As an email marketer, you (hopefully) know that the subject line is one of the most important parts of a marketing email, despite it being one of the smallest parts of it. You probably even know its significance after the workday is done, as you scroll through your personal inbox, checking the “move to trash” boxes for emails that do not appeal to you. It’s a fairly popular trend for companies to use cryptic subject lines in their emails – the ones that don’t quite give it away from the start. Do these subject lines pique your interest?
In this brief article, we’ll discuss whether such subject lines work and whether it makes sense for your company to follow this trend. Let’s get on with the subject!
What is a Cryptic Subject Line?
Ambiguous, vague, veiled, incomprehensible, mysterious, strange… These are synonyms for the word “cryptic” and their essence conveys the nature of these subject lines quite well. A cryptic subject line teases the reader with an intriguing hint or mystery, without giving away the full details of the content. Instead of a straightforward description like “50% off your next purchase,” a cryptic subject line might read something like “The secret you’ve been waiting for…” or “Ready for something unexpected?“.
The goal of a cryptic subject line is to pique curiosity, prompting recipients to open the email to uncover what it’s all about.
Why Use Cryptic Subject Lines?
Creating curiosity is what marketing is all about, and the hope of getting the customer to open a marketing email is why using these mysterious subject lines is so popular amongst marketers. Let’s review the main advantages of using these subject lines.
- Intrigue and Curiosity: Human beings are naturally curious creatures. When we encounter something mysterious or unknown, we are more likely to want to uncover the answer. Cryptic subject lines tap into this primal curiosity, which can significantly increase your open rates.
- Stand Out in Crowded Inboxes: Most email subject lines are fairly predictable and often mundane. By using a cryptic approach, you differentiate yourself from the competition and capture the attention of recipients who might otherwise have ignored your email.
- Build Anticipation: Cryptic subject lines can create a sense of anticipation and excitement. Whether you’re teasing a big reveal, a limited-time offer, or exclusive content, a well-crafted mysterious subject line can make readers eager to find out more.
The Dos and Don’ts of Crafting a Cryptic Subject Line
☑️ DO: Keep It Relevant
While mystery is key, you don’t want your audience to feel misled or confused. The subject line should be aligned with the content of the email, so when recipients open it, they feel the subject line was an appropriate lead-in. For example, if you’re offering a surprise discount, something like “This offer will change everything…” might be a great choice, but make sure the content follows through.
✖️ DON’T: Overdo the Mystery
A cryptic subject line should evoke curiosity, but it should never cross the line into being frustrating or too obscure. You should be aware of your audience’s existing curiosity gap, which is the difference between what the customer already knows and what they need or want to know.
If your email subject line is so vague that the recipient has no idea what they’re going to get, you risk having them skip the email entirely, maybe even report it as spam which will harm your sender reputation. Don’t make it so cryptic that it becomes a riddle that’s impossible to solve.
☑️ DO: Keep It Short and Sweet
As with any subject line, briefness is important. Cryptic subject lines should be concise and impactful. Aim for 5-7 words that leave enough room to intrigue without overwhelming the reader with information. We’re pretty sure that you wouldn’t want to start reading a long and complicated sentence while quickly reviewing your email inbox – it’s not the time and place for that.
✖️ DON’T: Mislead or Promise the Impossible
Mystery should be used to tease, not deceive. If your subject line promises something it doesn’t deliver, then you’ve gone against ethical email marketing and your audience will quickly lose trust in your emails. Always ensure that the content of your email aligns with the subject line’s promise.
☑️ DO: Use Personalization
Adding a personalized element to your cryptic subject line can increase its effectiveness. Try incorporating the recipient’s name or other personalization tactics to make the mystery feel more relevant and engaging. For example, “Ready for what discount comes next, [First Name]?” can spark intrigue in a way that feels more direct and personal.
PS – just look at how that example promises a discount yet still leaves a little mystery to the details of it!
Examples of Effective Cryptic Subject Lines
- “You won’t believe what’s inside…“
- “This is not a drill, it’s the full lesson of [general topic of educational material or webinar]“
- “One thing you need to know about [general topic]“
- “A very sweet (and savory) surprise awaits you…”
- “Don’t open unless you’re ready for design inspiration!”
Each of these subject lines offers just enough to spark curiosity while withholding the full story, which motivates the reader to open the email and learn more about the questions they now have in mind.
They are giving me important guidance on a topic I’m interested in, but in what form?
They are offering me some sort of discount on their delicious menu, but how exactly?
These subject lines encourage the recipient to seek answers.
When to Use Cryptic Subject Lines
Cryptic subject lines work particularly well in situations where you want to generate excitement or create a sense of urgency without revealing too much upfront. Remember that the main suggestion is to use this style when you really have something good to offer people because disappointment after arousing curiosity significantly increases the likelihood that they will not open your emails again. Here are a few scenarios where cryptic subject lines might be most effective:
- Product Launches: Teasing an upcoming product or service can create buzz without spoiling the surprise.
- Exclusive Offers: Use a cryptic subject line to entice readers into opening an email with an exclusive deal or promotion.
- Event Invitations: When inviting customers to a special event, a mysterious subject line can create anticipation and intrigue.
- Content Teasers: If you’re offering premium content (e.g., an ebook or report), a cryptic subject line can make the reader curious enough to want to access the content.
Make Use of the Preheader Option
When done wrong, cryptic subject lines can sometimes leave your audience guessing about the email’s purpose. This is where the preheader becomes a valuable asset. The preheader is a secondary line of text that appears right after the subject line. It’s useful, as it offers you an opportunity to provide additional context or clarification. When you combine your intriguing subject line with a clear preheader, you can guide readers to understand why opening your email is worth their time.
If your subject line leaves questions unanswered, use the preheader to explain the perks or key information of your email. Using both, you can benefit from the mysterious subject line attracting attention, while the explanatory preheader creates motivation.
Here are some examples:
1. Limited-Time Offer (Sales/Promotions)
- Subject Line: “The Clock is Ticking… ⏱“
- Preheader: “Don’t miss out—only 24 hours left to grab 30% off your favorites.”
Why it works: The subject line creates a sense of urgency, which naturally sparks curiosity, while the preheader clearly explains the promotion and the limited-time nature of the offer.
2. Event Invitation (Webinars/Conferences)
- Subject Line: “Ready for the Next Big Thing?”
- Preheader: “RSVP for an exclusive webinar to discover the future of marketing trends!”
Why it works: The subject line hints at something exciting and new, which intrigues the reader. The preheader then clarifies that it’s an event and prompts immediate action.
3. Product Launch
- Subject Line: “🥁 Something New is Here…”
- Preheader: “Be the first to experience our latest innovation – preorder [product] to get exclusive perks.”
Why it works: The cryptic subject line generates intrigue, while the preheader offers clarity and a chance to act on an exclusive opportunity.
4. Customer Appreciation (Loyalty Program/Thank You)
- Subject Line: “You Deserve This…”
- Preheader: “As a thank you for being a loyal customer, we’ve got an exclusive discount for you ❤️”
Why it works: The subject line feels personal and intriguing, and the preheader clarifies that the email is part of a loyalty initiative with a reward. Who could say no to that?
5. Abandoned Cart Reminder
- Subject Line: “Did You Forget Something?”
- Preheader: “Your cart is waiting, with a 10% discount only today.”
Why it works: The subject line prompts curiosity and nudges the reader to wonder what they may have missed. The preheader explains the context and motivates with a clear bonus.
The Bottom Line of the Subject Line
Cryptic subject lines can be a powerful tool in your email marketing toolkit. They spark curiosity, stand out in crowded inboxes, and encourage recipients to engage with your content. However, it’s important to strike the right balance between mystery and clarity – tease but not deceive. When done right, a cryptic subject line can help boost open rates and increase the effectiveness of your email campaigns.
So, next time you’re writing your subject lines, consider adding a little mystery into the mix. A cryptic approach could be just what you need to capture the attention of your audience and make them eager to click through!