Independence Day: The email subject lines that do and don’t work

Fourth of July is one of the most important cultural touchstones in the U.S. and many brands launch campaigns to connect with consumers on a deeper level. It’s a great time to drive engagement by leveraging the emotions associated with this holiday to craft email campaigns that resonate with consumer values.

From Mother’s Day to peak marketing events like Black Friday and Christmas, a subject line with the right tone, keyword positioning, and emotional language can be just the trick brands need to turn an unsuccessful email campaign into one with ample return on investment. To help marketers curate the most effective subject lines and write content with the right voice for their Fourth of July-themed emails, we share subject line best practices and examine emotions that are likely to resonate with consumers on this holiday.

Keyword positioning

The position of the keywords in a holiday-themed email subject line (in this case, ‘Fourth of July’ or ‘Independence Day’) can significantly influence the success of the campaign. Let’s explore some studies that highlight the importance of keyword positioning in email subject lines.

• Adestra’s subject line analysis report: Adestra analyzed over 2.2 billion emails and found that subject lines with keywords placed at the beginning saw a higher open rate. For example, subject lines that start with the word “alert” had a 61.8% higher open rate compared to those that did not.
• Return Path’s subject line study: Return Path analyzed over 9 million subject lines and found that placing keywords at the beginning of the subject line can significantly improve open rates. Subject lines with keywords at the start were 33% more likely to be opened than those with keywords at the end.
• Mailchimp’s email marketing benchmarks: Mailchimp’s research on email subject lines found that concise and focused subject lines, often with keywords placed early, tend to perform better. Emails with subject lines containing 50 characters or less have higher open rates, implying that important keywords should be placed early to capture attention quickly.
• HubSpot’s email marketing statistics: HubSpot’s research indicates that 35% of email recipients open emails based on the subject line alone. This highlights the importance of strategic keyword placement to make the subject line immediately appealing.
• Campaign Monitor’s email marketing benchmarks: Campaign Monitor’s studies show that subject lines with a clear and relevant keyword at the beginning can improve open rates by up to 25%.

We have a few tips to help you craft your Independence Day subject lines

• Immediate relevance: Placing keywords at the beginning of a subject line ensures that the most important and relevant information is seen first. This grabs the recipient’s attention quickly, making the email appear more relevant and increasing the likelihood of it being opened.
• Improved visibility: Many email clients truncate subject lines, especially on mobile devices. By positioning keywords at the start, you ensure that they remain visible even if the subject line is cut off, conveying the main message upfront.
• Enhanced searchability: Keywords placed prominently can improve the email’s searchability in the recipient’s inbox. This is especially useful for users who search their emails by keywords to find specific messages.
• Increased urgency and interest: Strategic keyword placement can create a sense of urgency or highlight a compelling offer, prompting recipients to open the email immediately. Words like “Sale,” “Discount,” or “Limited Time” positioned at the beginning can trigger a faster response.
• Psychological impact: The beginning of a subject line is prime psychological real estate. Recipients often scan subject lines quickly, and those that start with impactful or intriguing keywords are more likely to stand out and pique curiosity.
• Alignment with user intent: Understanding the audience’s interests and intent allows marketers to position keywords that align with what the recipients are looking for. When recipients see keywords that match their interests or needs, they are more inclined to open the email.
• Avoiding spam filters: Proper keyword placement can help avoid spam filters. Spam filters often flag emails with certain keywords, especially if they appear unnatural or are overused. Thoughtful positioning ensures the subject line looks natural and is less likely to be marked as spam.

Emotional language

Beyond themed-campaigns and mention of a keyword itself, emotional language in a subject line can impact open rates. Brands have many emotions to choose from such as encouragement, fascination, curiosity, urgency and more. Making the right choice can boost a campaign’s open rate. Don’t believe me? Here are some numbers that might make you rethink that stance.

• Adestra’s subject line analysis report: This report highlighted that subject lines with emotional triggers can significantly impact open rates. For instance, emails with subject lines containing “fear of missing out” (FOMO) phrases like “alert” and “breaking” saw increases in open rates by 61.8% and 35.4%, respectively.
• Mailchimp’s subject line research: Mailchimp found that certain emotionally charged words and phrases can enhance email open rates. Subject lines that evoke curiosity, urgency, or excitement often perform better. For example, subject lines with urgent terms like “urgent,” “breaking,” and “important” typically see higher open rates.
• Litmus and Fluent’s email marketing report: According to their survey, 56% of consumers said they are more likely to open an email if the subject line promises something intriguing or exciting. This underscores the effectiveness of emotional language in drawing recipients’ attention.
• HubSpot’s email marketing stats: HubSpot reported that personalized and emotionally engaging subject lines have a higher chance of being opened. For example, subject lines that create a sense of urgency or exclusivity can boost open rates by up to 22%.
• Experian’s email marketing study: Experian’s analysis found that subject lines with emotional triggers related to urgency and excitement can increase open rates by 14% to 20%. Words that evoke emotions like “exclusive,” “limited time,” and “special offer” tend to perform well.
• CoSchedule’s subject line tester data: CoSchedule’s tool, which analyzes the effectiveness of email subject lines, suggests that subject lines with emotional words score higher in engagement metrics. Emotional words that convey joy, anticipation, and fear can increase open rates.

Examples of email subject lines that get results

Let’s look at some successful email subject lines and the emotions they invoke to try to move the needle with consumers.

Encouragement

“It’s Fireworks Season! 🎆 Get Your Camera Ready”

Urgency

“Happy Fourth! Last chance to save.”

Fascination

“Ok Google, how’s the weather on July 4th?”

Exclusivity

“Subscriber Exclusive: 25% off Mattresses (our best July 4th offer)!”

Curiosity

“Take our Fourth of July quiz: How well do you know American history?”

Excitement

“Ready. Set. Summer! 20% Off Travel Sets”

Anxiety

Reminder: Our Independence Day Sale will be ending soon!”

Celebration
“Break Out the Sparklers It’s Time for a 4th of July Picnic”

Brands often engage customers more effectively by using emotional language in their email subject lines. However, the Fourth of July serves as a valuable reminder that marketers must carefully consider the context and unique undertones of each holiday. For Fourth of July-themed subject lines, marketers should not shy away from emotional language but should be selective about the emotions they convey.

Additionally, for this Independence Day, marketers should introduce the holiday at the beginning of the subject line rather than in the middle or end. This structure can help brands boost open rates and better engage subscribers during the Fourth of July holiday.