Cold-emailing has been a passion of mine for a long while. I’ve gotten pretty good at getting responses from everyone imaginable, from nobel laureates, to big tech CEOs and journalists.
One of the things I’ve learned a lot about is the headline. More specifically, the “headline tradeoff”.
This is the tradeoff between descriptiveness, honesty, and effectiveness. If you’re emailing a professor at smalltown-university, a headline like “Growth curve question” or “Your book” might get you a response, but if you’re emailing the co-founder of the biggest startup in your city, you’re going to need something more potent.
The headline “Quick question” is both honest and effective. It’s gotten me interviews with Mark Cuban and Walt Mossberg, among others.
It’s descriptive, but short enough to not take up the entire subject line space. It leaves some “white space” around it, and white-space is incredibly helpful in attracting the eye. Still, sometimes you need something stronger to guarentee a response.
For those ultracompetitive inboxes I desperately need to connec with, I’ve developed somewhat of a “nuclear warhead” of a headline. I use it extremely sparingly, but it’s incredibly effective. It has not only a 100% open rate, but a 100% response rate from some very busy people.
Ready for it?
“SOS! Aliens taking over the world”
Now you see why I use it sparingly. It’s a tad dishonest, and a bit crazy… BUT it’s also impossible to ignore. There’s clearly a punchline, but the punchline is so non-obvious that the recipient feels a pathological need to read the email to find it.
This headline takes the so-called “curiosity gap” concept mastered by Upworthy to it’s illogical extreme. It’s implausible, but not spammy (I have yet to see a spammer use alien invasions in their emails).
In the body of any email using this subject line, I always immediately apologize, and acknowledge how busy they are. Then, I get to the point of the email.
I get to the point really quickly, to emphasize that I respect that person’s time. If I have something of value to them, I bring it up immediately. It’s a nuclear warhead, but with a dose of honey, and it has gotten me some great advice, and even a client or two.
I was not shocked by the open rate, but I’m still shocked at the response rate. That’s why I keep using it.
For most emails though, it’s better to be short and descriptive. An email to my 8,000 member email list with the subject line “Our bot” about our new Facebook bot saw an open rate of >40%.
Still, it’s always nice to have a nuke in your email arsenal.