I'm going to show you how to create a KILLER subject line for your next email.

Subject lines I wish I knew how to write when I started copywriting.

Using formulas that today's top copywriters swear by.

Because no mater how good your email is...

If your subject line falls flat. Nobody reads it. And all that effort...

wasted.

Before we dive in, quick disclaimer:

There's NO SUBSTITUTE for consistently delivering GOOD CONTENT over time and building your brand. The best subject line is actually just your sender name. AKA, your brand.

Because at the end of the day, people will always open your emails if they look forward to your next piece of great content.

This is your ULTIMATE GOAL.

But, pair this organic brand trust with a hooky subject line, and you'll be unstoppable.

The 15 formulas (with prompts) I use to create AMAZING subject lines.

These formulas use different copywriting techniques, and while there's no right or wrong choice - its good to test a variety to land on a style that works for you. Remember: you not only want to have an attractive subject line, but also for it to be relevant so people actually get what they are expecting when they click.

BTW: these are all built right into Hoppy Copy's subject line tool for easy access and use across different tones and brand voices.

Ok, let's go!

#1. 🧑Personal

This spikes curiosity and builds an intimate connection with the reader by sounding like a personal message from a friend. Great for regular newsletter content with a personal feel.

Prompt

Make the subject line sound casual, personal, first person, and unexpected.
Examples:
- ‘i can’t eat this’
- ‘it’s over.’
- ‘Why I’m learning to play clarinet’
- ‘Let’s make a bet.’

#2. 👍Benefit

Use this to clearly show readers what they stand to gain, drawing them in with promises of value. Great for launching products, automated follow-ups, and promotions.

Prompt

Tell the reader the benefit for them if they read the email. e.g.
- Get {benefit} in {X} days
- Here is the {benefit} you requested
- How to get {benefit} from your {person}

#3. 🤔Contrarian

Perfect for grabbing attention by challenging conventional wisdom. Use this to startle, provoke, or even warn your readers. Make them question everything they know.

Prompt

Use a statement that is contrarian. It should be a shocking statement that challenges conventional wisdom. Or taking a radical point of view on a position. Or using threats / warnings / pains.

#4. 😲Intrigue

Great for piquing curiosity and making your reader eager to learn more. Perfect for updates, teasers, or whenever you want to create a sense of mystery.

Prompt

Use curiosity to get them to open the email. e.g.
- You won’t believe {thing}
- What does {thing} have in common with {subject}?
- One {thing} stands between you and {situation}
- Next year [prediction]

#5. 📈Data

Ideal for showcasing credibility through statistics and hard facts. Use this when you have compelling data points that can grab attention and build trust.

Prompt

Use an interesting fact or statistic. e.g.
- Why {Percentage} + {unexpected thing}
- How {Known entity} is rated as {rating} for {rated thing}
- Here’s why {Trendy thing} {percentage change}

#6. 📢Announcement

Make important news impossible to ignore. Perfect for big reveals, product launches, and critical updates that you need your audience to see.

Prompt

Showcase new products, offers, or news. e.g.
- Your {offer} expires in {timeframe}
- New [product] does [action] [time] as fast as before
- [Holiday] sale [discount] [X] day only

#7. 🚨Urgent + Scarce

Leverage scarcity and urgency to prompt immediate action. Use this for time-sensitive offers and last-chance notifications.

Prompt

Write using scarcity and urgency. e.g.
- Only {#} {days/hours/weeks} left to {X}
- Just {#} {X} left
- Last chance to {action}
- Get {valuable thing} if you {action} in the next {#} {days/hours/weeks}

#8. 📢Listicle

Compel readers with digestible lists that promise value. Ideal for regular newsletters with tips, tricks, and recommendations that are quick to skim and easy to absorb.

Prompt

Use a listicle style subject line. e.g.
- [X] ways to [benefit]
- [X] easy steps to [thing]
- [X] favorite [products] in our store

#9. 💁How to

Offer clear solutions to common problems. Similar to the Listicle, it's perfect for educational content, guides, and tutorials that promise quick wins.

‍

Prompt

Write in a ‘how to’ format. e.g.
- {Attention-grabber}: how to {avoid or get attention-grabbing thing}
- How {world-class example or average joe} {does amazing thing}
- How to {do amazing thing}
- How to {do amazing thing} without {unpleasant thing}

#10. 💬Social Proof

Build trust by highlighting endorsements from credible sources. Ideal for showing testimonials, reviews, and other forms of validation.

Prompt

Use social proof. e.g.
- [credible source] shows [result]
- [media outlet] says [news]
- [company] voted best [type] in [place]

#11. ❓Question

Engage readers by posing questions they can’t wait to have answered. Perfect for sparking dialogue and encouraging interaction. Or just to change it up.

Prompt

Use one of two approaches.
1. Pose a question that makes the reader want to know the answer by opening the email.
2. Ask the audience a question directly

#12. 🫤Juxtaposition

Create intrigue by combining seemingly unrelated ideas. Ideal for grabbing attention with surprising contrasts and unexpected pairings.

Prompt

Use a juxtaposition (two ideas that normally wouldn’t go together) so the subject line stands out and makes people want to know more. e.g.
- [short timeframe] that ruined my [large timeframe] career
- From [description] to [changed description]
- How [type of person] learned to be [different type]

#13. ♾️Open Loop

Tease compelling information to make readers curious. Perfect for cliffhangers and unfinished stories that drive readers to open the email for the full scoop.

Prompt

Give away just enough to make people want to open. Give a fraction of the story. e.g.
- I messed up
- {Person or pronoun} said it was the {right / wrong / scary} thing to do
- FYI… You should be {doing / seeing / reading} this
- FYI… You shouldn’t waste another second {doing / seeing / reading} this {High-value something} for you
- The {superlative} thing to happen to {industry} since…
- In case you haven’t heard
- {Name}, this is for you
- I learned this from watching __________
- What {industry} needs to {verb}
- I {past-tense verb} this. The world changed.

#14. 👶Tiny

Short and punchy subject lines that stand out in a cluttered inbox. Perfect for grabbing immediate attention with minimal words.

Prompt

Make the subject line really short and unique. Include unique punctuation and format as well.

#15. 🦓Wild

If you really want to unleash your inner creative beast, use an unconventional and bizarre format. Ideal for when you want to be so distinct that your email can't be ignored. USE AT YOUR OWN RISK.

Prompt

Make each subject line unusual in tone, style and/or format. It should be so weird that it will grab the reader’s attention. It could be something crazy that happened to me. Or an overly outrageous statement. It could be a unique looking format that will grab the readers attention visually. Or it could even just be 1 or 2 words. Use things like unorthodox spacing, weird combinations of characters or punctuation, single words on a line, words grouped together, fragmented sentences, repetition — anything to draw visual attention to the email.

All these subject line prompts will help you craft something truly unique and engaging. They'll make your emails stand out. And you'll start seeing higher open rates right away.

Watch me use them in action in the tutorial video here:

Use them in Hoppy Copy by clicking on Writing Tools → Subject Line tool, which has every one of these formulas built in.

You will literally never run out of subject line ideas again.‍