B2B Subject Lines That Actually Worked for Us

September 15, 2016 Tara Robertson

b2b email subject lines

Sending well-crafted emails is important at all stages of the buyer journey, not only to make sure your content gets the exposure it deserves, but also to help deliver the right content to the right prospect at the right time. Unfortunately, it doesn’t matter how great your email copy is if you can’t get your subscribers to open your emails.

Without a compelling CTA, most content offers fail to drive results. I like to think of email the same way. Emails have two key CTAs; the main content or offer in the body of the email, and the first and most important CTA – the subject line!

Writing emails for a B2B audience can be tough; striking the right balance of professional and interesting enough to stand out in an overflowing inbox is tricky. That’s why we’ve compiled some of our best-performing subject lines (based on email open rates) from the past few months. I hope this short list of our top performers will give you some fresh some ideas to try out with your audience.

Subject line: Itching for more content marketing tips?

Open rate: 37.4%

We sent this email as a follow up from a virtual event we sponsored this summer. Referencing the theme of the event – content marketing, in this case – can help to refresh your contact’s memory about which event you’re referencing (and how they ended up in your database).

Subject line: Have some free time today?

Open rate: 37.2%

Sometimes keeping it simple is best when it comes to subject lines. This technique tends to work well when the email is sent from one of our teammates (e.g. from Hana vs. from Uberflip).

Tip: Make sure not to overuse this type of subject line or risk annoying your subscribers.

Subject line: Confused about ABM?

Open rate: 34.9%

Using a conversational tone in a subject line can help to pique the interest of your reader and get them involved in a conversation with you before they even open your email. We’ve found that questions work particularly well in a casual tone.

Subject line: There’s more where that came from!

Open rate: 35.3%

We use this subject line pretty regularly to welcome new subscribers to our database and highlight content related to the asset they converted on. I think this one works well because it promises the reader more great content and its casual tone helps it stand out.

Subject Line: SEO Pocket Guide

Open rate: 25.2%

Not the most creative subject line since we just used the name of the SlideShare we were distributing, but since the list was segmented into content writers, their interest in SEO made this subject line pretty successful.

Have you had success with a unique subject line recently? I’d love to hear about it! Let me know in the comments :)

Get more B2B email marketing tips in our new eBook: The Ultimate Guide to Content Distribution

About the Author

Tara Robertson

As the Director of Revenue Marketing at Uberflip, Tara manages demand generation and sends emails to thousands of subscribers every day. On weekends you'll find her catching up with friends over pints or walking her dog around Toronto.

Follow on Twitter Follow on Linkedin More Content by Tara Robertson
Previous Article
Good Marketers Create, Great Marketers Curate
Good Marketers Create, Great Marketers Curate

Many modern marketers are faced with a lack of time and resources - we are expected to do a lot with very l...

Next Article
10 Demand Generation Blogs We Love
10 Demand Generation Blogs We Love

It's no surprise that we love consuming content here at Uberflip. Check out these blogs that I, and the res...


Want Exclusive Marketing Tips, A/B Test Results and Inspiration?

Subscribe to Our Monthly Newsletter!

Job Title
I agree to receive marketing emails from Uberflip.
By checking this box, you provide us consent to email you educational content, and information on our products and services. You may unsubscribe at any time.
I am an EU Citizen
By registering, you confirm that you agree to the storing and processing of your personal data by Uberflip as described in the Privacy Policy. By registering I confirm that I have read and agree to the Privacy Policy.
You did it! ;)
Error - something went wrong!