Stop Boring Your Subscribers: Write Headlines That Convert for Email and SMS Marketing

In email and SMS marketing, three proven headline types convert best: direct headlines, curiosity headlines, and news headlines. If your email and SMS headlines don’t fall into one of these categories, your campaign could be missing valuable clicks and conversions.

Here’s how to write attention-grabbing headlines that turn subscribers into loyal customers and casual readers into compulsive clickers.

1. Direct Headlines

Direct headlines are straightforward and remove any guesswork for the reader.

This direct headline format tends to outperform others because it focuses on clarity and relevance. Unlike clever or ambiguous language, direct headlines cater to readers looking for clear benefits.

When to use direct headlines

Direct headlines are most effective when you need to deliver specific information or showcase a clear benefit — such as promoting a sale, launching a new product, or highlighting how your product solves a common problem. Use direct headlines to capture attention and communicate value instantly, ensuring your message resonates and drives action.

Common types of direct headlines for email & SMS marketing

1. Statement: Fresh Spring Arrivals Are Here!
2. Question: Ready for a New AI Experience?
3. Command: Meet Your New Meal Prep Hero
4. Announcement: Introducing Glow-Up Serum
5. Comparison: Prebiotics vs. Probiotics
6. List: Hydrating, Plumping, & Brightening
7. Testimonial: “The Softest Yoga Mat Ever”
8. Statistic: Best of Beauty Award-Winner

2. Curiosity Headlines

Curiosity headlines spark intrigue and encourage readers to click by hinting at valuable or surprising information. Curiosity is a powerful motivator. When readers encounter a headline that suggests they’ll learn something interesting, they’re more likely to click to satisfy their curiosity.

When to use curiosity headlines

Curiosity headlines are ideal for emails and SMS messages introducing unique insights, tips, or “secret” information. They’re particularly effective for direct response campaigns aimed at educating or entertaining readers.

Keywords to help build powerful curiosity headlines

1. How: How a Bald Barber Saved My Hair
2. These/This: This Is Actually What’s Causing Your BO
3. Why: Why You’re Not Losing Weight — and 3 Powerful Tricks to Kickstart Results
4. Which: Which Common Habit Is Secretly Ruining Your Sleep?
5. What: What to Never Eat on an Airplane

3. News Headlines

A news headline summarizes the main content of the email and is designed to grab immediate attention with a straightforward announcement. News headlines appeal to the reader’s sense of urgency and relevance, offering the impression of timely information.

When to use news headlines

Use news headlines when you have timely or significant updates, such as an important announcement or a limited-time offer.

These headlines work especially well for boosting urgency and encouraging readers to act quickly on both email and SMS channels.

Examples of effective news headlines

1. Running Low on Anti-Aging Cream? Now’s the Best Time to Restock
2. Your Order Has Shipped
3. Your Discount Has Been Upgraded
4. Our Bestselling Jean Is Low in Stock
5. Last Call to Save 20%

Key Tips for Writing High-Converting Headlines in Email & SMS Marketing

Now that you understand the types of headlines and how each can be used, here are the best practices for writing conversion-focused copy that increases email and sms marketing engagement.

1. Know Your Audience

Write headlines that match your subscribers’ interests, challenges, and needs. Speaking directly to what matters to them makes it more likely they’ll engage with your email or SMS.

2. Focus on Benefits, Not Just Features

Emphasize benefits over features whenever possible. Instead of focusing solely on the product, show how it can improve the reader’s life. For example: “Achieve Clear Skin in 3 Easy Steps” versus “Target Acne with Salicylic Acid.”

3. Keep It Short and Simple

Effective headlines are clear, concise, and to the point. Avoid overly complex or wordy language that can confuse readers or lessen the impact of your message.

4. Use Powerful Words

Strong, impactful words make your headlines stand out. Words like “discover,” “unlock,” and “save” capture attention and drive action. Keep them relevant and accessible for your audience.

5. Test and Optimize for Maximum Engagement

Try out various headline styles to see which ones connect most with your audience. A/B testing your email and SMS headlines helps determine which approach drives higher open rates and engagement.

6. Maintain Relevance

Align your headline with the content of the email or SMS. Misleading headlines may temporarily increase clicks but often lead to unsubscribes and reduced trust over time.

Ready to Boost Your Email and SMS Marketing Performance with Conversion-Focused Headlines?

If you’re ready to elevate your email and SMS campaigns with powerful direct-response copywriting and conversion-focused marketing strategies, we’re here to help.

Whether it’s crafting click-worthy headlines, refining your content strategy, or optimizing messages for engagement, Stimulate can guide your brand toward higher conversions and stronger retention.

About Stimulate Agency

Stimulate Agency is a leading retention marketing agency that helps DTC brands boost customer retention and grow revenue through creative email and SMS strategies. With a focus on impactful headlines, personalized campaigns, and multi-channel optimization, Stimulate turns subscriber engagement into real results.

Ready to elevate your email and SMS performance? Learn more at Stimulate Agency.

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