Hi {{given_name}},

Is your hard work sitting unopened in a crowded inbox while your competitors take your traffic?

You might be making a tiny mistake in the first thing people see: your subject line. And that one oversight could be costing you a significant chunk of your potential opens.

💡 This week's 80/20 rule - Rewrite your next email subject line as a direct question to the reader (e.g., "Are you making this mistake?" or "Still struggling with [problem]?").

🧠 Think of a question like an itch your brain can't help but scratch. When you read "Are you making this common pricing mistake?" your mind automatically starts searching for the answer, even before you consciously decide to engage.

Research analyzing over 50,000 cold email campaigns found that question-based subject lines achieved open rates of 32.4% compared to 26.8% for statement-based subject lines, representing a 21% improvement.

Our brains remember incomplete tasks far better than completed ones. An unanswered question in your subject line creates this same psychological tension.

It's like leaving a cliffhanger at the end of a TV episode. Your brain won't let you walk away without finding out what happens next, and that unanswered question in the subject line is your email's cliffhanger moment.

📊 Salesgenie – This B2B data and marketing solutions provider conducted studies revealing email subject lines containing question marks generated a 20% open rate compared to just 12% for subject lines without question marks.

🎯 Cognism – This B2B sales intelligence company tested question-based subject lines in their own cold email outreach targeting C-suite executives. Using subject lines like "Quick question about your lead gen strategy?" and "What's stopping [Company] from hitting $10M ARR?", they documented that question-based approaches generated significantly higher response rates that directly translated to more qualified sales conversations.

🛒 Firepush – This e-commerce marketing automation platform analyzed abandoned cart email performance across their Shopify merchant base. They found that question-based subject lines like "Did you forget something?" and "Still thinking about it?" generated higher recovery rates than statement-based alternatives. 

Ask about their specific challenge

Instead of writing "We help businesses grow revenue," try "What's stopping your company from hitting your Q2 targets?" This shifts the frame from "someone wants to sell me something" to "someone might understand my challenges." The question format positions you as a consultant who gets their situation, not just another vendor in their inbox.

Use the opinion-seeker approach for executives

Senior decision-makers respond well to being consulted rather than pitched. Try subject lines like "Quick question about your hiring strategy?" or "What's your take on the new industry regulations?" This triggers the human desire to share expertise and help, making busy executives far more likely to open and respond.

Add their company name to the question

Generic questions get generic results. Instead of "Looking for better lead generation?" try "What's preventing [Company Name] from scaling outbound this quarter?" Combining personalization with question-based subject lines can significantly boost open rates beyond the baseline improvement from questions alone.

Create urgency through implied deadlines

Questions that hint at time-sensitive opportunities drive faster action. Try "Ready to hit your Q1 targets?" or "What's your plan for the new regulations taking effect next month?" These questions create natural urgency without feeling pushy, prompting recipients to engage before the moment passes.

Turn abandoned cart reminders into questions

Swap "Your cart is waiting" for "Did you forget something?" or "Still thinking about it?" The question acknowledges the customer's decision to leave without being pushy. Even better, address their likely objection directly: "Worried about shipping costs?" followed by free shipping info can recover significantly more carts than standard reminder emails.

Frame product launches around the problem you solve

Instead of "Introducing our new product," try "Tired of [common problem]? We built something for you" or "Ready to finally fix [frustration]?" This approach combines the engagement power of questions with clear problem identification, so customers immediately understand why they should care.

Ask customers to imagine the outcome

For post-purchase upsells and cross-sells, use questions like "Ready to take your results to the next level?" or "Want to complete the look?" These questions activate aspirational thinking and position additional products as helping customers achieve their goals, rather than just pushing more merchandise.

Use questions to re-engage dormant customers

For win-back campaigns targeting customers who haven't purchased in a while, try "Miss us?" or "Ready to come back?" These simple questions feel personal and non-aggressive. You can also reference their past behavior: "Still loving your [previous purchase]? Here's what pairs perfectly with it."

1️⃣ The rule change: Rewrite your next email subject line as a direct question to the reader instead of a statement.

2️⃣ Why it works: Questions create a "curiosity gap" that your brain is hardwired to close. Research shows question-based subject lines achieve 21% higher open rates and 34% more responses than statements.

3️⃣ The result: A 10-second copy tweak that transforms passive subject lines into open loops that compel readers to click, leading to more engagement and conversions.

🔎 For this week's website review, let's look at SOAK Bath Co. SOAK Bath Co is a woman-owned luxury bath and body brand based in Niverville, Manitoba, Canada.

💡 The Good:

The sustainability story is front and center

Right from the homepage, visitors learn that SOAK uses plantable seed paper for their product labels, meaning customers can literally grow wildflowers from their packaging. This isn't buried in an FAQ or hidden on an About page. 

The founder narrative builds instant trust

The About section tells the story of founder Candace starting in her parents' kitchen making 10 bars of soap at a time, eventually growing into a professional operation employing a local team of women. This kind of authentic origin story resonates with customers who want to support real people, not faceless corporations. 

Product bundling encourages larger orders

The "Soap Bar Bundle 4 Pack - Mix + Match" and seasonal bundles like the "Bath Lover's Bundle" make it easy for customers to try multiple products at a slight discount. This is a huge win for average order value, and it also solves the "I don't know which scent to pick" problem that can cause shoppers to abandon their carts entirely.

🔧 Suggestions:

Add product-specific reviews to individual pages

While the homepage testimonials are great, shoppers browsing specific soap scents or bath bomb colors would benefit from seeing reviews for those exact products. Someone considering the Lavender soap wants to know if other lavender lovers were happy, not just that the brand in general is good. A simple star rating and review system on each product page would reduce hesitation.

Make email capture more prominent

For a brand selling consumable products that customers will repurchase, building an email list is essential. Right now, there's no obvious newsletter signup, first-purchase discount offer, or loyalty program enrollment visible on the homepage. Adding a simple popup or footer signup offering 10% off the first order would capture visitors who aren't ready to buy today but might convert later.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team