10.1 - 6 non-subject lines

10.1 - 6 non-subject lines

Most people immediately think of subject lines when it comes to boosting email opens. But it's not only about that.

Here are 6 non-subject line methods:

1/ Give subscribers the right expectations

Are you going to send me emails on a daily/weekly/monthly basis?


On my opt-in form, I mention they’re going to get daily emails.


This eliminates surprise — the subscriber doesn’t feel bombarded with my daily emails. If they don’t want daily emails, they wouldn’t have subscribed.

Now they’re expecting daily emails from me.

Expectation = higher email opens.

2/ Stop caring for subscribers’ wallet

How many times have you opted in to someone’s list, only to get bombarded with sales emails every day?

They don’t care about your well-being. They only care about your wallet. Poop them 💩!

Yes, of course you need to sell. But not in the beginning of your relationship.

Send value-packed emails that are beneficial to their lives. Give tips to help solve their problems. Expect nothing in return. This kind of mindset will make them appreciate and trust you.

Then they’ll look forward to hearing from you (i.e open your emails). Then heeding your advice. Then buying from you.


3/ Make your emails fun (and interesting)

We’ve covered this. But it’s worth repeating.

Most emails are boring.

Check your inbox and I’d bet you can count with fingers how many are interesting.

Boring = no one opens your emails.

Don’t just provide value. Provide them in a fun way.

Let’s face it. You’re not going to create the best content. There are other people more talented than you.

You just need to stand out from the crowd. And a great way to do that is to ENTERTAIN your subscribers and make your emails fun. So that they look forward to opening them.

Stories are a good way to entertain. They don’t have to be long.

E.g. Flying blind

I want to let readers know they shouldn’t be “flying blind” in business. That they should know their metrics.


4/ Your from name

I still see people representing businesses who use their personal name as the “from name” when sending emails.


I have no clue who these guys are. But when I opened their emails, they turned out to be employees of businesses that I recognize and have previously engaged with.

Unless you’re using your personal name as the “storefront” of your business, use this combination:

[First name] at [Brand]


Welly at BirdSend

(ohhh and don’t just use [Brand] because it sound so “corporate-sy” — people don’t open emails from corporations, they open emails from other humans)

5/ Your from email address

When sending "nurture" emails to build relationships with subscribers, never use these 3 types of email address to send out email messages:

A/ The "couldn't care less" 😑

B/ The role-based 🤠

C/ The free 💩

1/ "Couldn't care less" email address 😑

I'm talking about noreply@

What instantly goes in your mind when you receive a message from a noreply@ email address?

That he couldn’t care less & doesn’t give a shit about you? That he only wants your money & only care about himself?

B/ The role-based email address 🤠

E.g. admin@ info@ hello@ support@ marketing@ sales@ accounting@ etc.

These are certainly better than noreply@, but they imply you’re not the one writing and sending the email.

They imply your staff are the ones doing so → subscribers will think you’re a big company, less approachable, less chance of hearing and helping them out personally → not good.

Use your name instead. Be personal. Be likable. Humans want to interact with humans, not with brands.

If you want your teammates to handle email replies (maybe you get lots of them and can’t handle them by yourself), you can always set a different “reply to” email address.

C/ The free email address 💩

I've seen people use a free email address to send out emails. WTH?

If you’re using a free from email address to send emails, your emails are more likely to end up in the spam folder.



Because anyone (including spammers) can get their hands on a free email address effortlessly.

This means mailbox providers can’t verify who the sender is — whether they’re a spammer or legit person.

Rather than taking risks, they’ll just mark your emails as spam.

Use an email address from your domain to send emails instead. Not only will it go well with spam filters, you’ll also look more professional.


jason [at] salesupnow [dot] com


jason [at] gmail [dot] com

6/ Tell folks exactly which email to lookout (1st email for new subscribers)

Once people give you their email address and they click the “Get Free Guide” button, the next step is to redirect them to your “check email” page.

Many a time I see email marketers simply say something like this on this page:

“Please check your email.”

Maybe they’re just lazy or maybe they’re ignorant to provide more details as to what the new subscriber should do.

When your subscriber sees this, this is what might be going through in his mind: “Oow I forgot your name. So which email should I be looking for? Who will it be from? Why should I check and open your email? What does it contain?“

This means you must be as clear as possible. Leave no ambiguity.

Explicitly tell them:

  • That you’ve just sent the lead magnet download link via email and they need to check it now.
  • If it’s a confirmation email that contains a link that they need to click, tell them.
  • The subject line of the email
  • The “from name”
  • The “from email”

E.g. This is what what my “check email” page looks like: