Our recent subject line analysis dove into general trends and best practices for creating a subject line that increases open rates. But as we all know, catchy email subject lines take into account the medium and vertical of the journalists we seek to earn coverage from.
One of the most sought after and high-authority verticals for digital PRs is personal finance. Whether your pitch provides budgeting insights, or explores the nuances of financial planning, your subject line should capture the essence of your research while catering to the needs of the vertical. A high email open rate for personal finance writers is the ultimate goal.
In this blog, we’ll dive into the nuances of crafting subject lines that are sure to grab the attention of personal finance and money writers across the U.S. Discover the strategies, tips, and best practices that will elevate your email outreach to boost your engagement and impact.
As a former journalist, I know first hand what it looks like to have an inundated inbox–where pitches flood in by the dozens, if not hundreds, every day. Beyond personalizing emails, personalized subject lines for the financial vertical can make or break a campaign.
Picture your subject line as your foot in the door, your chance to say, “Hey, I’ve got something great to share!” A strong subject line can be the difference between coverage and the virtual trashcan in an increasingly competitive inbox.
Navigating the world of personal finance writers adds an extra layer of nuance to subject line craftsmanship. These wordsmiths have an appetite for precision—they look for relevance, specifics, and concise summaries that cut to the chase. While the contents of your pitch may vary across a spectrum of topics, we’re here to dissect the fundamentals of formatting that resonate with personal finance journalists writing for elite financial publications.
In this blog post, we dive into the art of constructing solid subject lines, using insights from our very own research here at Digital Third Coast. We’ll equip you with tips and strategies designed to increase your success rate when it comes to pitching personal finance content.
Before we dive into the nuts and bolts on achieving placements in the personal finance realm, it’s important to have an understanding of what they cover. I, personally, love pitching content to the finance vertical because there’s so many different angles and approaches you can use to make your content relevant to these writers.
Within the personal finance vertical exists even more specific topics these writers cover. Below are images from the database we use, to show just how many different subtopics live under the broad finance umbrella!
Personal finance writers are often your money-savvy pals, here to guide you towards financial well-being, smarter choices, and a better grip on your financial adventures. Depending on their niche and specialty they can cover everything from accounting and investments, to debt and wealth management. If you’re not careful about investigating their exact beat, you could end up pitching something about “financial planning” to a writer who exclusively covers “currencies” and you pitch could end up in the trash.
Remember, if you’re not carefully curating your media lists to match the very specific beats within the larger vertical, your efforts could be moot.
At the beginning of this year, we rolled up our sleeves and excitedly dove into a massive project: conducting an analysis of over 450 subject lines sent to a variety of niche writers. We wanted to crack the code of what makes a subject line click, and what makes it tank.
But we didn’t stop there – we took it a step further and broke that analysis down based on journalists’ verticals to see if subject line formatting, tone, length, etc. varied.
To no one’s surprise, it turns out, there’s no one-size-fits-all rulebook for writing great subject lines for a variety of writers.
When it came down to personal finance territory, the measure of success was simple: how many of these writers clicked open those emails to check out the pitch inside. Not every variable caused major waves, but we were able to find critical takeaways amidst all the data noise.
Is there a golden ratio of subject line length? We wanted to know if there exists a sweet spot that captivates the attention of finance writers by analyzing the character counts of both the crème de la crème and the not-so-stellar subject lines.
Our analysis found these writers are willing to read a bit longer subject lines. On average, top performing subject lines had about 66 characters.
How exactly should you word that subject line to assure the best chance your target personal finance writer will open your email and share your content?
For this factor, we analyzed five prevalent subject line structures: the factual statement, the allure of ranking, the intrigue of a question, the complexity of a compound sentence, and the sheer simplicity of a straightforward statement.
Since the starting in media outreach, I’ve wanted to know if a subject line formatted in sentence case or title case is better perceived.
I’ve been set on the belief that it made a subject line more formal (and use title case), it would result in a higher click through rate. Unfortunately, our analysis provides a lackluster cliffhanger. ..
We found using sentence case for personal finance subject lines did slightly better on average than subject lines in the title case format. Overall, neither proved to have a major impact.
When it comes to launching your subject line with a research-related trigger word like “Report,” “Study,” “Survey,” “Map,” or “Data,” does credibility automatically translate to performance?
That’s the riddle we set out to solve. In my opinion, beginning a subject line citing your research or data gives legitimacy and reliability. Well folks, this is where another strong opinion of mine is, again, proved wrong by this analysis.
We found finance writers don’t necessarily favor subject lines that reference research. Open rates for subject lines leading with research indicators performed roughly the same as those without.
In fact, subject lines that skipped the research nod seemed to boast a slightly higher average open rate. But, that’s not to say adding “Report” or “New Study” will deter these writers, either. In fact, the top performing subject lines were a mix between the two options
Crafting compelling subject lines is a crucial aspect of pitching personal finance content to writers. Through our analysis of dozens of subject lines sent to finance writers, we have identified key insights and best practices.
Ultimately, by implementing these strategies and tailoring subject lines to the preferences of personal finance writers, you can enhance your pitching success and increase the chances of your content being noticed.