i tested this and now i can't unsee it

So get this; same email list, same sender, same week... two different subject lines.

A: “Grow your business faster” — 27% open rate

B: “You’re losing $247 a day” — 56% open rate

Literally double the opens. But why?

the psychology.

Research calls it avoidance motivation.

Turns out we’re wired to hate losing way more than we love winning; roughly twice as motivated to dodge the pain.

By this logic, your subscribers aren’t opening your emails because they’re hyped to grow. They open because they’re low-key stressed they’re already messing up or bleeding money somewhere.

the solution.

Give the brain what it wants. This isn’t fear-mongering, it’s naming the problem they’re already feeling.

Look at the difference:

Approach (gain): “3 tips for better email marketing”

Avoidance (pain): “your welcome sequence isn’t doing anything”

Approach: “How to get more clients”

Avoidance:“the clients you’re missing while your list sits there”

Real life examples:

the freebies.

I put together a Swipe File of 35 subject line + preview text combos, analyzed and tagged by whether they use approach or avoidance.

Free inside Inboxconomy HQ.

→ [Grab the swipe file free inside HQ]

The subject line test I run on every email before I hit send.→ [Grab theformula here]

subject line... sorcery?

There’s no single magic formula for subject lines. Different strategies work depending on your audience, timing, and what you’re selling. It’s not one and done, but hopefully this helps you to be more intentional and gives you a tool to whip out when needed.

Rooting for you (and your subject lines)!

Ashley🫶🏼

P.S.The swipe file has 35 approach + avoidance subject lines with preview text already paired. If you're sending an email this week, grab it before you write your subject line. [Swipe File]