Oops, We Made an Error: The Power of Curiosity-Driven Subject Lines
Oops, we made an error.
Most of us don’t open every marketing email we receive. Personally, I often skip over most of email newsletter I subscribed—until it’s subject line caught my attention. I recently received an email from PMI (Project Management Institute), and its subject line did just that:
“Oops, we made an error.”
I am pretty sure there can’t be serious mistake because I did not order anything or interact with them recently. Yet the subject line was so short, personal, and slightly mysterious. I had to click. It was a simple apology for spelling my name wrong in a previous newsletter.
Nothing urgent. No promotion. But that subject line worked.
What if it wasn’t really an apology—it COULD BE a smart email marketing strategy in disguise.
Why “Oops, We Made an Error” Works
1. They break the pattern
Most inboxes are filled with promotional headlines: “20% off…” or urging call to action (CTA): “Last Chance to get…” A message like “Oops, we made an error” breaks that rhythm. It’s conversational, unexpected, and sounds human. That contrast makes it stand out instantly.
2. They trigger curiosity
Great email subject lines do more than summarize content—they spark curiosity. Humans are wired to resolve uncertainty. If something seems off or incomplete, we naturally want to know more. Subject lines like “Oops, we made an error ” implies something went wrong. When readers see it, they instinctively want to know what happened. That emotional hook is key to higher open rates.
3. They feel personal (even when they’re not)
Using conversational tones—like “Well, this is awkward…”—makes it feel like the brand is speaking directly to you. These personal touches make your email stand out in a crowded inbox.
These techniques are especially effective in email marketing campaigns where the goal is to increase email open rates without relying solely on discounts.
Other Curiosity-Driven Subject Lines
Here are some real and inspired email subject line examples that grab attention by sounding emotional, or triggering curiosity:
💬 “Sorry, we can’t hold this any longer…”/ “This almost didn’t happen…”
This one sounds like a confession. Readers might think, What secret is about to be revealed? But when they click, they’re greeted with something positive—usually a big product launch or limited-time sale. This mix of suspense and reward taps into emotional storytelling.
💬 “You weren’t supposed to see this…”
This line leverages exclusivity and secrecy. It triggers the “for your eyes only” instinct and works well for early-bird discounts, beta access, or hidden deals. It makes the reader feel like they’re discovering something not meant for the public.
💬 “Well… this is embarrassing”
This tone of honesty and self-deprecation disarms readers. It often prefaces things like forgotten discounts, bugs or tech issues, or even a lighthearted request for feedback. It’s especially useful for humanizing a brand or re-engaging inactive subscribers.
💬 “We need to talk…”
It is serious and attention-grabbing. That tension drives opens. It’s frequently used by subscription services to share usage stats, prompt an upgrade, or alert users to expiring trials.
What to Avoid When Writing Edgy Subject Lines
While edgy subject lines can work wonders, there are a few email marketing mistakes to avoid:
🚫 Clickbait with no follow-through
Don’t say “We have terrible news…” just to announce a product update. Misleading content erodes trust and damages your brand in the long run.
🚫 Overused
Edgy subject line is powerful at the first sight. But if it shows up every week, it loses all meaning. Reserve it for campaign that can follow through this strategy.
🚫 Fake Alarm
Subject lines like “There’s a problem with your account” or “Your order has been canceled” can cause panic. Create curiosity, not stress to get clicks unless it’s truly necessary. Readers can forgive an “Oops,” but they won’t forget being manipulated.
Final Thoughts
That email from PMI reminded me: the best email subject lines don’t always pitch—they provoke.
They make people feel like they’re being let in on something. They hint at stories, mistakes, or confessions. And most importantly—they get opened.
In marketing world, a little curiosity can go a long way.
