So you have the perfect candidate for a hot job in your database. On the other side of the desk, you’re trying to capture the attention of a potential client. You can spend all day creating an email message that will entice them to work with you, but if they don’t open your email, your effort is wasted.

Use these five tips to craft a clickable subject line, and prevent your message from sinking under the radar.

1. Address Your Reader

Have you ever whipped around to the sound of your name in a crowd?

In a noisy inbox, putting the recipient's name in the subject line will make them stop and click. For a more general approach, let your recipient know that your message is specific to their needs. Use a title or specific pain-point in your subject line, like ”busy IT manager” or “understaffed medical director,” to signal that you can fix their problems.

2. Create a Sense of Urgency

You need them to click before your email gets lost in the slush pile. Convey to the recipient what they’ll miss out on if they don’t act now, whether it’s a highly sought-after candidate or a once-in-a-lifetime job opportunity.

(But, be careful not to be spammy, or overuse this tactic, i.e. cry wolf too many times and you’ll eventually be ignored.)

3. Be Intriguing

Pique your recipient’s curiosity. Don’t give everything away in the subject line. Instead, leave them wanting more. Try “A few surprising reasons why you’d make a good fit” or “The number one reason you can’t find better IT talent” instead of “You matched a new opportunity” or “We can staff your IT department.”

4. Use Metrics

There’s no secret formula for crafting the perfect subject line, so don’t be afraid to experiment. Use an email marketing service, like MailChimp, to track which subject lines are getting attention. Or, use your ATS's email marketing functionality to track opens, so you can tell whether or not your emails are being read.

Do you notice a particular subject line getting a big response? Analyze why it worked, and put your theory into practice, fine tuning the way your messages are delivered.

5. Send a Text Message

If it’s super important, forgo email, and send a text message. Over 95% of text messages are read, making it a fool-proof way to reach your audience.

This post originally appeared at www.sendouts.com.