Email marketing has been around for a long time. However when managed correctly it is still one of the most powerful marketing tactics available to you, to achieve business success. Let’s dive in and consider the first impression a reader gets. From experience, a great subject line can transform open rates.
1. Learn from successful email subject line examples.
Whenever we’re scratching our heads wondering what to make our subject line, we often look to examples for inspiration. Seeing clever use of wordplay or emojis on one of our favorite newsletters can help us think of new ways to approach our subject line.
2. Keep it short and sweet.
Email subject lines will get cut off if they’re too long, particularly on mobile devices. And with up to 46% of email opens taking place on mobile, we recommend using subject lines with fewer than 40 characters to make sure the people scanning your emails read the entire message.
If you’re struggling to keep your subject lines short, think about which words matter less and where you can remove a frivolous detail. For example, if you’re sending an order confirmation, doesn’t “Your order is being processed” look better than “Order #9435893458358 is being processed”?
The same goes for your regular emails: Don’t waste your time including the word “update” or “newsletter” in the subject line. Some studies even suggest these words can decrease the message’s open rate since it tells readers the email is associated with a series, and therefore they can catch the next one.
3. Use a familiar sender name.
That name recognition we mentioned earlier doesn’t just apply to the famous — it applies to the familiar. When setting your sender name, be as human as you can. is both inviting and unintimidating to people when they open their inboxes.
If you’ve already met your recipients from a previous conversation, use your own name as the sender’s address — even if the email is technically coming from the company as a whole. The best impression you can make on your customers is that they’re working with you, the individual — not the entire business.
If the ‘from’ name doesn’t sound like it’s from someone you want to hear from, it doesn’t matter what the subject line is. Ultimately, people are busy, and they simply don’t bother with you if you don’t sound like someone who would make for an easy (or at least friendly) conversation.
4. Avoid the ‘no-reply’ sender name.
You would think common sense, but alas I get emails every day with no-reply. Your customers will receive large amounts of spam, therefore hesitate to open emails from unfamiliar senders. And, even fewer people like talking to a robot. Think about when you call a company and can’t get a hold of an actual person. It’s frustrating, right? This goes for email, as well.
Never use “.” I repeat: Never use this email address. Not only does it make it look less personable, but it also stops people from adding your email to their address book.
5. Use personalization tokens.
Remember the personalization we mentioned earlier? Using personalization tokens — like name or location — in the subject line adds a feeling of rapport, especially when it’s a name. Everyone loves the sound of their own name. Plus, it increases clickthrough rate: In fact, research has shown that emails that included the first name of the recipient in their subject line had higher click-through rates than emails that did not.
Another personalization tactic that works is to tailor subject lines to the recipient’s location — things like lists of their respective cities’ best outdoor bars and restaurants.
Just don’t go overboard with the personalization here. That can be a little creepy. But little personalized touches show that you know more about your recipients than just their email address. However, if you can’t (or don’t want to) use personalization tokens in the subject line, use “you” or “your” so it still sounds like you’re addressing them directly.
6. Segment your lists.
Failing to segment is a reason why email marketing can fail. While email blasts that go out to your entire list might be relevant and helpful to some people, it won’t be to others — and could cause confusion or frustration. Why is this restaurant sending me a list of the best local steakhouses when I’m a vegetarian? Why is this company sending me case studies when I just signed up for its email list yesterday?
Personalize the experience using information from the actions your customers have already taken — from which forms they’ve filled out, to which industries they’re in, to what their personal preferences are. In email marketing, you can personalize your recipients’ experience using a little thing called list segmentation.
7. Don’t make false promises.
Your email subject line is making a promise to your reader about what you will deliver in your message. Make sure that you make good on that commitment — and do not try to get your email opened by making false promises. This will irk your audience, and they’ll learn not to trust your subject lines, resulting in a lower open rate and a higher unsubscribe rate.
8. Do tell them what’s inside.
Speaking of making promises, if your visitor has downloaded an offer and you’re delivering it via email, it’s a great idea to use a subject line that says something like, “Your new ebook inside!” or, “Your guide awaits!” This works better than a simple “thank you” in the subject line because it makes it clear that something is waiting inside the email.
9. Time it right.
Sending an email at the right time with the right subject line can make a huge difference in open and click-through rate. A prime example? When food publication Eater sends at 6:45 P.M. on a Wednesday evening that said, “Where to Drink Beer Right Now” — just in time for happy hour. Nailed it.
Another favorite example is a classic email from Warby Parker with the subject line, “Uh-oh, your prescription is expiring.” It was sent two weeks before the recipient needed to renew his prescription. By sending an email at the right time, Warby Parker increased the chances of their email getting opened — and included a relevant call-to-action about getting a glasses upgrade, too.
10. Use concise language.
Keep in mind that people scan their inboxes very quickly — so the more clear and concise your subject line is, the better. It’s usually a lot better to be concise than it is to use complex and flowery language — unless you’re going for an elusive subject tone to entice your recipients.
When you’re going for a concise subject line, think about how your email will benefit your recipients. You’ll want to make that benefit very clear. For example, “Increase your open rates by 50% today” is more appealing than “How to increase open rates.”
11. Start with action-oriented verbs.
Subject lines are similar to calls-to-action, in that you want the language to inspire people to click. Subject lines that begin with action verbs tend to be a lot more enticing, and your emails could be drastically more clickable by adding a vibrant verb at the beginning.
Actionable subject lines will inspire people to click on your email by instilling urgency and excitement. For example, in an email inviting people to a hockey legend dinner, the email subject line might read, “Dine with Bruins legend Bobby Orr,” rather than a more generic (and less actionable) “Local Boston Sports Legend Meal.” The former email uses “Dine” to help the reader envision themselves at a dinner table.
12. Make people feel special.
The psychology of exclusivity is a powerful thing. When people feel like they’re on the inside, it gives them a sense of belonging which builds loyalty and compels them to convert on your emails.
The right phrasing can make your recipients feel special — and the effect can be magical. A few ideas for phrasing include:
- “For our beloved customers only”
- “An exclusive offer for you”
- “My gift to you”
- “You’re invited!”
- “Private invite”
13. Create a sense of importance.
There’s a phrase that, for many of us, is reminiscent of classic infomercials: “Act now!”
And while we wouldn’t encourage using that exact language in your content, we do agree that communicating urgency and scarcity in an email subject line can help compel readers to click (or act) — when phrased creatively and strategically.
But because you don’t want to be known as “the brand that cried wolf,” use these subject lines sparingly, and try to limit them to when the occasion genuinely calls for immediate action.
14. Use numbers.
A lot of businesses send emails with vague statements in their subject lines — which is why using data and numbers is a great way to get your emails noticed, demonstrate a clear and straightforward message about your offer, and set the right expectations.
Just like with blog titles, using numbers in your subject line is an effective email marketing best practice. You might use numbers to refer to the title of your listicle, the page length of an offer, a specific discount, or the numerical benefit of a particular resource you’re providing — like “Join more than 750 others at this event!”
15. Pose a compelling question.
Asking a question in your subject line can also draw readers in — especially if you’re asking a question you know is relevant to your recipients’ buyer persona. This is just one way to pique that curiosity we mentioned earlier. For example, you might try the following: “Are you making these SEO mistakes?” or “Do you know what your website is doing wrong?”
Zillow once sent an email with the subject line, “What Can You Afford?” that linked to a website showing apartments for rent. A subject line like this is both encouraging and a touch competitive: While it gives hope that there are apartments out there that’ll fit within your budget, it also pits your cash against what the market offers.
16. Don’t be afraid to get punny.
Most people love a good pun. It’s a great way to delight your recipients and spice up your emails. Some of the best punny email subject lines come from JetBlue, with subject lines like “Land wander-ful low fares now!”
Quirky — a community-led invention platform — worded one of its email subject lines like this: “Abra-cord-abra! Yeah, we said it.” That second part is conversational and self-referential — and exactly what most people would say after making a really cheesy joke in real life.
If you’re the least bit punny, think about small ways you can slip them into your emails when it’s appropriate. Just don’t overdo it. And remember the rule: When in doubt, ask a coworker.
17. DON’T USE ALL CAPS or overuse exclamation points!!!
A subject line that says, “OPEN NOW AND RECEIVE A FREE TRIAL” or, “50% off coupon today only!!!!!!!!” isn’t going to get your email opened. If anything, it’ll probably get your email ignored.
18. Don’t include a question and exclamation in the same subject line.
Here’s a subject line that can automatically wind up in a recipient’s spam folder: “Want a solution fast? Act now!”
The fast solution isn’t the problem in the example above. It’s also not “act now” — although those are known email marketing spam words. It’s both phrases together. This is a classic email saboteur, and it comes in many forms. All you need is to ask and yell at the same time.
19. Use engaging preview text.
While preview text isn’t technically part of your subject line, it does appear right near the subject line — and it certainly deserves your attention.
Preview text provides recipients with a peek at the content inside your email, which email clients like the iPhone Mail app, Gmail, and Outlook will display alongside the subject line. (The exact amount of text shown depends on the email client and user settings.)
20. A/B test your subject lines.
Although these tips and best practices are a great place to start, what works best for some companies may not work as well for others. It’s all about figuring out what works best for your specific audience. That’s where A/B testing comes in.
While it can be tempting to use your intuition to predict what subject line language will make people click on your emails, you should always A/B test your highest-stakes subject lines, and tweak the wording according to your results. What works best for your audience: Long or short subject lines? Including numbers or not including numbers? Questions or statements?
To summarise, ask yourself the question, why would my customer open this email, what benefit is it to them? Answering that question and applying the above will see an increase in your open rates.
As business and marketing consultants we can advise and guide you to improve your email marketing.
