Subject lines can make or break your email, but they often don’t get enough attention 📬
Think of your subject line as the trailer to your email movie. Too boring and nobody’s going to want to see your content. If you nail it, however, your email might just be the next Oppenheimer.
So, next time you’re about to hit that Send button, take a moment, have a look at our 14 steps below, and make sure your subject lines are a hit.
1. Keep it short
Keep your subject line short and succinct. Stay below 70 characters to avoid it being cut off. With mobile opens rising, shorter subject lines ensure your message doesn’t get lost. Aim for clarity, not length. A concise subject line grabs attention and leaves room for the important stuff.
2. Curiosity
Tease an offer, but don’t give away too much information so your customer will want to read the email. Everyone loves a bit of mystery! A good subject line sparks curiosity and makes your audience wonder, “What’s inside?” But don’t be overly cryptic – balance intrigue with clarity.
3. Urgency
Create a sense of urgency, particularly for sale events and last-chance emails, or welcome series with expiring coupons. Phrases like “Hurry!” or “Last chance!” make recipients feel the need to act now. But be careful not to overdo it. Too much urgency can feel pushy. Use urgency strategically to drive conversions when it matters most.
4. Personalisation
First name personalisation still works, but don’t stop there. Do you know what brands your customer last bought? Use it in the subject line. Know their pet’s name or hometown? Get creative with first-party data. Just don’t get too creepy. There’s a fine line here, and you don’t want to overstep. Personalisation makes the email feel tailored and speaks directly to the reader, making it more relevant.
5. Questions
Asking a question in your subject line (ideally in combination with personalisation) works wonders. People love to feel like they’re being spoken to personally. A good question sparks curiosity and invites the reader to open the email. Just ensure your question is something the reader is interested in answering!
6. Emojis
Time to jump on the emoji train 🚂! These little guys are a great way to make your email stand out. But use them wisely. Emojis can increase open rates by drawing attention to your email in a crowded inbox. Make sure the emoji is relevant to your brand and tone. For example, if you’re sending a promotion for new arrivals, a gift emoji 🎁 can add to the excitement. But don’t go overboard – too many emojis can make your subject line look unprofessional.
7. Optimize for Mobile
Did you know that over 60% of emails are opened on mobile devices? 📱 If your subject line is too long, it could get cut off on smaller screens. Test your subject lines across different devices to make sure your most important message fits. Keeping it short and impactful ensures your subject line performs well no matter where it’s viewed.
8. Be Clear, Not Cryptic
While curiosity works, don’t go so far that your subject line is vague or misleading. If your subject line feels too cryptic, it might turn readers away rather than draw them in. Be clear about the value you’re offering, but leave just enough room for intrigue. You don’t need to give everything away, but you also don’t want to confuse your audience.
9. Use Power Words
Certain words pack a punch. Words like “exclusive,” “limited-time,” “discover,” “free,” and “unlock” create a sense of intrigue or offer a perceived benefit. Use them strategically to grab attention and make your subject line feel more enticing.
10. Don’t Underestimate the Preview Text
The preview text that appears beside the subject line is like the second punch in a one-two combo. Don’t leave it blank, and don’t just repeat your subject line. Use this space to expand on your message or add a little extra value. It’s the perfect opportunity to encourage the reader to open the email, especially when it’s paired with a strong subject line.
11. Be Consistent with Your Brand Voice
Make sure your subject line aligns with your brand’s voice and tone. Whether you’re cheeky, professional, or casual, ensure your subject line matches the overall vibe of your email campaign. It helps build brand recognition and consistency, so your audience knows what to expect from you.
12. A/B Test Subject Lines, but Don’t Overthink It
A/B testing subject lines is essential, but don’t overcomplicate it. Keep it simple, and test one element at a time: maybe just the use of emojis, or a change in tone (e.g., playful vs. professional). Once you gather enough data, you’ll be able to see patterns in what works and can create more subject lines that resonate with your audience.
13. Use Numbers and Lists When Possible
Numbers and lists stand out. People like to know exactly what they’re getting before they open the email. A subject line like “5 ways to boost your open rates” or “Top 3 email marketing tips” can feel more digestible and actionable, sparking curiosity in the reader. This also appeals to people who are short on time and want a quick, actionable takeaway.
14. Test, test, test
Every email you send should have an A/B tested subject line. Choose different things to test each week: questions vs. statements, emojis vs. plain text, offer vs. no offer, and see what works. Document your results, then repeat.
Testing helps you understand what resonates with your audience. It’s not about finding a perfect formula but refining your strategy to what works best for your customers. Don’t forget to test different times too. Send your emails at various times of the day to figure out when your audience is most likely to open them.
