How to Write Email Subject Lines That Get Opened
Email marketing is one of the most powerful tools in a marketer’s arsenal, but it all starts with a simple yet critical factor—the subject line. The right subject line can mean the difference between an email that gets opened and one that gets ignored (or worse, sent to the spam folder).
This blog will guide you through the art and science of crafting subject lines that grab attention, spark curiosity, and compel recipients to click.
1. Understand Why Subject Lines Matter
The subject line is your first (and sometimes only) chance to make an impression. It’s what determines whether your email gets opened, ignored, or deleted.
Why It’s Important:
- First Impression: It’s the first thing recipients see in their inbox.
- Drives Engagement: A strong subject line increases open rates, leading to more clicks and conversions.
- Reduces Unsubscribes: Engaging subject lines keep your audience interested in your content.
Example:
Compare “Our Monthly Newsletter” with “🎉 Big News! Get 50% Off Today Only!” Which one would you open?
2. Keep It Short and Sweet
In a crowded inbox, long subject lines often get cut off. Aim for clarity and brevity to ensure your message gets across.
Ideal Length:
- Desktop: Aim for 50–60 characters.
- Mobile: Keep it under 30–40 characters to accommodate smaller screens.
Example:
Instead of “Discover the Top 10 Travel Destinations You Should Visit This Summer,” try “🌍 Top 10 Summer Destinations!”
3. Use Personalization to Build Connection
Personalized subject lines feel more relevant and are more likely to grab the recipient’s attention.
Ways to Personalize:
- Use Their Name: “John, Your Exclusive Offer Awaits!”
- Reference Past Behavior: “You Left This in Your Cart, Sarah!”
- Mention Location: “Deals Near You in New York!”
Pro Tip:
Most email platforms, like Mailchimp or HubSpot, allow you to insert personalization tokens automatically.
4. Spark Curiosity
Intrigue your audience by hinting at what’s inside the email without giving everything away.
How to Do It:
- Use open-ended questions: “Guess What’s Back in Stock?”
- Create a sense of mystery: “You’ll Never Believe This Deal…”
- Tease exclusive content: “A Sneak Peek Just for You.”
Example:
Instead of “Shop Our New Collection,” try “🔥 Just Dropped: Our Hottest Collection Yet!”
5. Include Actionable Language
Subject lines that include strong verbs or action phrases create a sense of urgency or excitement.
Examples of Actionable Phrases:
- “Claim Your Spot Today!”
- “Grab This Deal Before It’s Gone!”
- “Download Your Free Guide Now!”
Pro Tip:
Actionable language works well with time-sensitive offers to create FOMO (Fear of Missing Out).
6. Test Emojis (But Don’t Overdo It)
Emojis can make your subject lines stand out, but use them sparingly to maintain professionalism.
When to Use Emojis:
- To convey emotions: “🎉 Celebrate With Us!”
- To emphasize urgency: “🚨 Last Chance to Save!”
- To align with seasonal themes: “❄️ Winter Specials Are Here!”
Example:
“🔥 24-Hour Flash Sale” is more eye-catching than “24-Hour Flash Sale.”
7. Create a Sense of Urgency or Scarcity
People are more likely to act when they feel they might miss out on something valuable.
Examples:
- “Ends Tonight: 20% Off All Items!”
- “Hurry! Only 3 Spots Left for Our Webinar.”
- “Last Chance to Grab Your Discount!”
Pro Tip:
Combine urgency with exclusivity for even greater impact: “Members Only: Sale Ends in 6 Hours!”
8. Make It Relevant to the Reader
Generic subject lines fail to grab attention. Tailor your message to what your audience cares about.
How to Ensure Relevance:
- Segment your email list based on interests, behavior, or demographics.
- Address specific pain points or desires.
Example:
For an audience interested in fitness, “Struggling with Motivation? Try These 5 Hacks!” is more relevant than “Our Latest Blog Post.”
9. Avoid Spammy Words and Tactics
Certain words and practices can trigger spam filters or make your email seem untrustworthy.
Words to Avoid:
- “Free!!!” (excessive punctuation can be a red flag).
- “Guaranteed” or “Risk-Free.”
- “Make Money Fast.”
How to Stay Authentic:
- Focus on value and clarity over exaggerated claims.
- Test your emails with tools like Mail Tester to check for spam triggers.
10. A/B Test Your Subject Lines
What works for one audience may not work for another. A/B testing allows you to experiment and find what resonates best.
How to A/B Test:
- Create two subject lines for the same email.
- Split your email list into two groups.
- Measure performance based on open rates.
Example:
Test “🌟 Your VIP Discount Inside” against “John, Don’t Miss Your Exclusive Deal!”
Pro Tips for Writing Subject Lines That Convert
- Start with Numbers: Subject lines with numbers (e.g., “7 Ways to Boost Your Productivity”) often perform better.
- Use Humor Sparingly: A clever joke can grab attention, but ensure it aligns with your brand.
- Match Tone to Audience: Casual subject lines work for lifestyle brands, while professional tones suit B2B audiences.
- Leverage Seasonal Trends: Align subject lines with holidays or events for timely relevance.
Examples of Winning Subject Lines
- “You Asked, We Listened: New Features Are Live!”
- “💡 Productivity Hack: Save 3 Hours a Week with This Tool”
- “This Deal Ends at Midnight… Don’t Miss Out!”
- “Struggling with SEO? We’ve Got the Fix.”
- “🎁 A Little Gift for Our Favorite Customers”
Wrapping It Up
Crafting email subject lines that get opened isn’t just about being catchy—it’s about delivering relevance, value, and a touch of creativity. By personalizing your subject lines, sparking curiosity, and testing what works best for your audience, you can significantly boost your open rates and make your email marketing campaigns more effective.
Remember, your subject line sets the stage for the rest of your email. Make it count.
