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10 Tips for Writing Email Subject Lines


Even though subject lines massively contribute to the overall success of an email marketing campaign, they are often overlooked, taken for granted or made a secondary priority to the body of the email.


Here are 10 tips for writing email subject lines that will give your campaigns every chance of being opened!

1. Test every subject line before delivery

With an email subject Line tester, you can test each subject line before you send it. This is a free tool that can make sending emails much easy. Optimise subject lines and see how they’ll look in recipients’ inboxes.


2. Use the person’s name in the sender field

Getting an email from a real person feels more friendly than one from a company. Use an employee’s name in the sender field, rather than your companies name. For solo consultants, your name might double as your brand however, larger retail and B2B companies can benefit from this strategy, too.


Most email service providers allow you to edit the sender field. Consider using the name of the individual sending the email, or the best point of contact should a recipient have questions.


3. Add Personalisation

People want to feel like they’re more than just another number. So, make your emails even more personable, including the recipient's name.


4. Use Power Words

Subject lines should inspire readers to take action. So, include power words that motivate audiences to open and click. Such as:


· %off

· 24-hour giveaway

· Back in stock

· Celebrate

· Congratulations

· Exclusive

· Fastest

· Great deals

· Holidays


5. Experiment With Numbers and Stats

Including a number like a percentage can influence an increase in clicks and replies:


There are at least a couple of reasons this might be the case:

  • Numbers are concrete. Subject lines that make vague are less compelling than those that state-specific benefits. For example, “Save 25%”.

  • Sometimes, stats are hard to believe even when accurate. You just have to click for confirmation.

6. A/B Test Subject Lines

No study nor external data point will ever be as important as your own results. One way to get insight into what works for your audience specifically is to A/B test as much as possible. Subject lines are one element to split test, and most email service providers make this easy. Here are some shortcuts to get you started:


· Mail chimp

· Campaign monitor

· Active campaign


7. Create a Curiosity Gap

Creating a curiosity gap, you’re enticing your reader with a hint of what’s to come, without giving all the answers away. The curiosity gap can be used to compel people to open your email.


Imagine what it can do for your email marketing. Try to incorporate techniques into your subject line writing, such as:


1. Identify the beginning and end of the story in your email.

2. Leave out crucial information in the middle.


Here are some examples of what this might look like:

  • “The easiest way to achieve your goal isn’t what you think.”

  • “What’s the fastest way to achieve your goal?"

  • “Should you use this tactic to achieve your goal?"

All the above examples leave something out, that can only be fully read by clicking through to the email.


8. Make Use of Available Preview Text

Preview text appears on some emails after the subject line. This space will be filled with copy from the email itself. Leaving it blank is a missed opportunity, as it offers a chance to give your subject line more context.


The subject line inspires urgency such as: the last call, while the preview text offers more specifics such as: exactly how long the offer will remain, and how much can be saved.


Using preview text is simple: write your subject line, then add context. Here are some ideas:

  • Tease an offer, then add more specifics.

  • Include information about additional content in your email (that isn’t implied by the subject line itself).

  • Ask a question in your subject line and, use the preview text to tease an answer.

See how it impacts opens and clicks.


9. Never Use All-Caps

It sounds like you're shouting in your email and in your reader's face.


10. Experiment With Emojis

Emojis are more than just fun illustrations. They can actually help improve opens on emails. In fact, using emojis have seen a 56% increase in their unique open rates.

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