Your subject line is one of the first things a person sees when they receive your email. It often determines whether they open it or delete it without a second thought. Your entire campaign can fall flat if the subject line does not do its job.
Here are some tips to help you write subject lines that get results.
Write the subject line first
Your subject line should never be an afterthought tacked on just before you hit send. It sets the tone for everything that follows. Writing it first keeps your content focused and makes sure the body of your email actually supports what the subject line promises.
Keep it short
The sweet spot for subject line length is around 41 characters, or roughly seven words. Keep your audience in mind here. If a large portion of your database reads email on a phone, aim for 25 to 30 characters so the line does not get cut off. Get to the point fast.
Test your subject lines
Your subject line is one of the easiest parts of a campaign to test. Send a test email and check how the subject line renders across different devices before you send to your full list.
If you are unsure which subject line will perform better, run an A/B test. You can test length, wording, or entirely different angles, and let your database tell you what works.
Cut filler words
Space is tight, so avoid words that add nothing. Your company name belongs in the 'from' field, not the subject line. Greetings like 'Hello' and sign-offs like 'Thank you' waste characters your audience will skim past anyway. Save those for the email body.
Vary your subject lines
Readers tune out quickly when they see the same subject line format every send. Fresh, varied subject lines signal that you have something new to say. That keeps subscribers curious enough to keep opening.
Make it personal
Including a subscriber's first name in the subject line helps your email stand out in a crowded inbox. It also gives readers a reason to feel the message is relevant to them.
74% of marketers say targeted personalisation increases customer engagement., eConsultancy
Your subject line deserves as much attention as the rest of your email. Spend time on it, test it, and your open rates will reflect that effort.
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Frequently asked questions
- How long should an email subject line be?
- Around 41 characters or seven words is a good target for desktop readers. If most of your audience opens email on mobile, keep it to 25 to 30 characters so the subject line does not get truncated.
- Does personalising a subject line actually improve open rates?
- Yes. According to eConsultancy, 74% of marketers report that targeted personalisation increases customer engagement. Adding a subscriber's first name to the subject line is a straightforward way to stand out in a crowded inbox.
- How do I know which subject line will perform best?
- Run an A/B test. Split your list and send each segment a different subject line, then compare open rates. You can test length, tone, or entirely different wording to find what resonates with your audience.
- What words should I avoid in an email subject line?
- Avoid your company name (it belongs in the 'from' field), generic greetings like 'Hello', and sign-offs like 'Thank you'. These take up space without giving readers a reason to open the email.