Email Subject Line Tips: How to Get More Opens
Your subject line decides whether your email is opened or ignored. The best ones are clear, specific and honest. Here is how to write them.
Be specific
Tell people what is inside. "5 ways to cut your email setup time" beats "Newsletter #12". A specific promise gives a reason to open.
Put the important words first
Phones often show only the first part of a subject line, so lead with the key words and keep the rest as a bonus. Shorter subject lines are easier to read in a crowded inbox.
Avoid spammy habits
- ALL CAPS and lots of exclamation marks.
- Misleading claims, such as a fake "Re:" or "Fwd:". Deceptive subject lines are also against anti-spam laws in many places.
- Words that scream "offer" with nothing behind them.
Use personalisation carefully
A first name can help, but only if your data is clean. Use a fallback such as "there" when the name is missing. In our builder, type {{first_name}} in your text and it converts to your platform's tag when you export.
Match the preheader
The subject line and the preview text appear together. Use the preheader to add detail rather than repeat the subject. See what a preheader is.
Before and after
- Weak: "Our monthly update". Better: "3 changes to how you export emails".
- Weak: "Big sale!!!". Better: "Your 20% code expires Sunday".
- Weak: "Hello". Better: "Your welcome guide is inside".
Test and learn
Many platforms can A/B test two subject lines on a small part of your list and send the winner to the rest. Change one thing at a time, and judge by clicks as well as opens.