How To Write a Good Subject Line For Email Marketing [UPDATED]

Introduction.

If you’ve ever written an email marketing campaign, you know the feeling: spending hours refining the content, making sure the layout is just right, and carefully planning your send time.

But none of that effort matters if your subject line—the first thing people see—falls flat and fails to convince recipients to open the email.

So, how important is the subject line? In short, it’s critical. It’s the gatekeeper to your email content, and statistics show that 47% of people decide whether or not to open an email based solely on the subject line. On top of that, around 69% of recipients mark an email as spam simply because of its subject line.

This can seriously impact your open rates, engagement, and ultimately, the success of your email marketing campaigns.

Let’s break down why crafting an effective subject line matters and how to do it. I’ll guide you through some of the most effective strategies, weigh in on the pros and cons when needed, and answer some common questions.

Why Are Subject Lines So Important?

Imagine your email inbox. It’s a crowded, noisy place filled with work updates, social notifications, and marketing emails.

Most people don’t have the time (or patience) to sift through everything. A strong subject line cuts through the clutter and grabs attention.

Good subject lines can increase your open rate, improve the overall performance of your campaigns, and help you build a more engaged audience over time.

A poorly crafted subject line, however, might be ignored or, even worse, get your emails labeled as spam. Essentially, the subject line acts like a first impression, so it’s vital to get it right.

Key Elements of a Great Subject Line

1. Keep It Short and Sweet.

Inboxes are filled with emails vying for attention, so you have only a few words to make an impact. The ideal subject line length is around 6-10 words or fewer than 50 characters.

Anything longer might get cut off, especially on mobile devices. For instance, a subject line like “Don’t Miss Out: Exclusive Sale Inside” is short, clear, and conveys a sense of urgency.

2. Make It Personal.

Emails with personalized subject lines are 26% more likely to be opened. Adding a name or a detail relevant to the recipient can make a huge difference.

Instead of a generic subject line like “Our Latest Update,” try “Jessica, Here’s an Update Tailored Just for You.” It makes the email feel more relevant and engaging.

3. Create Urgency or Curiosity

Phrases that create a sense of urgency, like “Only a Few Hours Left” or “Limited Time Offer,” encourage readers to open your email sooner rather than later.

Alternatively, you can spark curiosity. Subject lines like “You Won’t Believe What’s Inside” or “The Secret to [Solving a Problem]” make readers want to find out more.

Pros and Cons of Different Strategies

Urgency and Scarcity

• Pros: Drives quick action, boosts open rates
• Cons: If overused, it can feel spammy or insincere. People may also feel annoyed if the urgency feels exaggerated.

Humor and Playfulness

• Pros: Makes your email stand out, appeals to readers who appreciate creativity
• Cons: Humor can be subjective and might not resonate with everyone. It can be risky if your audience doesn’t share your sense of humor.

Using Numbers and Lists

• Pros: Subject lines like “5 Tips to Boost Your Productivity” are clear and set expectations. They’re easily scannable and let readers know what to expect.
• Cons: Overusing this strategy can make your emails feel formulaic.

Asking a Question

• Pros: Engages readers right away by tapping into their curiosity or a pain point, e.g., “Struggling to Save Time at Work?”
• Cons: If your question doesn’t resonate or feels irrelevant, people might just skip your email.

FAQs

1. How long should my subject line be?

A: Ideally, keep it under 50 characters. Mobile users now make up about 46% of email opens, and shorter subject lines are less likely to be cut off on smaller screens.

2. Should I use emojis in my subject lines?

A: It depends on your brand and audience. Emojis can make your subject line stand out but don’t overdo it. Emails with emojis have higher open rates, but using them too often can make your messages feel gimmicky.

3. Are there any words I should avoid in subject lines?

A: Yes, be cautious with words like “Free,” “Win,” or “Exclusive.” While these can work well in some cases, they’re also common triggers for spam filters. Instead, try using words that convey value without sounding spammy.

4. Does A/B testing subject lines really help?

A: Absolutely. A/B testing allows you to try different strategies and learn what resonates with your audience. For example, you can test urgency versus curiosity or different personalization techniques to find what works best.

5. How often should I change my subject line strategy?

A: Keep testing and adjusting. If you notice open rates dropping, try a new approach. Trends in email marketing evolve, and your audience’s preferences may change over time.

Wrapping It Up

Your subject line can make or break your email marketing campaign. Getting it right means understanding your audience and experimenting with different techniques to see what works. From being concise and personal to creating urgency or intrigue, the right approach can significantly boost your email performance.

So, how do you plan to improve your subject lines? Do you have a go-to strategy, or is there something you’re curious to try out next? Feel free to share your experiences or questions—I’d love to hear your thoughts!