You can spend hours putting together a great email, but none of that matters if people never open it.
That is why email subject lines deserve more attention than they sometimes get. They are often the first thing someone sees in their inbox, and in a matter of seconds, the reader decides whether the email looks useful, interesting, or worth ignoring.
A strong subject line doesn’t have to be clever every time. In fact, straightforward subject lines often work well because people immediately understand what they’re getting. If you’re trying to figure out how to write email subject lines, start by thinking about what would make you open the message if it landed in your own inbox.
What Is a Great Open Rate?
There isn’t one email open rate that every business should be aiming for.
Open rates can change depending on the industry, audience, type of email, and even how often you send campaigns. Campaign Monitor publishes email marketing benchmarks that can give you a general idea of how different industries perform.
Still, your own numbers are usually more useful. Look at your previous campaigns and see which subject lines performed better than your normal average. That gives you a much better starting point than comparing yourself with a completely different business.
What Characterizes an Effective Email Subject Line?
There’s no perfect formula, but a few email subject line best practices can make writing them easier.
Keep It Brief
People scan their inboxes quickly, especially on their phones. If your subject line is too long, the important part may be cut off before the reader gets to it.
Try to get the main idea across early. You don’t need to explain the entire email in the subject line. Give the reader enough information to understand why opening it might be worthwhile.
Cut to the Chase
An inbox is already full of messages asking for attention. Don’t make readers work too hard to understand yours.
If you’re announcing a sale, say so. If the email contains a useful guide, tell them what they’ll learn. If there’s an important deadline, make that clear.
Simple is often better.
Maintain Its Relevance
Your subject line and email should tell the same story.
A dramatic subject line may get an initial click, but if the content inside doesn’t deliver what was promised, readers will probably remember that the next time they see your name.
A good subject line creates interest without misleading anyone.
Make It Personal
Personalization can help an email feel less like a mass message.
That could mean including someone’s name, but it doesn’t have to. You can also personalize based on past purchases, location, interests, or previous activity.
For example, “A few ideas for your next canvas print” may feel more personal to a customer who recently ordered artwork than a generic “Check out our latest products.”
Avoid Spammy Techniques
Writing everything in CAPITAL LETTERS and adding five exclamation points usually doesn’t make an email look more important.
It often does the opposite.
Keep punctuation under control, avoid exaggerated promises, and don’t make the subject line sound like something you wouldn’t say to a customer in real life.
10 Email Subject Lines to Increase Open Rates
If you’re stuck staring at a blank subject-line field, these approaches can help you get started.
1. Show the Benefit
Tell the reader what they’ll get from opening the email.
A subject line such as “How to make blog posts that sell” works because the benefit is obvious. Someone interested in improving their blog already knows why the email may be worth reading.
2. Create Curiosity
You don’t always have to tell the whole story in the subject line.
Sometimes a little curiosity is enough. A question, unexpected phrase, or incomplete idea can make people want to know what comes next.
Just don’t take it so far that the subject line becomes vague or confusing.
3. Use FOMO Carefully
Nobody likes realizing they missed a good deal by a few hours.
That’s why urgency can work well in email subject lines. Messages such as “Sale ends tonight” or “Last day to save 20%” make the deadline clear.
The important part is that the urgency needs to be real. If every email says “last chance,” people eventually stop believing it.
4. Present an Offer
If you have something worthwhile to offer, there’s nothing wrong with saying so directly.
Discounts, gifts, free resources, early access, or special bundles can all make strong subject lines when the offer is relevant to the reader.
You don’t need to oversell it. Sometimes “A little gift for you” is enough.
5. Be Personal
Think about who is receiving the email rather than writing one line for everyone.
For example:
“Sarah, we saved this one for you”
can feel more personal than:
“New products now available.”
Names aren’t the only option, though. A recommendation based on something the customer previously bought can feel even more relevant.
6. Focus on a Problem
People tend to pay attention when something speaks directly to a problem they’re already trying to solve.
If your product or content can help, say that in the subject line.
“Still struggling with blurry product photos?”
immediately tells the reader what the email is going to address.
The better you know your audience, the easier these subject lines become to write.
People like being kept in the loop, especially when the information affects them.
Industry changes, seasonal topics, new trends, or platform updates can all make useful subject lines.
The trick is relevance. A trending story that has nothing to do with your customers probably won’t help just because it happens to be popular.
8. Use Humor
A funny subject line can break up an otherwise boring inbox.
Humor works best when it already fits your brand voice. If your business normally communicates in a relaxed way, an unexpected joke can feel natural.
If your brand is more formal, forcing humor into every campaign may have the opposite effect.
9. Appeal to How People See Themselves
People often respond to messages connected to identity, confidence, appearance, or achievement.
That’s why subject lines such as “Give your portfolio the upgrade it deserves” can work. The message isn’t simply about a product. It connects the product with something the reader wants to improve.
Use this carefully, though. The goal isn’t to make people feel bad about themselves just to get an open mind.
10. Use Social Proof
Sometimes people want to know what everyone else is choosing.
Subject lines can use that interest by mentioning popular products, customer favorites, reviews, or the number of people already using something.
For example:
“Our most popular print size this month”
gives the reader a reason to wonder what other customers are buying.
Frequently Asked Questions About Email Subject Lines
How long should email subject lines be?
There is no perfect length, but shorter subject lines are generally easier to scan. Put the important information near the beginning so it still makes sense on mobile.
Should I use the customer’s name?
You can, but only when it feels natural. Personalization based on interests or previous purchases can sometimes be more useful than simply adding a first name.
Are emojis good in email subject lines?
They can work for some audiences. Use them sparingly and make sure they fit your brand rather than adding them just to stand out.
How can I test different subject lines?
Try A/B testing two versions of the same campaign. Send each subject line to part of your audience and compare the results.
What should I avoid in a subject line?
Avoid misleading claims, excessive punctuation, unnecessary capitalization, and promises that the email itself doesn’t deliver.
Start With the Reader, Not the Subject Line
The easiest way to improve email subject lines is to stop asking, “How can I make this sound clever?” and start asking, “Why would someone want to open this?”
That change in perspective makes how to write email subject lines much simpler. Give people a clear benefit, keep the message relevant, and test different approaches to see what your audience responds to.
There isn’t one style that works for every email. A promotional campaign may need urgency, while an educational email may work better with a question or straightforward benefit.
Keep testing, pay attention to the results, and let your own audience show you what works.
For more ways to improve the rest of your campaign, read How to Connect With Customers Through Email Marketing.
