How to Write Email Subject Lines That Get Opened

Picture this: you’ve spent hours crafting the perfect email. The content is spot on, the design is sleek, and the call-to-action is irresistible. But when you hit “Send,” something unexpected happens—your open rates are disappointingly low. What gives? The answer might lie in your email subject line.

Your subject line is like the packaging of a gift. If it’s boring or unclear, people won’t bother opening the “gift” inside. But if it’s catchy, intriguing, or useful, your email stands a much better chance of standing out in crowded inboxes. So, how do you write email subject lines that people actually want to click on? Let’s dive in.


Why Are Subject Lines So Important?

Think of your email subject line as a first impression. It’s the first thing a recipient sees, and they’ll judge whether to open the email or ignore it based on those few words.

  • Fact: Studies show that 47% of email recipients open emails based on the subject line alone.
  • Fact: About 69% of email recipients mark emails as spam based solely on the subject line.

This means your subject line has the power to make or break your campaign.


How to Write Irresistible Email Subject Lines

1. Keep It Short and Sweet

Did you know most people check their emails on mobile devices? On a small screen, long subject lines get cut off. Aim for 50 characters or less to ensure your subject line stays intact.

Example:

  • “Don’t Miss This Exclusive Offer!”
  • “We Have an Amazing Opportunity for You That You Can’t Afford to Miss!”

2. Make It Personal

People love feeling special. Adding a touch of personalization—like using their name or referencing their preferences—can significantly increase open rates.

Example:

  • “John, Your Discount Is Waiting!”
  • “Only for You: 20% Off Your Favorites”

Pro Tip: Personalization goes beyond names. Use past behaviors, locations, or interests to craft tailored subject lines.


3. Create a Sense of Urgency

FOMO (Fear of Missing Out) is a real thing. When your subject line hints at scarcity or urgency, people feel compelled to act quickly.

Example:

  • “Ends Tonight: 50% Off Everything”
  • “Hurry! Only 5 Spots Left for Our Webinar”

Be careful, though. Overusing urgency can make your emails seem spammy.


4. Use Numbers and Lists

People are naturally drawn to numbers. They’re easy to scan and suggest actionable content.

Example:

  • “5 Tips to Save Money This Month”
  • “Top 10 Destinations for Your Summer Vacation”

Numbers also imply that the email will be concise and organized—something busy readers appreciate.


5. Ask Questions

Questions are a great way to spark curiosity and engage your audience. Just make sure the question resonates with your recipient’s needs or interests.

Example:

  • “Struggling to Grow Your Business?”
  • “Ready for a Change?”

When readers see a question, their natural response is to look for the answer—inside your email!


6. Use Humor (When Appropriate)

If your brand’s tone allows for it, a funny or witty subject line can grab attention. Humor adds a human touch that makes your email feel less like a sales pitch.

Example:

  • “Oops, We Forgot Something (And It’s for You)”
  • “You Had Me at Hello (And 20% Off)”

Make sure the humor aligns with your brand and audience.


7. Test Emojis

Emojis can make your subject line stand out in a sea of text. But don’t overdo it. Use emojis that are relevant to your message and enhance its meaning.

Example:

  • “🎉 Celebrate With Us: 30% Off Inside!”
  • “🌟 Exclusive Deal Just for You”

Pro Tip: Test how emojis display across different email clients to avoid any awkward misinterpretations.


What to Avoid in Email Subject Lines

While crafting the perfect subject line, here are some common pitfalls to dodge:

  1. Clickbait:
    Promising something unrealistic or misleading might get you clicks initially, but it damages trust in the long run.

    • “You’ve Won $1,000,000!”
  2. Excessive Capitalization and Punctuation:
    All caps or too many exclamation marks scream “spam.”

    • “LIMITED TIME OFFER!!!!!”
  3. Overusing Buzzwords:
    Words like “free,” “guaranteed,” or “urgent” are often flagged by spam filters. Be strategic in their usage.

How to Test Your Subject Lines

Even the most well-crafted subject line can flop if it doesn’t resonate with your audience. That’s why testing is crucial.

  1. A/B Testing:
    Send two different subject lines to a small portion of your audience. Use the one with the higher open rate for the rest of your list.

    • Test different lengths, tones, or use of emojis.
  2. Analyze Data:
    Look at past campaigns to identify trends. What subject lines worked? What didn’t?
  3. Use Tools:
    Platforms like CoSchedule’s Headline Analyzer or SubjectLine.com can score your subject lines and suggest improvements.

Examples of Winning Subject Lines

To spark your creativity, here are a few real-life examples of subject lines that perform well:

  1. “You’re Missing Out on This Exclusive Deal”
  2. “Last Chance to Save 30%!”
  3. “📢 Important Update About Your Account”
  4. “Your Weekend Plans Just Got Better”
  5. “Is Your Marketing Strategy Outdated?”

Final Thoughts

Mastering the art of email subject lines takes practice, creativity, and a bit of data analysis. Remember, the goal is to pique curiosity, provide value, and ultimately make your reader want to click.

Now, it’s your turn. Experiment with these tips, and watch your open rates soar. And if you’re stuck, just think: what kind of subject line would make you open an email? Chances are, your audience will feel the same way.

What’s your favorite subject line tip? Share it in the comments below!