How to craft a compelling email subject?

Michal Michal Krejčí
27. October 2023

The subject of your email can significantly influence whether your recipient decides to open it or leave it untouched. Below are some tips on how to create the ideal email subject line and what to avoid when creating one.

  • Using the Preheader: A preheader, or a subject line preview, is a short summary that usually appears below the subject line and is usually the first content your recipient sees. The preheader should complement the subject line and give the reader insight into the content of your message.
  • Mobile optimization: With up to 46% of emails opened on mobile devices, ensure your subject is concise. A recommended length is 30-45 characters or around 6-8 words. The 2022 trend leaned towards a three-word subject.
  • Be relevant and clear: Your subject should be directly related to the content of the email. Misleading subjects can lead to a decrease in trust from your subscribers.
  • A/B testing: Also known as Split testing. Before dispatching your mass campaign, test multiple subjects to see which has a better open rate. About 47% of marketers already employ this tactic.
  • Name of the sender matters: Recognizable sender names increase open rates. Up to 45% of users might ignore emails from unknown senders. Ensure the sender name is associated with your brand or purpose.
  • Use emojis sparingly: Emoticons, smileys, kaomojis, emojis can add pizzazz or flair and attract attention if used appropriately. However, their excessive or inappropriate use can give an email an unprofessional appearance. Always consider your target audience!
  • Create a sense of urgency and scarcity: Subjects that convey limited supply or a sense of urgency, such as Last Chance or Only a Few Spots Left, can increase open rates.
  • Avoid spammy words: Words like free, buy now, or excessive use of exclamation marks can land your email in the SPAM folder.
  • Add a personal touch: Personalizing subjects, especially with the recipient’s name, can improve open rates. It provides a sense of recognition and value to the recipient.
  • Always proofread your text: Avoid grammatical and spelling mistakes in the subject. Errors can make an email look less credible.
  • Be careful with capital letters: Using CAPITAL LETTERS can give an email an aggressive look and is a common spammer trigger. Use capital letters sparingly.
  • Ask questions: Asking a question can pique the recipient’s curiosity, which may encourage them to open the email and search for answers.

Remember, the main goal of the subject line is to entice the recipient to open the email. It should provide a clear, concise and honest overview of the content. Constantly evaluate and adapt your strategy to what resonates most with your audience.