Get FREE Training Workshop from John Crestani
John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.
What are the best practices for email subject lines?
The subject line is one of the most crucial elements of an email because it’s the first thing recipients see and often determines whether they open the email or not. To increase the chances of your email being opened, it’s important to follow best practices for writing compelling and effective subject lines. Here are some of the top email subject line best practices:
1. Keep It Short and Sweet
- Optimal Length: Aim for 40-50 characters. Subject lines that are too long may get cut off, especially on mobile devices.
- Concise and direct: Ensure that the subject line is brief but still conveys the essence of the email. Shorter subject lines are easier to read quickly and can grab attention faster.
Example: “Limited Time Offer: 20% Off Today!” (45 characters)
2. Create Urgency or Scarcity
- Urgency: Use phrases that evoke a sense of urgency to encourage recipients to open the email immediately.
- Scarcity: Highlight limited-time offers, limited quantities, or exclusive access to make the recipient feel like they might miss out.
Example:
- “Hurry! Sale Ends at Midnight”
- “Only 3 Left – Order Now”
3. Personalize Your Subject Line
- Use the recipient’s name: Adding the recipient’s name or other personalized information (like their city, past purchases, etc.) can significantly increase open rates.
- Tailor to their preferences: If you have behavioral data (such as past actions or interests), personalize the subject line to reflect those preferences.
Example: “[First Name], Your Special Discount Awaits”
4. Be Clear About the Value
- Benefit-driven: Make it clear what the recipient will gain by opening the email. Focus on the value or the benefit they will receive.
- Avoid vagueness: Don’t leave the recipient guessing about what the email is about. Be specific.
Example: “Save 30% on Your Favorite Shoes”
Avoid: “Check out this offer!” (Too vague)
5. Use Action-Oriented Language
- Command the reader’s attention: Use action verbs that prompt the reader to take action, like “Get,” “Discover,” “Claim,” or “Shop.”
- Create excitement: Make your subject line feel dynamic and engaging by including action-oriented language.
Example: “Shop the Latest Collection Now”
Avoid: “You Have a New Offer” (Too passive)
6. Incorporate Numbers or Lists
- Specific numbers can help make the email more appealing and easier to understand. People are drawn to specific figures because they suggest clarity and concrete value.
- Use percentages, discount amounts, or the number of items available.
Example:
- “5 Ways to Boost Your Productivity”
- “10% Off + Free Shipping”
7. Ask a Question
- Engage curiosity: Posing a question in the subject line can spark curiosity and encourage the recipient to open the email to find the answer.
- The question should be relevant and interesting to your target audience.
Example: “Are You Ready to Save 20% Today?”
Avoid: “Do you know about our new product?” (Too general)
8. Use Humor (When Appropriate)
- Light humor can catch the reader’s attention and make your email stand out in a crowded inbox. However, be careful to match the tone with your brand and audience.
- Keep it light, fun, and inoffensive.
Example: “Don’t Make Us Beg—Open This Email!”
Avoid: Humor that is overly complex or difficult to understand.
9. Test for Mobile Devices
- Mobile optimization: Since a significant portion of emails are opened on mobile devices, ensure your subject line is optimized for small screens. Shorten it so it doesn’t get cut off, and make sure it’s still impactful on mobile.
- Keep your subject lines under 50 characters to avoid truncation on smaller screens.
10. Use Emojis (If Relevant)
- Emojis can make a subject line more eye-catching and can help convey emotion or tone. However, use them sparingly and ensure they’re appropriate for your audience.
- Emojis should align with your brand tone and message, and they should not overcrowd the subject line.
Example: “🎉 Your Exclusive 20% Discount Awaits!”
Avoid: Too many emojis or irrelevant emojis.
11. Test and Optimize with A/B Testing
- Experiment with different subject lines to see what works best with your audience. A/B testing allows you to compare subject lines and optimize for higher open rates.
- Test variations in length, tone, urgency, or personalization to determine which approach resonates with your audience.
Example of A/B Test:
- Subject A: “Last Chance! Get 30% Off Today Only”
- Subject B: “30% Off Ends Today – Don’t Miss Out”
12. Avoid Spammy Words
- Watch out for words that trigger spam filters, such as “free,” “buy now,” “limited time,” “guaranteed,” and “urgent.” While these words can convey urgency or value, overusing them or using them in a way that feels pushy or manipulative can send your email to the spam folder.
- Keep your subject lines natural and avoid overhyping.
Example: “50% Off Your Next Purchase – Shop Now!”
Avoid: “Free Gift! Shop Now and Save Big!” (Spammy)
13. Create Curiosity or Intrigue
- Tease the content of the email to pique curiosity without giving everything away. This can encourage the recipient to open the email to learn more.
Example: “You Won’t Believe What’s Inside!”
Avoid: “Check Out Our New Product Collection” (Too straightforward)
14. Match the Subject Line with the Email Content
- Consistency is key: Make sure the subject line accurately reflects the content of the email. Misleading subject lines can frustrate readers and lead to higher unsubscribe rates.
- Set proper expectations about what the recipient will find when they open the email.
15. Leverage Holiday or Event-Based Themes
- Seasonal or event-related subject lines can be very effective, especially around holidays or special occasions. They can tap into current trends and feelings of urgency, such as Black Friday or New Year sales.
Example: “Black Friday Starts Now – 50% Off Everything!”
Avoid: “Big Discount Inside” (Lacks urgency and relevance)
Conclusion:
The subject line is your first and best opportunity to capture a recipient’s attention. By following best practices like keeping it concise, adding personalization, creating urgency, and testing different approaches, you can significantly improve your open rates. Remember, the subject line sets the tone for the entire email and should align with the content to meet your recipient’s expectations. Keep experimenting to find what works best for your audience, and always optimize based on performance data.
