An email subject line is your first chance to make a strong impression and earn a recipient’s attention. Whether you’re sending marketing emails, newsletters, or professional communications, the subject line determines whether your email gets opened, ignored, or sent to the trash.
Our team analyzes emails sent by users through Newsmachine to find out which methods provide the best open rates. Certain types of subject lines have proven to be more successful than others.
Here are a few strategies for you to try out.
1. Keep it short
- Ideal length: 6-10 words or under 50 characters.
- Short subject lines are easier to read, especially on mobile devices.
- Long subject lines are cut, reducing the impact.
Examples:
Bad: “Here are the top 10 features of our new product update”
Good: “10 new features you’ll love”
2. Be clear
- Clarity is usually better than trying to be clever.
- Avoid vague or ambiguous language
- Your reader should immediately understand the value of opening the email.
Examples:
Bad: “Big things are coming…”
Good: “New Pricing Plans Launch Tomorrow”
3. Use action-oriented language
- Start with action verbs to encourage clicks.
- Make the subject line more dynamic and engaging.
Example:
- “Download your free guide now”
- “Get your 20% discount”
- “Join Us for Thursday’s Webinar”
Create urgency (But be honest)
- Adding time sensitivity can boost opens.
- Avoid overused or deceptive tactics – trust is important.
Example:
- “Ends Tonight: Final Chance to Register”
- “Only 3 places left for Friday’s event”
5. Use numbers and lists
- Numbers create structure and stand out in a full inbox.
- They also set expectations for the content.
Example:
- “5 ways to save on your next trip”
- “Top 3 marketing trends for 2025”
6. Avoid spammy words
- Words like “FREE!!!”, “Act now!”, or “Guaranteed” can trigger spam filters.
- Instead, use language that focuses on value.
Avoid words like:
- “Buy now”
- “Earn money fast”
- “This is not a scam”
7. Match the subject line with the email content
- The subject line is a promise – don’t break it.
- Misleading subject lines may increase opens but hurt trust and engagement.
Tip: Make sure that the email body directly addresses what the subject line promised.
8. Use emojis carefully
- Emojis can help your email stand out in a crowded inbox.
- Use emojis to supplement words rather than replace them, to make sure your main message gets across.
- Remember that different operating systems display emojis differently – test before sending.
Example:
- “🎉 You are invited: Annual Celebration Event”
- “🛍️ Weekend Sale Starts Now!”
Final Checklist Before You Hit Send:
- Is the subject line under 50 characters?
- Is the value clear?
- Does it avoid spam triggers?
- Does the subject line match the content of the email?
Think like your target audience. Before writing a subject line, ask:
“If I saw this in my inbox – would I open it?”