Email Subject Line Best Practices

- Priyank Sharma

December 13, 2022

Most of the time, an email's subject line determines whether it gets read.

It is what separates your email from the 100+ others that are received daily by the typical inbox. Recipients are encouraged to open the email because of it.

In order to maximize the effectiveness of their emails, 47% of marketers claim to test various email subject lines. Writing subject lines that will compel readers to click through is crucial for this reason.

Even though they might seem insignificant, they're one of your email recipients' very first impressions of you. They also give marketers a chance to stand out in a crowded inbox.

Do you want the content of your emails to be read, clicked, and opened? The subject line is the place to start. Continue reading for some tried-and-true suggestions on how to spice up your email subject lines and increase email engagement.


Personalize it

Emails can be customized in a variety of ways. For example, instead of using a generic brand email address, you could send it from a specific person at your company, as we have done here:


When subscribers recognize an email as more personal rather than a brand-promotional email, the human touch is more likely to catch their attention.

Based on the information you have about the subscriber, you can also make the subject line more specific. For instance, subscribers in Newyork who are expected to experience significant snowfall could get an email with the subject line, "It's snowy in New York - get 20% off leather jackets."

Keep it to the point

What good is your subject line if no one can read it? People frequently check emails from mobile devices, swiping right through emails that do not generate a sense of urgency. Keep your subject line under 40 characters, or about five to seven words, to avoid being cut short.

Your readers want to glance through their inbox quickly. Subject lines with only a word or two can sometimes stand out and get the most engagement.

Avoid spammy words, special characters, and SHOUTING

Staying out of the spam folder is the best way to maintain a spotless sender reputation. Special characters (#%*@) and messages written in ALL CAPS are the two things that scream "spam" to email recipients and internet service providers. These will, at best, result in a subscription cancellation. The spam folder is where they most frequently land.

Some commonly used spam words include:

· Apply now

· Auto email removal

· Cheap

· Double your income

· Explode your business

· Credit

· Fast cash

· F r e e

· Extra income

· Billion

· Cash bonus

· Compare rates

· Earn $

· Earn extra cash

· Eliminate debt


Your subject lines will stay out of trouble and your email won't end up in the spam folder if you stay away from the most popular spam words.

Subject lines should contain open-ended questions

What are the benefits of using questions in your subject lines? Questions are an excellent way to draw your readers' attention and pique their interest.

Questions are also feeling incomplete in a way. Including a question encourages readers to open the email in search of an answer.

Use only limited punctuation

According to our analysis, it's best to limit the number of punctuation marks per subject line to three. Especially if you use a lot of special characters, using too many punctuation marks can make your email appear spammy.

Leave out the word "newsletter"

Under no circumstances should you use the word "newsletter" in your email subject line. According to statistics, using this word in the subject line reduces email open rates by almost 19%.

This is typically due to the misconception that traditional newsletters are dull and lack valuable content, as yours will. Therefore, keep that information to yourself even if you are sending a newsletter. Mention the informative content that is contained within the email.

To encourage people to open your email, try using a teaser subject line

Consider the reasons why people enjoy movie trailers but strongly dislike commercials. Instead of revealing the punch line right away, there is power in attracting viewers in with a preview. Effective subject lines accomplish this.

Consider a topic that will capture your readers' attention and pique their interest.

Make people feel valued

The psychology of exclusivity is extremely powerful. When people believe they are on the inside, they feel a sense of belonging, which fosters loyalty and compels them to convert on your emails.

With the right wording, you can make your recipients feel special — and the effect can be magical. Here are some examples of phrasing:

    "For our beloved customers only"

     "An exclusive offer for you"

     "My gift to you"

     "You're invited!"

    "Private invite"


Use interesting preview text

The preview text is right next to the subject line, even though it isn't technically a part of the subject line, and it certainly merits your attention.

Email clients like the iPhone Mail app, Gmail, and Outlook will display the preview text alongside the subject line to give recipients a sneak peek at the content of your email. (The precise amount of text displayed varies depending on the email client and user preferences.)

If you don't manually set the preview text, the email client will take it from the email's body. Depending on the content of your email, that might appear messy, and it would also be a missed chance to interact with your audience.

A/B test your subject lines

The best practices and advice listed here are a great place to start, but what works best for one company may not be as effective for another. Finding out what works best for your particular audience is key. A/B testing can be used in this situation.

Even though it may be alluring to use your instinct to predict the subject line language that will encourage recipients to click on your emails, you should always A/B test your most important subject lines and adjust the language in response to your findings. What appeals to your audience the most: Are subject lines longer or shorter? Do you include or do not include numbers? Statements or questions?

Don't be afraid to use emojis

Emojis may have been somewhat divisive when they were first introduced, but those times are long gone. Emojis are now commonly used in email subject lines.

Emojis in subject lines are frequently linked to higher open rates, according to studies, and astute email marketers are utilizing this to their advantage.

However, you need to use them with caution. Emojis may be inappropriate depending on the context of the email (such as a transactional email) and can come off as spammy if used excessively. One emoji per subject line is all that is advised.


Use numbers

Using data and numbers is a great way to get your emails noticed, demonstrate a clear and straightforward message about your offer, and set the right expectations because many businesses send emails with ambiguous statements in the subject line.

Using numbers in your subject line is a successful email marketing best practise, just like with blog titles. Use numbers to indicate things like the title of your lattice, the number of pages in an offer, a particular discount, or the quantitative value of a specific resource you're offering.

Include a call to action

What do you want recipients of your emails to do after reading them? More specifically, aside from opening the email, what do you want them to do when they read your subject lines?


Once you've decided what you want your subscribers to do, asking them to do it is the simplest way to make it happen. You could use language like "Click to take advantage of our latest offer just for subscribers" or "See how simple it is to save with our latest promotion" to entice them to open your email and read the details of your business's most recent promotion.

Before recipients even open your email, subject lines like these clearly and concisely explain the message's purpose. Those subject lines are likely to entice subscribers on your list who are interested in your offer to open your emails.

Last words on email subject lines

You're now ready to make strong email subject lines that will draw recipients' attention to your emails using these suggestions.

However, don't rely solely on our suggestions.

See which emails you've been opening by taking a look at your own inbox. One of the best ways to craft a subject line that will stand out and grow your business is to put yourself in your contacts' shoes.