Glossary

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Email Subject Line

Email Subject Line

The subject line of an email is essentially an introduction to your email. It is the first thing the recipient will see and read and is usually the deciding factor in whether or not they will open the email. This makes writing a good subject line one of the most vital aspects of email marketing.

What makes a standout subject line?

Here are some of the important characteristics that all subject lines should have.  

Motivational – It should be persuasive enough to make the recipient open it despite the hundreds of other promotional emails sitting in their inbox.

Relevant – Your subject should be connected to what is actually in the body of your email.

Short – Keeping your subject line within 60 characters is ideal as it ensures that it's easy to read on devices with varying screen sizes.

Specific – Keep things direct and to the point. Clearly communicate to the receiver about what the email is about. Make sure to emphasize your value offer.

Subject Lines Dos and Don’ts

  • Don’t write your subject line all in capital letters.
  • Don’t use punctuation excessively. Example – ‘???’ or “!!!!”
  • Don’t go overboard with emojis, while it's not a crime to use them make sure that when you do, they add impact to your subject line.
  • Conduct A/B or multivariate testing on your subject lines to see which have higher open rates.
  • Go for shock value or add elements of humor or when it's applicable to get people’s attention.
  • Leverage FOMO to create a sense of urgency in people. Example – “Only 5 hours left!” or “Limited stock available”
  • Add elements of personalization such as the receiver’s name or location. This tactic has been proven to increase open rates.
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The subject line of an email is essentially an introduction to your email. It is the first thing the recipient will see and read and is usually the deciding factor in whether or not they will open the email. This makes writing a good subject line one of the most vital aspects of email marketing.

What makes a standout subject line?

Here are some of the important characteristics that all subject lines should have.  

Motivational – It should be persuasive enough to make the recipient open it despite the hundreds of other promotional emails sitting in their inbox.

Relevant – Your subject should be connected to what is actually in the body of your email.

Short – Keeping your subject line within 60 characters is ideal as it ensures that it's easy to read on devices with varying screen sizes.

Specific – Keep things direct and to the point. Clearly communicate to the receiver about what the email is about. Make sure to emphasize your value offer.

Subject Lines Dos and Don’ts

  • Don’t write your subject line all in capital letters.
  • Don’t use punctuation excessively. Example – ‘???’ or “!!!!”
  • Don’t go overboard with emojis, while it's not a crime to use them make sure that when you do, they add impact to your subject line.
  • Conduct A/B or multivariate testing on your subject lines to see which have higher open rates.
  • Go for shock value or add elements of humor or when it's applicable to get people’s attention.
  • Leverage FOMO to create a sense of urgency in people. Example – “Only 5 hours left!” or “Limited stock available”
  • Add elements of personalization such as the receiver’s name or location. This tactic has been proven to increase open rates.
FA CC Banner