Email subject lines might seem like a small part of your overall message, but they are one of the first impressions that you have on email recipients. They are what you need to stand out in your recipients’ crowded inbox.

Unfortunately, the importance of the email subject line is often overlooked. You might have the best content in your emails, but if the subject line fails to grab the attention of readers, they probably won’t read it. 

Grabbing the attention of your readers is actually not the only variable that you have to consider. Other popular tactics may actually result in either your email not reaching your subscribers or being sent straight to your recipients’ spam folders.

If you want to make sure that your emails are opened and actually read, you must have the right subject line. However, tactics used in creating the perfect email subject line are constantly evolving. What worked just a few years ago might not necessarily work today.

With that in mind, you have to constantly stay up-to-date on spam triggers and stay in touch with the needs, interests, and behaviors of your readers. To ensure that your emails are opened and read, you have to create the best subject lines by following the best practices below:

Top 10 Email Subject Line Best Practices

1. Personalization

Personalization is one of the most effective ways to increase the open rates for most readers and works particularly well when combined with targeted automations such as post-purchase follow-ups and birthday deals. 

No two email subscribers are exactly alike, which means that the emails you send should not be either. You need to learn about your subscribers likes, dislikes, jobs, etc. so that when you send them content, it is better catered towards the individual.

2. A/B Testing 

A/B testing lets you try out two different email subject lines for the same email. The email automation solution that you use should offer A/B testing capabilities. If it does not, it is probably time to try a different marketing automation solution. A/B testing allows you to experiment with different tactics and choose the approach that engages with the audience the most.

If your email automation solution supports A/B testing, two different subject lines will sent to two small sample groups within larger targeted group. It will then wait a specified amount of time to determine the subject line that’s generating more opens. The better performing subject line will then be sent to the rest of the group.

3. Offer Value

Email should be viewed as a platform for sharing something of value with your audience. It could be a discount promotion or a new eBook. Let the audience know that there’s something of value waiting inside if they open your email.

The email subject line should thus be used as a teaser. However, it is always advisable to never promise anything that’s not included in the actual email. Deceiving the audience won’t earn you any goodwill and can make people to unsubscribe from your list.

4. Keep It Short 

It is always advisable to think about the message that you would like to deliver before you actually get down to writing the email. However, you should avoid being overly creative or ambiguous with the subject line.

A better idea would to state clearly what the email is about to help the reader know what to expect once they open it. Stick to anywhere between 30 and 50 characters or less using just the most powerful worlds. That way, you can be sure that the subject will render well on different email clients and devices.

5. Be Specific

Email messages should ideally be short without being vague. The subject line should ideally include keywords that clearly tell the audience what the email is about. You obviously don’t need to give everything away, but you should at least let the readers know exactly what they should expect after reading the email as opposed to simply offering a general subject area.

The more specific you are, the higher the chances of getting your message in front of the right people. For instance, a subject line such as “4X your leads in 2 weeks” is far more compelling than “Improve your business quickly”, which means that an email with the first subject line is far more likely to get opened than one with the second subject line.

6. Use Questions to Engage

One of the easiest way to get a response is to ask your readers a question. Use the subject line to pose a question to your reader to encourage them to open it. The question does not have to be tough – For instance, “Why Are You Not Losing Weight?” or “What Mistakes Are You Making That Are Losing You Customers?” Posing a direct question is a great way to pique the curiosity of readers and compel them to want to find out the answer.

7. Use Numbers

If you are an experienced blogger, you already know that numerical lists are effective in blog titles. In similar fashion, numbers are equally effective when used in an email subject line. The use of numbers helps your email stand out from the rest of emails that your readers are inundated with on a daily basis. So, if you have something to number, this is something you should try out.

8. Convey a Sense of Urgency

Urgency is one of the most popular sales tactic because it actually works. Phrases such as “24 copies left” or “24 hour sale” encourage readers to act immediately. Use urgent language to make your readers feel as though they should open the email immediately to avoid missing out.

Conveying a sense of urgency is effective, but it should only be used sparingly since you obviously don’t want to be referred to as the brand that lies. You should also try limiting them to when the occasion sincerely calls for immediate action.

9. Don’t Use Spam Trigger Words

The vast majority of emails flagged as spam are flagged as such due to the subject line. A lot of research has been done to identify words that when used in an email subject line can lead to the email being either automatically blocked or sent to your recipients’ spam folders directly. You can find a list of the most common spam trigger words that are flagged by spam detectors by searching online.

10. Include a Call to Action

You should determine what you would like readers to do after they have read your emails. What would you like them to do upon reading the subject line beyond opening the email?

Once you have determined your goal, the simplest way to get your subscriber to do exactly as you want is to ask them. If you would like them to open the email to see the details about the latest promotion that your company is running, you should say exactly that in the subject line.

A subject line with a call to action tells readers quickly and succinctly what the purpose of the email is before they actually open it. The subscribers that are interested in your offer are probably going to want to read your emails after they see such subject lines.

Final Thoughts

Email subject lines are what subscribers first see when they receive your email. The subject line can often determine whether the email is opened or sent straight to trash, which is why it is so important to ensure that it is optimized towards your audience. With the 10 best practices discussed here, you are now ready to write good subject lines that ensure that your emails get the attention they deserve.