When it comes to email marketing, your subject line is everything. It is the first impression you make in someone’s inbox, the tiny piece of copy that determines whether your email gets opened, ignored, or deleted.
Think about it. Your subscribers are busy, scrolling through hundreds of emails from brands, businesses and colleagues every single day. To stand out, your subject line needs to do more than just describe what is inside. It needs to earn the click.
You could spend hours designing the perfect email template or writing beautiful copy, but if the subject line doesn’t land, the email may never even be read. With inboxes more crowded than ever, learning how to write subject lines that cut through the noise can make or break your campaign performance.
Below, I’ll walk you through some practical tips for crafting email subject lines that get high open rates, and the mistakes to avoid.
7 Tips for Writing Email Subject Lines That Get Opened
1. Keep it short and punchy
Most email opens now happen on mobile devices, where inbox space is limited. If your subject line is too long, it’ll get cut off and your key message could be lost.
A good rule of thumb is to stick to 40 characters or fewer. Focus on clarity and impact rather than cramming in too much information. Short subject lines are scannable, which makes them easier to absorb in a quick glance.
2. Personalise where possible
Personalisation makes subscribers feel like your email was written for them, not just blasted to a list. Something as simple as adding the recipient’s name can increase open rates, but you can go further by referencing their past behaviour or preferences.
Example: “Sarah, your perfect coffee blend is waiting ☕”
This approach builds relevance, which is key to earning the open and ultimately the click.
3. Keep it clear
Clever wordplay can be fun, but not if it leaves your reader confused. Clarity beats cleverness every time. The goal is for your subscriber to instantly understand what they will gain by opening your email.
Example: Instead of “Pour decisions” (clever but vague), go with “The best wine picks under $20”.
When in doubt, choose clear over clever. If your subscriber has to pause and figure out what you mean, you have already lost them.
4. Spark curiosity without oversharing
Humans are wired to seek answers when we are left hanging. That is why subject lines that tease a benefit or hint at what is inside perform well. But here is the trick: do not give it all away. If you overshare, there is no reason for your reader to click through.
Example:
“Download your 15-page eBook on Instagram Marketing” (too much info, no mystery).
“The Instagram playbook every business owner needs” (teases value, encourages the open).
The sweet spot is just enough information to spark interest, but not so much that the email itself becomes unnecessary.
5. Use action-oriented language
Your subject line should encourage movement. Verbs like discover, unlock, join, grab, save, and get signal action and urgency, which motivates readers to engage.
Example: “Unlock your free guide to growing sales”
The difference between “Tips for growing your sales” and “Unlock your free guide” is subtle, but one inspires more energy and more clicks.
6. Test emojis, but use sparingly
Emojis can help your subject lines stand out and add personality. A single ☕️ or 🎉 can quickly set the tone and catch attention, but too many can feel spammy or unprofessional.
Klaviyo data shows that subject lines with one emoji often perform better than those without, but open rates can drop when more than two are used. Think of emojis as a finishing touch; they should support your message, not overwhelm it.
7. A/B test for continuous improvement
There is no universal formula for the perfect subject line because every audience is different. What works for a coffee brand might flop for a networking event. That is why testing is so important.
Run A/B tests by splitting your list and sending two versions of the same email with different subject lines. Track open rates to see which one resonates. Over time, you will spot patterns in what your subscribers respond to.
Need help on how to write email subject lines?
Writing subject lines that get high open rates is both an art and a science. It is about finding the balance between creativity and clarity, curiosity and honesty, urgency and value. Most importantly, it is about knowing your audience and testing to see what they respond to.
At Suzanne Rose Marketing, we understand how overwhelming email marketing can be. While many people get a headache at the thought of writing an email, we love crafting emails that not only get opened but also convert.
Want support writing emails that actually get read? Get in touch today to get started.
