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How to write email subject lines that get opened

These tips will make your email subject lines stand out of the inbox.
Marketer learning how to write email subject lines.

For some marketers, email subject lines are an afterthought. For others, it comes first. But for most, it’s the single element of any email that they spend the most time agonizing over. 

After all of your hard work writing engaging copy and designing a visually appealing email, you need your recipients to open your campaign. If they don’t all that work has been for nothing.  

Fortunately, there are certain things you can and should always consider when crafting compelling email subject lines. 

We’ve compiled a list of 16 essential tips to help you create the best possible email subject lines and ensure that your email campaigns stand out in the inbox.

1. Know your audience

It feels like it goes without saying, but for any marketing campaign to be successful, you need to know your audience. If you don’t know this, then you don’t know how you should be approaching, addressing, and marketing to your audience. 

Knowing your audience will help you to devise subject lines that will work for you. That really is the first step – knowing who you’re sending the email to and why, is essential in helping you decide where to start with your subject line. 

2. Personalize, personalize, personalize

If you want to increase your open rate, it’s important to personalize your subject lines. You can grab your reader’s attention by using data fields to pull in information about the customer, like name, location, or other relevant information. 

Additionally, targeting your message to the right audience is crucial. Personalization not only makes customers feel valued and understood, but it also provides useful content that can make their lives easier. In an inbox full of generic messaging, personalization can set your email apart.

Remember, though to not overuse personalization. The best way to explain the use of personalization in email subject lines would be ‘less is more’. While the odd usage is okay, repetitive or irrelevant usage can turn recipients off. 

We also have to remember that consumers are far savvier about the email marketing practices of brands than in the past. 

Overuse of first name personalization in subject lines can make recipients blind to the tactic. 

Still, consumers expect some form of personalization in your email marketing, so it’s important to change it up and try different tactics regularly.

3. Set clear expectations

Time is precious, so you need to make sure that you’re front-loading your subject lines with the benefits. Make it clear what the recipient gets from opening your email. 

Additionally, being clear with your audience from the beginning strengthens the relationship between you and your customers and prospects. If your subject lines always deliver on their promises when the recipient opens the email, they’ll know to trust you.  

For example, if your email is about the new summer product line that your brand is launching, make sure you put that in the subject line! Trying to be too clever with your subject lines could lead to them tanking. 

The following examples are clear and to the point: 

  • Our new summer range is here, look and shop now 
  • Available now: summer styles 
  • Shop our new summer range today 

If anyone opens these emails, they should know exactly what they’re going to see.  

4. Don’t mislead the reader

Following on from the previous tip, you don’t want to mislead your readers, as that can be damaging to your relationship. 

Don’t promise anything in your subject lines that your email doesn’t deliver on. Not only is this disingenuous, but it’s also spammy. If you take this approach your email campaigns will be winging their way to spam folders in no time at all. Either that or your hard-earned subscribers and customers will be searching for that unsubscribe link. 

One misleading tactic that I’m genuinely surprised to be still seeing from brands is the classic ‘RE:’ approach, to make you think it’s a reply to an email that you’ve already sent or received before. 

Email showing the ‘RE:’ approach

It may get you opens, but it also gets deletes, spam reports, and low click-through rates. 

5. Be relevant

Relevancy is key. Whether it’s your email copy or your subject lines, shoppers will only answer your emails if it’s going to benefit them.

Don’t be vague or mysterious. Intriguing subject lines might generate good open rates, but your end goal is click-throughs and conversions. And you’re not going to get those if your email isn’t related to your subject line. In the long run, this could actually be detrimental to your brand. By misleading them, you could erode their fragile trust in you.

So, keep your subject lines related to your key message. It’ll increase the quality of opens and consequently improve your click-through rate.

6. Keep it short and snappy

Nearly 50% of all emails are now opened on mobile devices. This brings another issue for you to deal with when writing engaging subject lines for your email marketing campaigns. Smaller screens mean less space to work with. 

With most mobile email clients, you’ll probably only have around four or five words before your subject line is cut off. 

Therefore, it’s important to make your subject line pop in those first four or five words. If you can make a strong subject line in just four or five words (or less) then do it. 

7. Vary email subject line length

Many email clients like Gmail and Yahoo cut subject lines when they’re being viewed by web-based readers. Usually, the cut-off point for this is around the 55-character limit. Mobile inboxes, on the other hand, commonly cut off subject lines at about 30 characters.

To ensure that your subject lines are making an impact, be sure to check your campaign reporting. This will help you identify the device on which your customers are opening. Then, you can plan your email subject lines around this suggested length.

Of course, this doesn’t mean that you must strictly stick to these character limits. One of the best parts of working on subject lines is the ability to experiment. Don’t think about it as trial and error – think of it as trial and trial and trial until success.

8. Avoid spam words

It’s every email marketer’s nightmare to have their hard word flagged as spam. With 333 billion emails sent and received every day around the world, it’s increasingly difficult to stand out from spam.

After all the work that goes into creating a fully optimized email marketing campaign, you don’t want to be the one in five that gets caught by the spam filter.

Spam filters are constantly checking for specific triggers that indicate an email might be spam:

  • Specific word choice
  • Messages in ALL CAPS
  • Emails without an unsubscribe button
  • Links to unknown or questionable websites
  • Colorful, hard to read, and different sized fonts
  • Stay away from heavy use of exclamation marks!!!!!!!! 
  • Avoid overzealous use of currency signs ($$$$$ or £££££, for example) 

Typically spam filters look for suspicious words or phrases associated with scams, schemes, free gifts, and more.

What to avoid:

  • Spam words that make exaggerated claims and promises, e.g. #1, 100% satisfied, earn money, free consultation, and satisfaction guaranteed.
  • Words that create unnecessary urgency and pressure, e.g. act now, apply now, get started now, please read, while supplies last, and more.
  • Spammy words or words that imply shady or unethical behavior, e.g. cancel at any time, no hidden charges, meet singles, etc.
  • Words that are considered jargon or typically used in legal documents, e.g. as seen on, bonus, certified, cheap, join millions, this message contains, a quote, and more.

Of course, this doesn’t mean you can’t EVER use these words in your emails. It just means to use these words and phrases responsibly.

The best performing email subject lines have included words like ‘reasons’, ‘introducing’, ‘discover’, and ‘recent’. This indicates that customers are looking for content that inspires, such as ‘introducing our new range. They want brands to do more than simply push a product, they want you to sell it.

9. Emojis have their place

Emojis have found their way into almost every aspect of everyday life. Heck, they even made a truly awful movie about them. So, don’t be afraid to give them a whirl in your email marketing campaigns.  

Back in the day, early emoji adopters certainly stood out in their recipients’ inboxes. But slowly marketers have come to realize that these cheeky little icons can help you catch the reader’s eye.  

So, when used effectively, emojis can help your subject lines stand out. Econsultancy summed up its recent research into emoji usage in subject lines, noting that an emoji ‘makes a good subject line better’, or ‘makes a bad subject line worse’. 

So again, you need to ensure that you’re using emojis in the right way for them to be effective. 

It’s important to consider some pros and cons when using emojis in subject lines.  


  • They can help your email subject lines stand out. 
  • They’re more emotive. 
  • You can use them to get a point across without the need for words. 
  • Especially useful for mobile. 
  • When used properly, they can add context to your email subject lines (again, useful for mobile). 


  • Improper use can be detrimental. 
  • Inconsistent rendering across mobile devices, platforms, and email clients (a good resource to check the differences is Emojipedia – The ‘grimacing face’ emoji is a great example of how emojis can look very different cross-platform). 
  • Some audiences won’t like them (which takes us back to the first tip – know your audience). 
  • Irrelevant use can be confusing – is it immediately obvious what the emoji is, and why it’s being used? If the answer to either is no, don’t use it. 
  • Some emojis can have multiple meanings, so make sure you understand any and all meanings before you use them.  

10. Tell, don’t sell

Steer clear adding unnecessary descriptive adjectives to your subject lines. Words like ‘amazing’, ‘unbeatable’, and ‘stunning’ actually do very little to convince recipients to open.

Our Global benchmark report revealed that false urgency in subject lines doesn’t perform well. Words that were once considered to inspire action are driving inaction. Especially in retailer sectors, words like ‘exclusive’, ‘days’, ‘ends’, ‘save’, ‘extra’, and ‘last’ were the worst performing. 

Keep it simple and tell readers what they can expect from your email. There’s no need to make grand promises and oversell what is simply a new product launch, event, or mid-season sale.

Once again, this will improve the quality of your opens. When it’s clear to the reader what’s inside you’re giving them more reason to convert.

11. Show some personality

Most of the subject lines that lead me to open emails in my inbox are either to the point or have a bit of personality shining through. Adding personality to your subject lines can be a powerful tool in getting recipients to open. 

This tip relies heavily on your brand’s tone of voice. Are you a playful brand? Can you be cheeky? Are you a leading authority in your field? Your tone of voice is your brand personality, so you must have a clear understanding of it before you start writing your subject lines.  

Even better, if your tone of voice allows you to have some fun with your subject lines, then do it. As long as you keep it relevant, it opens up a world of limitless possibilities for your subject lines.  

12. Ask questions

One of the best ways to get a customer to complete an action is to pique their interest and curiosity. Asking a question in your email subject line is the perfect way to do this. 

If you’re a retailer, it can be as simple as asking whether the recipient wants to see your new collection, or even better, receive a discount on their next order, like this: 

Hi Tosan, do you want 20% off your next order? 

Or if you’re a B2B business, you can ask a question that is relevant to some content that you’ve produced, as we did with our global benchmark report: 

How do your results compare to the competition? 

The reader’s natural curiosity is enough to make them want to click. When they do, it’s up to you to make sure you keep them curious enough to click through the email. 

13. Include a call to action (CTA)

You want customers to complete an action. That’s why you’re emailing, so why not be clear about what you want? Positive action verbs are a good option as long as you’re careful not to come across as spammy. Think along the lines of “get yours,” “discover,” “save”, “join us”, and “book today.”

If you’re worried about coming across as a spam sender (we’ll be covering how best to avoid this later), then try making key benefits or propositions the CTA in your email subject line. If the key benefit of shopping with you comes from your offer of free shipping, push this in your subject line. If you’re offering student discounts, shout about it to drive opens.

Essentially, you should be thinking, “What will drive my readers to convert?” Whatever the answer, try running with it in your email subject line.

14. Overcome writer’s block with artificial intelligence (AI)

If you’re looking for a way to take any email subject line to the next level – say hello to WinstonAI. This innovative tool uses cutting-edge Microsoft Azure GPT3.5 technology to help you come up with the perfect subject line that will make your campaigns stand out from the crowd. 

Plus, WinstonAI can even analyze your past campaigns to learn your preferred tone, wording, and structure. This can help you free up time when you’re stuck figuring out what the perfect subject line is. 

15. Write your subject line last

To ensure your email subject line is clear, relevant, and engaging enough to convert, you should be writing it last.

After you’ve finalized your email design and written your copy, you’ll know the exact message you’re trying to communicate. With that in mind, deciding what to include in your email subject line will be much easier.

16. Test your subject lines

Perhaps the most important tip of all is to make sure that you’re always testing your subject lines and measuring their performance and impact. 

What worked well for one segment may not work for another, and what worked yesterday may not work today. Therefore, it’s crucial to continuously test and measure the impact of your subject lines. By split-testing your email campaigns, you can identify what works best and tweak your subject lines accordingly to get the best possible performance from your campaigns. 

Here’s a handful of things that you should consider when testing your subject lines: 

Don’t get caught up in what you think your recipients expect 

While, to a certain extent, you do have to predict what your recipients want, that doesn’t mean you know what they’re expecting. Keep them on their toes with your campaigns, and they’ll become more inclined to open your emails. 

Don’t be cautious 

Playing it safe is fine if you want to do okay. But most of us want to do better than okay. So that means throwing caution to the wind with your subject lines and stepping out of your comfort zone. It’s okay to brainstorm some really ridiculous subject lines, before scaling them back to something that you are happy with. 

Monitor what works and what doesn’t 

Make sure you’re tracking any tests that you’re doing so that it’s easy to look back and see which type of subject lines worked best. Otherwise, you’ll end up not knowing which types of subject lines work best for certain types of campaigns. 

Don’t stick with a subject line that worked once, or worked well two years ago 

While it may be easy to stick to the old adage of ‘if it ain’t broke, don’t fix it’, this doesn’t really work with email subject lines. While you may want to stick to a certain formula if you’re sending regular, consistent email campaigns, you should also consider that recipients will get used to seeing the same types of subject lines. In time, they could become blind or oblivious to them. 

One approach you can use is to ensure that the first part of your subject line identifies the type of email you’re sending, before specifying the content it contains. 

Let’s say you send a monthly newsletter to your subscribers, but all you do is change the month. So, your subject line looks like this: 

May Newsletter 

It’s not the most inspiring or eye-catching subject line that you can use here, is it? 

This is where emojis can be useful. You can add context to them, and over time your recipients will begin to associate that emoji with a certain campaign. 

Seeing as we’re talking about a newsletter campaign, let’s use the newspaper emoji. 

Then you also add a callout to some specific content that’s included in your newsletter. This will make the subject line different every time, while still being clear about its contents. 

Put these elements together, and you end up with a subject line that looks like this: 

? May newsletter: Email subject line guide, cookie update, and new platform features 

Sure, it’s a lot longer, and the full subject line will likely be truncated on some displays, but it’s better. By using an emoji and adding clear information about what the email contains, it’s already more appealing to the recipient.

Now you know how to write email subject lines

By experimenting with these subject line tips and analyzing your audience’s response, you can identify what resonates best with them. Remember to keep it concise, intriguing, and relevant to the content of your email. With practice and persistence, you’ll be able to consistently write subject lines that grab your audience’s attention and improve the success of your email marketing campaigns.

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