Why Subject Lines Matter in Email Marketing
Email marketing is one of the best digital marketing tools, but the success of any campaign often depends on one crucial element: the subject line. It has to grab the attention of the user in an already bursting inbox. With 64% of recipients deciding to open an email based on the subject line alone, including a value proposition or exciting hook is key to engaging your audience and getting conversions.
Let us break it down for you so you can start nailing your email campaigns and seeing results. Read on to learn how to write catchy subject lines, what to avoid, and actionable tips to help you improve your email strategy.
Stats That Matter
- 64% of subscribers open or delete an email based on the subject line alone.
- Open rates depend on personalisation, relevance, timing, and clarity.
Knowing these stats means you need to craft subject lines that grab attention and connect with your targeted audience.
How to Write the Perfect Subject Line
1. Keep it Short and Sweet
Long subject lines get cut off—especially on mobile devices where 60%-70% of emails are opened. Keep it under 50 characters to be clear and scannable.
- Example: “Your Coffee Deal Awaits!”
2. Use Personalisation
Including the recipient’s name or referencing their specific actions (like browsing history or past purchases) creates a stronger connection.
- Example: “Jessica, here’s a deal on your favourite shoes!”
3. Use FOMO (Fear of Missing Out)
Creating urgency or scarcity encourages quick action.
- Examples: “Only 5 Spots Left for Our Webinar!”, “Last Chance to Get 50% Off – Sale Ends Tonight!”
4. Avoid Spam Triggers
Be mindful of spam-like language or formatting:
- Avoid excessive punctuation (“FREE!!!”)
- Avoid all caps (“LIMITED TIME OFFER”)
- Avoid overused terms (“HACKED”, “ALERT”)
- Better option: “Limited-Time Discount Just for You”
5. Pique Curiosity
Use intrigue or questions to get recipients to open the email.
- Example: “Are You Making This Common Mistake?”
6. Tell a Story
Subject lines that hint at a story help create an emotional connection.
- Example: “How Jane Grew Her Business with This Simple Strategy”
7. Announce, Invite or Educate
Use your subject line to introduce something new, extend an invite, or share insights.
- Examples:
- “Start the Year with Our New Productivity Tool”
- “You’re Invited to an Exclusive Sneak Peek”
- “5 Tips To Skyrocket Your SEO Today”
- “Meeting Request: Discuss Your SEO Strategy with Our Experts”
8. A/B Test Your Subject Lines
Testing subject lines helps determine which tones, structures, or keywords resonate best with your audience.
Using Company Names in Subject Lines
Including your brand name in the subject line can build trust if your name is already well-known.
- Example: “Apple’s Latest Product Launch – Don’t Miss Out!”
If your company is lesser-known or it doesn’t add value, try using a benefit-led or curiosity-driven subject line instead.
- Example: “Discover the Future of Tech – Exclusive Preview Inside”
Writing Effective Pre-headers
Pre-headers appear next to the subject line in the inbox and offer extra context. They can significantly increase open rates.
- Example:
- Subject Line: “Get Your Discount Today”
- Pre-header: “20% off next purchase”
Keep them short, clear, and relevant to the subject line.
Mobile Optimisation
Over 50% of recipients read emails on mobile devices. Subject lines should be mobile-friendly:
- Keep them under 50 characters.
- Use impactful words early in the subject line.
- Example: “Open Now – Your Offer Inside”
Common Mistakes to Avoid
1. Lack of Clarity
Don’t leave the value unclear.
- Avoid: “Here’s Something Cool”
- Try: “20% off your faves”
2. Ignoring Mobile
Subject lines that are too long won’t display fully on mobile.
3. Sending Irrelevant Emails
Generic, one-size-fits-all emails don’t perform well.
4. Not Testing
Without A/B testing, you’re guessing. Try different tones and formats.
Subject Line Examples
- Urgency/Scarcity: “Tonight”, “Last few”
- Personalisation: “Hi [First Name], We’ve got a treat for you!”
- Curiosity: “What every small business should know about marketing”
- Announcements: “New for you”, “Exclusive invite to our beta”
- Storytelling: “How one startup doubled sales with email”
- Cold Email: “Get the free guide”
The Future of Email Subject Lines
AI-Driven Optimisation
AI tools are now helping businesses create subject lines based on performance data.
Dynamic Content
Subject lines personalised with real-time data (like weather or location) will become more common.
Interactive Formats
Future innovations may allow interaction right from the subject line preview.
Ethical Considerations
Build trust with transparency. Avoid misleading clickbait—authenticity wins long-term.
Final Thoughts
Subject lines can make or break your email campaign. They are your first—and sometimes only chance to grab attention.
- Keep subject lines short, clear, and personal
- Optimise for mobile
- Test everything
- Avoid the common traps
Want better results from your email marketing? HyperWeb can help, if you want to outsource your email marketing all together to see results fast, get in touch.
