Summary
We all know that writing email subject lines can feel like a bit of a challenge. It’s your one chance to get someone’s attention in a crowded inbox. At MailSoar, we’ve worked on tons of email campaigns, and we know that small changes can make a big impact. In this article, we’ll share some practical tips to help you write subject lines that feel personal, pique curiosity, and get those emails opened.
What is the subject line in an e-mail?
The subject of an email is the first thing your recipient sees before even opening the message. It’s the title or sentence in the subject line of your e-mail, and its role is essential: it’s what determines whether the recipient will open or ignore your message. In a few words, it must arouse interest, intrigue or offer a clear reason to open your email.
Why is the subject line important to your open rates?
Think about how you scroll through your inbox. It’s a quick scan, right? You’re looking for something that stands out or seems worth your time. Your email subject line is your chance to say, Hey! This is worth a look.
But subject lines aren’t just about first impressions. They also impact your deliverability. Email providers like Gmail or Outlook reward high engagement. If more people open your emails, your future messages are more likely to land in the primary inbox, not spam or promotions.
Here’s the bottom line: a great subject line is your first step toward a successful email marketing campaign.
Writing subject lines people will click
Keep It Simple and Specific
Your readers are busy. Keep your subject line short (under 50 characters) and make sure it’s clear what your email is about. Specificity builds trust and saves time. Example: Instead of "Special offer just for you!", try "Save 15% on your next order."
Make It Personal
Everyone loves feeling seen. Personalizing subject lines with names, locations, or past purchases can make a big difference. It feels more like a message from a friend than a generic marketing blast. Example: "Alex, your loyalty reward is waiting!"
Create curiosity or urgency
Pique their interest or make them feel like they might miss out. These approaches tap into natural human emotions like curiosity and FOMO (fear of missing out). Example: "Don’t miss this 24-hour flash sale" or "What’s next in your inbox?"
Focus on Benefits
Think about what your email offers. Why should someone care? Highlight the value upfront. Example: "Boost your sales with these quick tips" or "Your free guide to better email marketing."
Experiment and learn
No two audiences are the same. A/B testing lets you try out different subject lines to see what works best. Test one thing at a time, like tone or word choice, to get clear results.
Statistics on opening rates
Open rates vary according to business sector. An average open rate is generally between 15% and 25%. Here are a few averages by sector:
- E-commerce: a good open rate is around 17%
- Technology: around 21%.
- Financial services: approx. 24%.
- Education: approx. 25%.
If your rates are below these averages, you may want to review your email subject line strategy. See our article on the different KPIs to monitor in email marketing for more tips.
Best practices for improving your email subject lines
Use action verbs
Terms like “Discover”, “Enjoy”, “Join us” encourage the recipient to take action. Example: “Discover our new features”.
Create a sense of urgency or scarcity
Phrases like “Only 24 hours left to benefit from...” can encourage rapid action. Example: “Limited offer: 50% off today only”.
Avoid words considered spam
Words such as “Free”, “Win”, “Easy money” can increase the risk of your e-mail being filtered. Be vigilant and use professional vocabulary.
Test different subject lines
A/B testing is a valuable tool. Try out different versions of your subject lines to see what works best with your audience. Tip: Only test one element at a time (for example, tone or length) to identify exactly what impacts your open rates.
Stay honest and transparent
Offer content that matches the subject line to maintain your recipients' trust. A misleading subject line can increase short-term opens, but damage your reputation in the long term.
Segment your audience
Tailoring your email subject lines to your audience segments can increase their relevance. For example, a new customer will not be sensitive to the same messages as a loyal customer.
Use numbers and statistics
Numbers attract the eye and lend credibility to your message. Example: “Increase your sales by 30% with our new method”.
Ask an engaging question
A question can arouse curiosity and encourage your interlocutor to open the email to discover the answer. Example: “Do you know how to optimize your working time?”
Include emojis in moderation
Emojis can add a human touch and attract attention, but they must be used correctly and appropriately. Check out our dedicated guide to using emojis in email subject lines if you'd like to learn more. Example: “New 📢 Check out our latest offer”
Mistakes to avoid when optimizing your email subject lines
To maximize the effectiveness of your email subject lines, it’s also important to avoid certain common mistakes:
- Objects that are too long
An object that is too long risks being truncated, especially on mobile. Keep it short to ensure your message is fully visible. - Excessive capitalization and exclamation marks
Writing in capital letters is tantamount to shouting, and can be perceived as aggressive.
Example to avoid: “INCREDIBLE OFFER NOT TO BE MISSED!!!”. - Misleading subject lines
Avoid subject lines that do not reflect the content of the e-mail. This can lead to frustration and increased unsubscribing. - Spam trigger words
As mentioned above, some spam words can send your emails straight to the spam folder. Be careful about the vocabulary you use.
The importance of the pre-header
The pre-header is the content that appears just after the subject line in the inbox. It complements the subject line and may further encourage the recipient to open the email. Make sure it’s optimized too.
Example:
- Subject: “Discover our new product range”.
- Pre-header: “Innovations designed to make your life easier”.
Writing compelling email subject lines is an essential lever for increasing your open rates and recipient engagement. By applying these tips, you’ll optimize the impact of your email campaigns.
Need help improving your campaigns? The MailSoar team is at your disposal to help you optimize the deliverability of your emails and achieve your marketing objectives. Contact us today for a free consultation.
