Do you experience that your emails have a low opening frequency or that some emails perform better than others? Yes, that’s not weird at all. One reason for this may be that your recipients find some subject lines more attractive and interesting than others, while some of your emails may simply not reach your recipients’ inbox. Get yourself a cup of tea and read our best practices when it comes to subject lines.

To begin with, you should always write a subject line. One of the biggest mistakes many people make is not writing it. If you send an email without a subject line, there is a great risk that your email will be deleted or disappear along the way, and not to mention that it annoys the recipient who has to open the email to first see what it is about… Not a good way to start a conversation, right…

When writing your subject line, keep the following in mind:

Keep it short

In today’s society, many of your recipients read their emails when they are on the go – that is, via their mobile phone. In the mobile phone, the inbox is read between 25-30 characters, which is about 6-8 words. In a traditional inbox (on the computer), approximately 60 characters of an email subject line are loaded.

Be careful with emojis

It can be tempting to add some emojis to your subject line for padding, or simply because it looks fun. It does, and it’s a great way to add some visual flair to your subject line. However, remember not to use more than 1 emoji and use emojis to complete your subject line and clarify your message – we wouldn’t recommend you to use emojis to replace any words. 

Avoid words that are linked to spam

This is a big reason why your emails are not opened or delivered. You use too spammy phrases. What words really triggers the spam filter? You may be surprised because these phrases may be the least ones you’d expect. Typical phrases that are spammy are “money, save dollars, free, cash, bonus, cheap”. Do some research of your own to be on the safe side of the filter. 

Make it personal

When sending an email, it may be a good idea to add the recipient’s name or company name. This often results in a higher opening frequency. Examples are “Lauren, see how you can take your business to new heights” or “Let’s get *Company* out on the market!”

Be clear

We know. Sometimes you may think that using a more fuzzy subject line will make the recipient open the email because they’ll think “what’s this?”. It may have that effect, but it can have the opposite effect as well and end up directly in the trash… Instead, be clear about what your email is about. Keep in mind that the recipient receives more emails than just yours. If it is a job application, you should be clear that it is your job application and the job in question.

Avoid unnecessary characters

Do not write with a lot of question marks, exclamation marks or periods. Also avoid writing the subject line in all caps. Honestly, it’s hard to read for anyone and everyone. 

A few suggestions on subject lines:

Promotional Subject Lines 

Only for you – 25% off on two items!

20% off your spring favorites – only today! 

Last Chance Subject Lines 

Last day: get extra 15% off all sale items 

Clock’s ticking! 60% off! 

Curiosity Subject Lines 

See what’s in today! 

New Arrivals this Thursday

Follow Up Subject Lines 

How was your visit? 

Did you miss your personal offer? We miss you!