[FAQ]

Hey all,

I’m constantly trying to improve our email marketing, and one of the biggest hurdles is just getting people to open the emails in the first place!

Is there a particular type of subject line, or maybe specific words or phrases, that you’ve found consistently leads to higher open rates these days? I’m wondering about things like using emojis, asking questions, making them personal, creating a sense of urgency, or even how long they should be. There’s so much advice out there, it’s hard to know what to focus on.

Any proven tips or insights would be gold!

[Jeff Bullas]

There is no single “magic bullet” subject line that guarantees the highest open rates every single time, because effectiveness depends greatly on your specific audience, the content of your email, your sender reputation, and the context. However, there are several characteristics and approaches that generally lead to better engagement.

First, clarity and relevance are absolutely fundamental. Your subject line should provide a clear and accurate indication of what the email contains and why it is relevant to the recipient. If it directly addresses their interests or solves a problem they might have, they are much more likely to open it.

Second, personalisation can significantly lift open rates. Using the recipient’s name is a common tactic, but deeper personalisation, such as referencing their past purchases, interests, or company name, can make the email feel more tailored and less like a generic broadcast.

Third, creating curiosity or intrigue is often effective. Posing a compelling question, hinting at valuable information, or using a slightly mysterious (but not misleading) statement can encourage people to open the email to find out more.

Fourth, conveying a sense of urgency or scarcity can prompt quicker action. Subject lines that highlight a limited-time offer, low stock levels, or an approaching deadline can motivate recipients to open the email without delay. However, this should always be used genuinely to maintain trust.

Fifth, brevity and conciseness are generally very important, particularly as many people first see emails on mobile devices where subject lines can be truncated. Aim for impactful language that communicates the core message quickly. While there is no perfect character count, keeping subject lines to around 30 to 50 characters is often recommended for better visibility.

Sixth, using numbers or specific data points can make subject lines stand out and seem more tangible or benefit-driven, for example, “5 Ways to Improve Your X” or “Achieve Y in 3 Steps.”

Seventh, emojis, when used sparingly and appropriately for your brand and audience, can add some visual appeal and emotion, helping your subject line to be noticed in a crowded inbox. It is important not to overuse them or use them in a way that looks unprofessional if that is not your brand’s style.

Ultimately, the most effective way to discover what works best for your specific audience is to A/B test different subject lines rigorously. Track your open rates and other engagement metrics to see which approaches resonate the most.

Avoid practices like using all caps, excessive exclamation marks, misleading statements, or “spammy” trigger words, as these can harm your deliverability and the trust recipients have in your communications. The best subject lines are typically clear, directly relevant, and compelling to the individual recipient.

Cheers,

Jeff

[Author]

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