10 Email Subject Line Best Practices for Higher Open Rates

Want more people to open your emails? Here's how to craft subject lines that get clicks:

Keep it short (41 characters or 7 words max)
Personalize with names or locations
Create urgency with time-sensitive language
Avoid spam trigger words
Use strong action verbs
Spark curiosity
Include numbers and lists
Add emojis carefully (1-2 max)
A/B test different versions
Match your brand's voice

Quick stats:

47% of people open emails based on subject line alone
Personalized subject lines get 6x higher transaction rates
Using a real person's name boosts open rates by 35%

Best Practice	Example	Impact
Short & sweet	"50% off shoes - today only"	~30% open rate
Personalization	"Jane, your order is ready"	6x more transactions
Urgency	"Flash sale ends in 3 hours"	Boosts open rates
Numbers	"5 ways to boost sales"	45% higher open rate

Key takeaway: Test different approaches to see what resonates with your audience. Combine these tactics to create subject lines that are impossible to ignore.

1. Keep Subject Lines Short

Short, punchy subject lines grab attention and boost open rates. Aim for 41 characters or 7 words - this sweet spot ensures your message is fully visible on most devices.

Why? 41.6% of emails are opened on mobile (2021 data). Most mobile email clients cut off subject lines at 33-43 characters.

Device	Email Client	Visible Characters
iPhone	Mail App	35-40
Android	Gmail App	40-50
Desktop	Various	60+

To shorten your message:

Front-load key info
Cut filler words
Use strong verbs
Use numbers over words
Test and refine

Don't sacrifice clarity for brevity. Your subject line should still convey the email's core message.

"A good subject line is relevant and compelling and gives the reader a strong reason to open an email." - Chase Dimond, Email Marketing Expert

Examples of effective short subject lines:

"50% off Athletic Shoes - Today Only" (38 characters)
"New SEO Trends for 2023" (24 characters)
"Your Order is Ready for Pickup" (30 characters)

2. Make It Personal

Want to boost your email open rates? Make your subject lines personal. Here's how:

Add the Recipient's Name

Using someone's name grabs their attention. It's like saying, "Hey, this is for YOU."

Here's a quick trick:

Use Hi %{first_name | fallback:"There"}% in your email software.

This gives you:

"Hi Jane" (if you know their name)
"Hi There" (if you don't)

Write for Specific Groups

Grouping your email list? Smart move. It works wonders:

46% higher open rates
58% of revenue from targeted emails

How to group your list:

Use basic info (age, location)
Look at what they do (purchases, website visits)
Check how often they open your emails

Here's what it looks like:

Group Type	Subject Line Example
Location	"NYC: Tiny Apartment? We've Got Solutions"
Past Buys	"You Liked Taylor Swift? Check Out This New Playlist"
Email Activity	"We Miss You! Here's a Special Offer"

"Relevant messages get more action." - HubSpot Marketing Team

3. Create a Sense of Urgency

Want more email opens? Make readers feel they need to act NOW.

Time Pressure Words

These phrases light a fire under your readers:

Urgent Phrase	Example Subject Line
Last Chance	"Last Chance: 50% Off Sale Ends at Midnight"
Only X Hours Left	"Only 6 Hours Left: Get Your Free Trial"
Ending Soon	"Ending Soon: Your Exclusive Offer"
Don't Miss Out	"Don't Miss Out: Early Bird Tickets Closing"

Writing Limited Offers

Set a clear deadline: "Offer expires in 24 hours"
Show low stock: "Only 10 spots left"
Use power words: "Exclusive", "Guaranteed", "Now or never"

But here's the thing: Don't fake it. Honesty builds trust.

Check out this real-world win:

"Wayfair's 'Limited Time: Up to 70% Off' subject line in March 2023 boosted open rates by 15% compared to regular promo emails." - Wayfair Marketing Team

Bottom line? Urgency works. Use it wisely.

4. Avoid Spam Filters

Want your emails to land in inboxes? Let's outsmart those spam filters.

Words That Set Off Alarms

Spam filters are like digital bouncers. They're always watching. Here's what they don't like:

Trigger Words	Why They're Bad News
Free, Buy Now, Earn $$$	Looks like a hard sell
Urgent, Limited Time	Creates fake pressure
Winner, Prize	Sounds fishy
ALL CAPS, !!!	Feels like yelling

How to Stay in the Good Books

Clean Your List: Ditch inactive subscribers. A tidy list means better engagement.
Use Double Opt-In: Make sure people actually want your emails. It cuts down on complaints.
Authenticate Your Emails: Set up SPF, DKIM, and DMARC. It's like showing your ID.
Watch Your Numbers: Keep tabs on opens, clicks, and unsubscribes. If they drop, something's up.
Test Before You Send: Use tools like ActiveCampaign's Spam Check to catch issues early.

Here's a real-world win:

"After setting up email authentication, our inbox placement shot up from 82% to 96% in just two months." - Mark Brownlow, Email Marketing Reports

5. Use Strong Verbs

Want your subject lines to pop? Flex those verbal muscles.

Examples of Strong Verbs

Here's a hit list of verbs that pack a punch:

Verb	Why It Works
Discover	Sparks curiosity
Get	Implies instant gratification
Unlock	Suggests exclusive access
Save	Appeals to value-seekers
Join	Creates a sense of community
Boost	Promises improvement

These aren't random picks. They're proven attention-grabbers.

Why Action Words Work

Action words are like espresso for your subject lines. Here's why:

1. They trigger emotions: "Save 50% now!" hits different than "50% off available".

2. They create urgency: "Join today" feels more pressing than "Membership available".

3. They're clear: "Get your free guide" beats "Free guide available" any day.

But don't just take my word for it. Let's look at some numbers:

"Emails with personalized subject lines are 22.2% more likely to be opened." - SendGrid

That's a big jump from tweaking a few words.

Here's a real-world win:

Shopify saw a 10% increase in open rates when they switched from "Learn how to grow your business" to "Unlock your store's potential".

The takeaway? Strong verbs aren't fluff. They're your secret weapon for inbox domination.

Pro tip: Write 15+ subject lines for each campaign. Use A/B testing to see which verb packs the biggest punch with your audience.

6. Spark Curiosity

Want more email opens? Make readers itch to know more.

Here's how to turn subject lines into irresistible hooks:

Ask questions: "What's juice got to do with shoes?"
Use open loops: Start a story, don't finish it.
Create info gaps: Hint at value without spilling all the beans.
Tap into FOMO: "You don't want to miss out, do you?"
Tease with numbers: "13 email trends you NEED to know"

But don't cross into clickbait territory. Keep it real:

Do	Don't
Hint at value	Make false promises
Use words like "secret"	Make sensational claims
Ask relevant questions	Use vague teasers

Your subject line is a promise. Your email MUST deliver on it.

"We saw a 30% jump in open rates with curiosity-driven subject lines." - Company X

Swiggy nailed it: "This is what your neighbor is doing this weekend 🤫"

Why it works:

Creates an info gap
Taps into social curiosity
Uses an emoji for intrigue

Pro tip: Test different curiosity angles. Your audience might surprise you.

Curiosity + honesty = email marketing gold. Master this, and watch those opens soar.

7. Use Numbers and Lists

Numbers in subject lines? They're email magic.

Why? They grab attention and set clear expectations. It's like promising organized, bite-sized info. And it works.

Studies back this up:

Yesware found number-heavy subject lines got more opens and replies.
A 2021 study showed a 45% higher open rate for subject lines with numbers.

Our brains crave specifics. "5 ways to boost sales" feels more solid than "How to boost sales".

Here's how to number-fy your subject lines:

Be specific: "3 tricks" beats "Some tricks".
Use odd numbers: They pop. "7 tips" over "6 tips".
Add value: "5 ways to save $100 this week" trumps "5 money-saving tips".

Real-world winners:

Company	Subject Line	Why It Works
OptinMonster	"✔ 63-Point Checklist for Creating the Ultimate Optin Form"	Specific, odd number, clear value
Digital Marketer	"212 blog post ideas"	High number, clear offer
Guess	"25% off your favorites"	Clear discount, personal touch
UberEats	"Take $20 off your order of $25 or more"	Specific savings, clear minimum

Pro tip: Use hard numbers for trust. "175 Hrs/Month Back" beats "Save time".

"Subject lines with numbers have a 17% higher open rate." - OptinMonster

Don't just toss in any number. Make it count. Make it relevant. And deliver on that promise in your email.

8. Add Emojis Carefully

Emojis in email subject lines are like salt in cooking. A pinch? Great. Too much? You've ruined it.

Here's the scoop:

Pros	Cons
Inbox standout	Can look unprofessional
Quick emotion	Display issues
Open rate boost	Spam filter trigger
Space-saver	Misinterpretation risk

How to use emojis right:

Match your message
One or two max
Know your audience
Always A/B test
Check different devices

Real examples:

Samsung: "🚀 New Galaxy S23 Ultra: Pre-order now!" PrivadoVPN: "🚨 24-hour flash sale: 80% off annual plan"

But watch out. Adidas once goofed with: "Congrats on finishing the Boston Marathon! 🎉"

Ouch. After the 2013 bombing, that emoji hit wrong.

"Emojis can boost email open rates by up to 56% when used right", - Experian study

The bottom line? Emojis can work wonders. But use them smart. Start small, test often, and think like your reader.

9. Test Different Versions

Want better open rates? Test your subject lines. It's not guesswork—it's science.

Here's how to run A/B tests:

Pick two subject lines
Split your list randomly
Send at the same time
Wait 24-48 hours
Pick the winner

Pro tip: Test ONE thing at a time. Just the subject line, not the email content.

But don't just look at open rates. Check these:

Metric	Why It Matters
Open rate	Did they read it?
Click-through rate	Did they act?
Conversion rate	Did they buy?

A high open rate means nothing if nobody clicks or buys.

Captchify is a tool for online stores that makes testing easy. It splits your list, sends test emails, tracks results, and shows you the winner.

A furniture retailer used Captchify to test cart abandonment emails. They tried:

"Take Them Home..."
"Did You Forget Something?"

The question won, boosting opens by 22%.

"Email subject line testers can significantly help improve the performance of your email campaigns, especially when it comes to capturing the attention of recipients so your open rates improve." - Diana Bocco, Writer specializing in SaaS and marketing content.

Testing never stops. What works today might not work tomorrow. Keep testing, keep improving.

10. Match Your Brand's Style

Your email subject lines are your brand's voice in the inbox. Here's how to make them work:

Write in Your Brand's Voice

Is your brand funny? Serious? Friendly? Your subject lines should match.

Examples:

Playful: "Oops! We caught your runaway cart 🛒"
Formal: "Your selected items are waiting"

Your subject line is often the first impression. Make it count.

Use a Familiar Sender Name

The "From" name is just as crucial as the subject line:

Sender Name	Effect on Open Rates
Generic (e.g., "info@company.com")	Lower
Personal (e.g., "John from Company")	32-60% higher

Tip: Combine personal and brand. "Sarah from Nike" beats just "Nike".

Mailchimp's March 2023 study of 1 billion emails showed a 35% increase in open rates when using a real person's name vs. just a company name.

"Every email you send is like a mini-billboard for your brand. Make sure it speaks your language." - Oren Todoros, Head of Content Strategy at Spike

Key points:

Stay consistent
Test different approaches
Align subject line and sender name

Your subject line and sender name are a team. Use them to build trust and reflect your brand.

Conclusion

Email subject lines can make or break your open rates. Here's a quick recap of our 10 best practices:

Short and sweet: 6-10 words max
Get personal: Use names or locations
Create urgency: Time-sensitive language works
Dodge spam filters: Avoid trigger words
Action words: Strong verbs drive engagement
Spark curiosity: Intrigue your readers
Use numbers: Lists and stats grab attention
Emoji game: One can add personality
A/B test: Find what clicks with your audience
Stay on brand: Consistency builds trust

These aren't just theories. Check out these real-world results:

Practice	Impact
Personalization	6x higher transaction rates
Short subject lines (7 words)	~30% open rate
Using a real person's name	35% increase in open rates

"Email marketing is an art and science, so give yourself some wiggle room to experiment and find what tactics work best for your business and your subscribers." - Mailchimp

Ready to boost your open rates? Here's what to do:

1. Review your current subject lines

2. Set up A/B tests

3. Keep an eye on those open rates and tweak as needed

FAQs

How to make an email subject stand out?

Want your email subject to pop? Here's how:

Use the recipient's name. It can boost open rates by 50%.
Create urgency. Make people want to act NOW.
Keep it short. 30-50 characters is the sweet spot.
Use action words. They drive engagement.
A/B test. See what clicks with your audience.

What is a good example of a subject line for an email?

Check out these subject line examples:

Type	Example
Problem-solving	"Introducing [Product] – Fix your [problem]"
Value proposition	"Want [Value proposition]?"
Goal-oriented	"Need help with [Goal]?"

"A good subject line is relevant and compelling and gives the reader a strong reason to open an email." - Chase Dimond, Email Marketing Expert

Remember: Avoid spam words. Be honest. Misleading subjects might get opens, but they'll tank your engagement long-term.

10 Email Subject Line Best Practices for Higher Open Rates

1. Keep Subject Lines Short