A staggering 376 billion emails are sent daily. Sadly, a significant portion remains unopened. Valuable, helpful emails that never even saw the light of day…

…Unless they boast an enticing email subject line. These concise 40-character snippets are the true heroes of email marketing, holding even more weight than the email content itself. With numerous email types, various subject line styles can boost your open rates. Continue reading for insights on crafting compelling email subject lines, complete with tips, templates, and real-world examples to get you going.

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Email subject line best practices

Here are some general email subject line best practices to incorporate into your email marketing endeavors.

• Put your subject lines to the test. Craft 3-5 subject lines per email and select the most promising one, or employ A/B testing to identify the winners. Remember that after the iOS 15 update, relying solely on open rates to determine winners might not be the most effective approach.
• Brevity is key. Aim for 30 to 50 characters. According to a MailChimp study, emails with subject lines containing 50 characters or less exhibit 12% higher open rates and 75% higher click-through rates compared to their counterparts.
• Steer clear of spam traps. Refrain from using unusual spacing, excessive punctuation or capitalization, or special fonts. Also, avoid spam trigger words such as “earn extra cash,” “make $,” “get out of debt,” “click here,” “100% free,” “will not believe your eyes,” and other clickbait phrases.
• Personalize whenever feasible: Go beyond simply including their name; incorporate information relevant to their location, past purchases, interests, and more. You can achieve this using email automation with dynamic tokens.
• Utilize preheader text. Think of this as your subject line’s subtitle, providing an opportunity to add more detail and enhance the email’s allure. Relocate the “view in browser” links and other extraneous elements to the email’s bottom to maximize the preview field.

Preheader text not only adds value but also presents a cleaner look in the inbox. Seeking email ideas for each month of the year? Free guide » The Mega Must-Have Marketing Calendar

How to write great email subject lines

• Capture their attention instantly. Employ intriguing words, a compelling statistic, a relatable phrase, or highlight the value proposition.
• Infuse them with personality. A touch of alliteration can work wonders! As can rhyming, song lyrics, and emojis – those tiny communication marvels of the digital age.
• Adopt a conversational tone. Write as you would speak. Even if your brand maintains a more formal voice, a conversational style enhances readability and fosters a sense of friendliness. For instance, opt for contractions like “you’re” instead of “you are.”
• Incorporate a call to action. Including a call to action phrase in your email subject line is always a good practice. This clarifies the email’s purpose and resonates with readers.
• Pose a question: Engaging your readers with a question instead of a standard statement instantly piques their interest. Questions initiate a direct dialogue with users, making them more inclined to open the email.
  • Having a rough day?
  • Are you making these X mistakes?
  • Ready to save 50%?
• Draw inspiration from your own inbox. If you come across impressive subject lines that you believe could work for your business, don’t hesitate to borrow them! Adapt them to your liking and align them with your brand voice.
• Highlight scarcity: Deep within us lies an inherent fear of being left behind, of missing out. This herd mentality, once a survival instinct, now presents an opportunity to inject urgency into our subject lines.
  • Pay X for Y (48-hour exclusive offer!)
  • Ending today! 36-hour outlet sale. Last chance…
  • 5 hours only!
• Leverage brackets and parentheses: These punctuation marks effectively highlight important information without resorting to capitalization, and they help organize large amounts of information.
• Use “you/your.” While name-calling is a no-go, using “you” and “your” wording remains a best practice, fostering a direct and comfortable connection with readers.
• Be specific. Even when incorporating an element of mystery into your subject line, ensure it provides readers with a general idea of what awaits them.

Regrettably, the lack of specificity in this subject line hasn’t instilled trust in me…

Catchy email subject lines

There are countless approaches to capturing your readers’ attention. You can opt for a… Controversial tone (tread carefully with this one)

• Your Marketing Sucks: Why You Need to Think Local
• Why Your 5-Year-Old Is More Digital Than Most CMOs
• Pet Training Best Practices Need an Overhaul: Here’s Why Conversational style
• Cat’s outta the bag! Surprise sale tomorrow—up to 50% off!
• It’s confirmed: Our prices are lower than the temperature outside—come on in!
• Pressure’s on: How much can you save this week?
• Wait what? Game-changing tips you’ll wish you knew sooner. Poetic flair
• Marketing attribution: Tips & Types, Finding the Perfect Fit
• How’d we do? Help us help you?
• 2024 Ecommerce Trends: The Old & New, Tried & Tested

Punny approach

• Join the Rover pack on social!
• Click click click BOOM dynamite.
• New arrivals! Seriously cool (warm) jackets.
• Last chance to score savings on game-day gear! Inquisitive tone
• Hmm no posts last week? [Tips if you’re stuck!]
• Madison, are you making these lawn care mistakes?
• 30 seconds to spare? [3-click survey!] Lyrical style (this one’s a fan favorite)
• LEAN STARTUP: Baby Got (Feed)Back – Embracing the Lean in Learning
• Oops [figure in the news] did it again…
• Shine bright like a…[something unexpected here]?
• [Topic]: You. you. you. oughta. kno-ow. Inspiration from current events
• [Trend] might be all the rage…but we’ve got something even better
• Kristen, take a break from [event] with [your product]
• [Event] ends [date] but our sale carries on!
• 12 Things You Didn’t Know About Y

Good email subject lines

Minimalism has its merits. While creative marketing sets your brand apart and connects with your audience, there are times when straightforward (and potentially less flashy) subject lines prove most effective. Time is precious, and your users appreciate knowing what’s up without overthinking. Good email subject lines can be… Succinct

• 10% Storewide – December 1-12
• Enjoy 15% off + Free shipping
• Get ready for Easter with [company] Direct and to the point
• PODCAST: 5 Steps to Accelerate Career Growth
• [GUIDE]: Name of Guide
• Tax Tips Webinar Monday @1pm Informative
• [Important news event]: What You Need to Know
• Our hours are changing! (Opening earlier )
• Your order has shipped. Yippee!

Cold email subject lines

Growing your business through cold emails is achievable—if done right. And the crucial first step? A compelling subject line. While personal preferences vary, encountering a “quick question” subject line often leads to immediate deletion. Here are some alternatives.

• [Your company + their company]…2 minutes later today?
• Enjoyed your blog post on [topic]
• Tips to enhance [company name]’s X
• Congrats on [latest achievement]!
• A [better/easier/faster] way to [goal]
• Resources for [company]…take it or leave it! (embracing the BYAF concept)
• Introducing a new solution for [pain point]
• [Achieving goal] just got easier with [your company name]
• Your thoughts on [what you specialize in/the pain point you solve]?
• How do you stack up against [competitor]? (A sensitive topic perhaps?)

The best email subject lines for content promotion

Sharing content via email can effectively drive traffic to your website and increase the visibility of content your readers might not actively seek out online. Remember, a strong blog post title often translates into a great subject line. Emphasize the content’s value and quantify whenever possible to provide readers with clear expectations.

• Plan Your Move in an Hour or Less
• [Ebook] Accelerating Website Development and Design
• Steal Our Marketing Hacks (We Dare You!)
• 15 Business Card Templates Up for Grabs
• [FREE GUIDE]: Name of Guide
• Guide Inside! 8 Ways to [Achieve Benefit]
• Launch Your Business with Ease [Free Guide]
• The Ultimate Cheat Sheet to [topic]!
• The Only Guide to [topic] You’ll Ever Need
• Top Secret! X Little-Known Ways to Enhance Your [X]
• Name, X% of [compelling stat from or relevant to your content]

The best email subject lines for customer appreciation

Keep your customers engaged with customer appreciation emails, and not just on Customer Appreciation Day! (This day varies annually, typically falling in April or May). Send these emails whenever the mood strikes—on holidays, anniversaries, or simply because. Personalize them when possible, and avoid using the phrase “valued customers.”

• Free gift. No strings attached. Just because.
• A small token of our appreciation…
• Hi Kristen, enjoy this little something to show our gratitude.
• Customer Appreciation Day calls for a celebration…
• Customers like you deserve treats like these
• Celebrating X years together!
• Happy [business name]versary! Grab your discount

Image source While we’re on the topic of appreciation, you might also find these thank you messages and templates for orders helpful.

Event email subject lines

Event emails typically involve a series: the initial invitation, a reminder, and a thank you/follow-up message. Invite

• Back by popular demand: [Event Name] Round Two!
• Mark Your Calendars…Annual [Event Name] April 12
• We’re Coming to Your City! Free Tacos in City Square
• Yappy Hour this Wednesday @ Bark Park!
• Join Us! Startup Success Breakfast (Come Hungry!)
• Reserve Your Spot Now! SEO Webinar – Limited Seating
• Paul, join my June 8 workshop for designers.
• Monday: Pub Run at 6 pm!
• You’re Invited: The Future of CMX [Spots limited!]
• [Webinar]: Slash Your Costs in Half – in Half the Time!
• Don’t miss out…Game Watching Party!
• Let’s Discuss CAC – Q&A Session 5/28
• Meet the Author: Irma Haskin [TUESDAY @ 2pm]

Follow up

• So… how was it? Share your #hashtag pics!
• What a blast! [Pics included!]
• Thanks for joining us!
• It was great seeing you there!
• Thanks for attending [event name]!

Follow up email subject lines

In some instances, a simple “Re: [original subject line]” suffices for follow-up emails. If this approach proves ineffective or if the email is part of a nurture series, consider these options:

• [Name], did our guide prove helpful?
• Another valuable resource for you, [Name]!
• Your recent download—any questions?
• Any questions about the quote we sent over?
• Touching base regarding your gutter cleaning estimate
• [Name], following up on your floor plan
• Hi [Name], checking in since our last chat

Holiday email subject lines

While we might be a tad biased, LocaliQ is a goldmine holiday subject line for inspiration. It also houses a treasure trove of seasonal subject lines for every month of the year. Here’s a sneak peek:

• August email subject lines
• September email subject lines
• October email subject lines
• November email subject lines
• December email subject lines
• January email subject lines
• February email subject lines
• March email subject lines
• April email subject lines On that note, you might also be interested in crafting a heartfelt holiday greeting email for your customers.

Introduction email subject lines

• Let’s get acquainted…
• [Name] here, from [business]
• Introducing [Name] to [Name]
• Inquiring about [topic]
• Hi [Name]! Referral from [Name]
• Reaching out to you through [Referrer’s Name]
• Fellow [college] alum looking to connect.
• Fellow [niche] business owner hoping to connect.
• Looking to connect with [role]s like you.
• Reaching out regarding [niche/topic].
• It was nice meeting you, Shana!
• Continuing our conversation from [event]
• Great seeing you at [event name] last night!
• Mention something specific you discussed
• As promised: the invoice tool I use!

Referral email subject lines

• Give $10, get $10, in 10.
• Refer a friend and receive $20!
• Refer friends. Earn points. Cash in. Repeat!
• Join our referral program – it’s free and easy.
• Refer your friends and save!
• Introducing our new referral program! Free to join!

Reminder email subject lines

Promotion

• Time is of the essence…
• Hurry! BOGO won’t last forever
• Your coupon’s waiting to be redeemed…
• Half-off ends TOMORROW! [to-mor-ROW]
• Your Gift Card is Expiring—Don’t Miss Out!
• Last chance to enjoy 50% off!
• Say farewell to savings .
• Only 3 days remain to save BIG

Event

• X is approaching…tickets are selling fast!
• Five days until the big reveal …………
• Hope to see you this Wednesday!
• Reminder: Cook for a Cause THIS Friday!
• Don’t Forget to Save Your Seat!
• Only 2 more hours…then the secret’s out!
• Workshop Reminder: How to Craft a Stellar Resume [TUES 2PM]
• We Can’t Wait for Tomorrow! (Have You Registered?!) Cart abandonment
• So… are you going to buy it?
• Time to take the plunge, [Name]!
• We’re eagerly awaiting your purchase!
• You forgot to check out!
• Name, don’t forget to complete your order!
• Name, it seems you left some items in your cart.
• Those [items] are waiting for you with sad puppy dog eyes…
• Don’t let free shipping go to waste
• Did you forget something?
• Your basket is feeling a little abandoned

Image source

Review/survey email subject lines

• Spare a minute (literally) to review us?
• Let’s be friends Like & review us!
• Love Loving Smile Dental? Review us!
• How was your experience at ZenSpa?
• How did we do? We’re always looking for ways to improve.
• We value your feedback! Share your thoughts.
• Thanks for your review!
• You’re awesome. Seriously.
• We truly appreciate your review!
• You reviewed us?! THANK YOU!
• Your review means a lot to us!
• Your opinion matters: Share your feedback in 3 minutes
• Got 30 seconds? [5-click survey!]
• Got a minute? [Quick poll to help us serve you better.]
• Feedback requested: How are you enjoying [business name]

Thank you email subject lines

• Thank you for choosing [business name].
• It was great seeing you! Thanks for coming
• Thanks for your purchase! Receipt (and a little something extra!) inside.
• We asked, you delivered. THANK YOU!
• Your order is on its way! (Thanks for choosing us!)
• We received your payment. Thanks!
• Thanks for signing up. What’s next?
• Your support means the world to us. Thank you!
• Thank you. Simply put, thank you.
• We couldn’t decide on the best way to express our gratitude…

Welcome email subject lines

Welcome emails serve various purposes, from welcoming readers to your newsletter to welcoming customers to your business, students to your online course, and more. Regardless of the context, your welcome email subject line should exude warmth and excitement while hinting at what awaits them—whether through your tone or information about their subscription.

• Welcome to #branded hashtag
• Thanks for subscribing!
• Welcome to [business/newsletter name]! 3 steps to get started
• Hey [name], welcome to [business]!
• You’re in! Complete your registration for [product] inside.
• Name, get ready to meet the [business name] welcome wagon!
• Welcome to the club! Your coupon awaits…
• Welcome! Important info (and some fun stuff too)
• Excellent choice! You’re now subscribed to [newsletter/product].

More ways to improve open rates

Are you still struggling with email open rates despite crafting compelling subject lines? Other factors might be at play:

• Is the email easily viewable? If your email doesn’t render well on a user’s device, they likely won’t bother deciphering it.
• Are you overwhelming your subscribers? If you’ve been emailing daily, they might be feeling inundated and less inclined to open your emails.
• When are you sending your emails? Many people check their emails less frequently on weekends. Check out our post on the best times to send an email newsletter.
• How about the quality of your email list? Is it a robust, targeted list? If your list lacks quality, it might be reflected in your open rates. Follow our email list building tips to attract the right audience.
• Is the “from” field personalized? Often, an email seemingly from a real person within your company feels more approachable and trustworthy than one from the company name.

We hope we’ve equipped you with the knowledge to craft eye-catching email subject lines. These tips should boost your open rates, but keeping those readers engaged? That’s your mission! (Just kidding, we have an email copywriting guide to assist you, along with a free download of 30 Free Small Business Email Examples & Templates to cover all your email needs. And don’t forget, ChatGPT can always lend a helping hand with ideas. Try these ChatGPT prompts to get the creative juices flowing.