What is the best way to write a subject line?

Portal Home > Knowledgebase > General > What is the best way to write a subject line?

Promotional emails and email newsletters face a number of challenges in terms of deliverability, open rates and conversion rates. Unfortunately, email marketers appear to spend a great deal of time working on the body of an email or newsletter, and give very little attention to the subject line itself. Your subject line is absolutely critical to the success of your email marketing. If your email doesn't get opened, it has no chance of success.

Here are a few suggestions to help you write subject lines that grab attention, create interest, and make recipients want to open your email:

Keep it as short as possible - ideally, no more than five word if possible.
Incorporate the benefit to your recipient in the line.
Avoid using the word 'you'. The word is used a lot in spam, not in most everyday emails.
Never use an exclamation mark (!) - for the same reasons as above. A question mark (?) used in context, on the other hand, is fine.
Avoid cliche sales language ("limited offer", "free bonus") and so on in the subject line.

The subject line is easily forgotten, and it is often written seconds before the newsletter is sent – usually without too much consideration. It is vitally important for the overall success of your newsletter, and it deserves a lot of attention.

Add to Favourites Print this Article