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Did you know that 47% of people decide whether to open an email based solely on the subject line? 

Think about that. 

I know that I fall into that 47%. If an email doesn’t grab my attention in the few seconds I scan the subject line, you better believe it’s not getting opened, regardless of who the sender is. 

This is how most people navigate their inboxes. 

Your email’s fate—whether it drives sales or gets ignored—could be determined by just a few words. 

In this blog post, I’ll walk you through how to write good email subject lines that increase your open rates, even if you’re not a great writer.

Before diving in, you should also check out my other post where I walk you through how to build your first email list.  

How to Write the Perfect Email Marketing Subject Line

Know your audience

Why do some subject lines grab your attention while others don’t? The answer is not luck or some secret formula, well, not really. 

It all comes down to understanding human behavior. 

The secret to writing email subject lines that get opened is knowing and understanding how people behave and what makes them tick. 

People open emails out of curiosity, FOMO (Fear of Missing Out), or when they see something that directly speaks to their needs. 

For example, take a subject line like 

“You’re running out of time—50% off ends today!” 

It creates urgency and piques interest immediately. 

Another example, like 

“Your special gift is waiting…” 

plays on curiosity and personalization, it makes your reader feel valued. 

When writing your email subject line, always keep your reader at the forefront of your mind. 

Include personalization

A personalized email would stand out in an inbox filled with generic messages. Personalizing your emails with information gathered from your customers is a great way to ensure they are always relevant and deliver value to your audience. 

For example, if I see an email subject line that says: 

“Tife, Here’s Your Exclusive Offer—20% Off Just for You!”

It’s going to make me pause and pique my interest. Using personal details like names or previous interactions can help you better target your audience. But don’t overdo it, or it can turn your customers off. 

Later in this blog, you’ll learn how to personalize your emails without sounding too creepy. 

Fun fact: Personalized emails have an 18.8% average open rate vs non-personalized emails which average 13.1%

Be clear

In your email subject line, make what your reader would get from opening the email clear. This means adding the benefits to the subject line. Don’t be too vague, too general, or too clever. Clearly state the purpose of the email. 

“Download Your Free Ebook: 10 Tips for Better Time Management”

Make sure your reader can understand what to expect from your email through your subject line. 

This leads to our next point, which is….

Don’t mislead the reader. 

Your subject line should not trick or mislead your reader. While you might think it’s clever, it can come across as annoying, which could lead to your email being deleted. 

An email subject line like this:

“You’ve Won a Free Trip to the Bahamas!”

When you’re not offering a free trip but instead trying to prompt a product or service is very misleading and annoying. I understand you’re trying to grab attention, but it’s not a good look for your business. 

You should not be doing this. Do not promise anything in your email subject line that you do not deliver in the body of the email. 

Be relevant 

Your email subject line should resonate with your readers’ interests, needs, or pain points. The average human is kind of selfish and only interested in things that benefit them. 

So, if you want them to open your email, give them something of benefit to them.

Keep it brief. 

Did you know that about 46% of people open their emails on their mobile devices? So, to make sure important information in your subject line isn’t being cut off, aim to have it with 55 characters. 

Because you have limited time, make sure your email packs a punch and delivers value in the first few sentences. Otherwise, you risk your reader missing the message and not opening your email. 

Avoid spam words

Certain words just scream SPAM! 

For me, I know there are certain words or sentences that I see and just delete without any further thought. And I’m not the only one. A record 69% of readers report an email as spam just based on the subject line. 

Yikes! Trust me, you do not want your emails to fall into the spam category. 

Avoid using words like “cash,” “earn money,” “cheap,” or even certain symbols like “$$$$” or “!!!!” 

Include keywords 

Just like SEO helps your website get discovered, including relevant keywords in your email subject line can increase its visibility and relevance. 

Keywords related to your product, service, or the topic of your email make it clear what you’re offering. If your readers are already searching for something specific, those keywords will grab their attention.

Offer value 

This goes without saying. Your readers need a reason to open your email, and the subject line should convey the value they’ll get from it. 

Whether it’s a discount, helpful information, or an exclusive offer, make sure your subject line answers the question: “What’s in it for me?”

For instance, a subject line like 

“Grab 25% Off Your Next Purchase” 

gives your audience a tangible benefit right away. By focusing on what your reader gains from engaging with your content, you’re more likely to capture their attention.

Create urgency and exclusivity.

Urgency and exclusivity can be powerful motivators.

People tend to act faster when they feel like they’re going to miss out on something important. Subject lines that communicate limited-time offers or exclusive deals create a sense of scarcity, which can prompt quicker action.

For example: 

“Last Chance! 24-Hour Flash Sale Inside” or “Just for You: Early Access to New Arrivals” 

Signals that the offer is time-sensitive or reserved for a special group which can motivate readers to open the email immediately.

But, be careful not to overuse urgency, if you use it too much at some point your readers just stop caring. 

Use action-oriented language  

Action-oriented language gives your readers clear instructions on what to do next. Strong, direct verbs can encourage people to take the next step. 

Instead of just describing your email’s content, guide your readers with commands like “Discover,” “Grab,” “Claim,” or “Shop.”

For example, instead of 

“Our Winter Collection is Here”, use “Shop Our Winter Collection Now”. 

This shifts the focus to an action your reader can take, making the subject line more compelling.

If you want your readers to do something, you’ll have to tell them what you want them to do. 

Add your personality 

While sticking to best practices is important, remember to let your brand’s unique voice show. This is very important. Don’t drown out your brand voice and personality because you want more people to open your emails. 

A subject line that reflects your personality or brand tone can make you stand out, which is key. Whether your brand is fun and playful or professional and authoritative, make sure that comes across.

Being authentic to your brand helps build stronger relationships and makes your emails more recognizable over time.

Emotional appeal 

Emotions drive decision-making. 

A subject line that tugs at your reader’s emotions—whether it’s excitement, fear, or even joy—can significantly increase your open rates. Words that evoke curiosity, excitement, or a sense of urgency can compel your readers to take action.

For instance: “Don’t miss out on this once-in-a-lifetime opportunity!” taps into FOMO, whereas “Find comfort in these cozy fall essentials ” evokes a warm, inviting feeling.

This goes back to the first point. Understanding your audience’s emotions and crafting your subject line around those feelings can help you create a stronger connection.

Common Email Subject Line Mistakes to Avoid

Now that you know what to do to write email subject lines that increase open rates, let’s talk about what not to do. 

Here are common pitfalls that can ruin your open rates:

• Clickbait: Misleading subject lines might increase your open rates initially, but they can destroy trust over time. If your subject line promises something that the email doesn’t deliver, it’s game over for your credibility.

• Spammy Language: Like I said before, words like “Free,” “Buy now,” or using too many exclamation points can trigger spam filters. Keep it authentic and avoid sounding overly salesy.

• Neglecting Mobile Users: With most emails opened on mobile, make sure your subject line doesn’t get cut off. Aim for 40-50 characters so your message is clear on any device.

• Being too vague: Subject lines like “Great News Inside” don’t spark enough interest. Be specific about what your reader can expect.

• Overusing urgency: If every email is urgent, your readers become desensitized. Use urgency sparingly to maintain its impact.

• Not testing: A/B testing is very important. Test different elements (length, tone, or emojis) to see what resonates best with your audience.

How to Personalize Subject Lines Without Sounding Creepy

As I mentioned before, personalizing your email subject lines is a great way to connect with your audience. Here’s how to personalize effectively without coming across as too creepy:

• Behavioral Triggers: Use data from previous purchases, browsing history, or sign-up dates to craft a subject line like “We See You’re Eyeing This—Take 10% Off Now!”

• Location-Based Offers: If relevant, consider adding geolocation. For example, “Exclusive Deals for Our Chicago Customers!” can increase relevance without feeling intrusive.

The goal is to make the email feel relevant and valuable without overstepping.

Email subject lines are the gateway to your message and are very important for growing your small business. 

Understanding how to write them and avoiding common mistakes can significantly improve your email open rates. 

Try these tips when writing your next set of email subject lines and see how they improve your open rates.