1. Avoid Being Too Generic
People appreciate authenticity and connection—not one-size-fits-all messages. Use the data you have, like age, location, or interests, to craft subject lines that feel personal and relevant. Avoiding bland, generic phrases helps ensure your emails stay far from the spam folder.
2. Use Preheader Text Wisely
Preview text appears alongside your subject line in the inbox, providing a glimpse into your email. Crafting 35 - 90 compelling characters here can enhance your subject line’s appeal, encouraging readers to click through.
3. Apply Urgency Thoughtfully
Subject lines with urgency can boost open rates. Lines like “Last Chance for 20% Off Today!” can be effective, but avoid overly “salesy” language. The right amount of urgency can drive action without triggering spam filters.
4. Optimise for Mobile
With over 80% of people checking email on mobile, ensuring your subject lines are readable across devices is essential. Preview emails to prevent cut-off words or code errors that might lower your open rates.
5. Avoid ALL-CAPS
Excitement is great, but all-caps can feel like shouting—and might activate spam filters. Aim for a friendly, inviting tone that aligns with your brand's voice and avoids triggering spam alerts.
6. Use Special Characters Sparingly
Special characters like $, #, and @ can be attention-grabbing but sometimes flag emails as spam. Use them sparingly to maintain a professional and credible impression.
7. Steer Clear of Spammy Words
Some words, like “free,” “cash bonus,” or “limited-time offer,” are red flags for spam filters. Focus on clean, genuine messaging that builds trust and communicates value.
8. Keep It Short and Sweet
Subject lines between 6 - 10 words typically yield the best open rates. Keep your message concise; save details for the email body.
9. Avoid Single-Word Subject Lines
One-word subject lines can appear unprofessional or spammy. A few well-chosen words can help capture interest and provide clarity.
10. Limit Emoji Use
Emojis can boost open rates but should be used thoughtfully. Test for consistency across devices to avoid strange or broken characters and ensure they fit your brand’s tone.
11. Be Transparent
Clickbait subject lines might get opened, but they harm credibility long-term. Instead, be clear about your email’s content to build trust and a loyal reader base.
Remember, your subject line is your brand’s first handshake with potential customers. Crafting thoughtful subject lines is essential for building a strong foundation for a successful email marketing campaign.
