4 Tips for Creating Compelling Email Newsletter Subject Lines

4 Tips for Creating Compelling Email Newsletter Subject Lines

Mark Raffan

If you’re looking for impact and reach, email is a leading choice for businesses. But since marketers know that email campaigns are so successful, consumers are bombarded with countless messages.

So, how can you get your messages to stand out in a swarm of emails?

Even though they may seem like a minor part of your message, an email subject line is the first thing that people see. They can convince people to open your email and find out what you have to offer.

If nobody opens your emails, then you can’t generate new business—and a lot of hard work and money could go to waste. So, it’s crucial to persuade people to click on your emails rather than delete them. And to do this, your subject lines need to be compelling.

Here are a few tips on creating emails that get opened and convert readers to customers.


  1. Keep it short and simple

It’s essential to make sure your subject lines aren’t too lengthy. Imagine how annoying long subject lines are to users with limited screen space (like those using mobile). Since 33% of email recipients open emails based on catchy subject lines, it’s best to keep your short and punchy. Mailchimp recommends keeping subject lines to no more than nine words or 60 characters. A few characters, more or less, won’t necessarily kill your email. But too many words (or none at all) will be an issue.

In their research, MailChimp discovered that short, descriptive subject lines with limited punctuation did best.


  1. Personalize it

Most of us get loads of emails every day. It’s not unusual to have a bunch of unopened messages that only get mass deleted when it comes time to clean up your inbox. To get an email to stand out in the crowd, create a personalized subject line. Emails with personalized subject lines have 50% higher open rates. You can personalize subject lines with each recipient’s name or even their location.

But you can go beyond putting a name in your subject line. Take it further by sending personalized subject lines based on a recipient’s interests and history. For example, in their subject lines, Spotify shares personalized data about members’ favorite music based on their listening history.


  1. Hook people with your subject line 

The average worker gets 121 emails a day. Since people are overwhelmed with emails daily, you don’t want to flood their accounts with dull or generic subject lines. With online life pulling our attention in so many directions, it’s crucial to get interest with a catchy subject line. To grab attention, you have to stand out.

Rather than using cliché headlines like “Spring Into Savings” or “Hot Summer Deals,” try to hook readers with the benefits they’ll get from opening your email. Be descriptive, but also pique their curiosity. You can use wit, create a sense of urgency, ask a question, or include humor. But keep in mind, a boring or clickbait subject line might be quickly deleted or ignored.


  1. Avoid spammy subject lines

You’ve worked hard on your email marketing campaign—so you can’t afford to have your emails flagged as spam. You want people to open your emails. But to open them, people first have to see them. If they’re instantly moved into the spam folder, they won’t be seen or opened. To dodge spam filters, you have to choose the words in your email subject line carefully. Avoid spam trigger words to keep your messages from bypassing inboxes.

Email marketing is one of the most significant ways to get your brand message to your target clients, convert them to clients, and build relationships. But to convert, your emails have to be opened first. Get better open rates, and create an effective email marketing campaign, by making sure you put the time into creating compelling subject lines.

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.