How to Write Compelling Email Subject Lines

Know your Audience

Before you start, set goals for your email campaign, understand exactly who your audience is, and what type of action you’d like them to take. Are you offering a promotion or introducing a new product? The goal and audience will define your subject line and the value it offers.

Personalise Your Content

Use the subject line and email content to identify the person you’re talking to. For instance, saying “Hi, Sarah” instead of “Dear Subscriber” makes the message more personal and more likely to be engaged with. Make sure your database is 100% correct when doing this, as errors in personalisation can mark your email as spam and leave a bad impression.

Keep it Short & Enticing

There are some stats on the optimal subject line length, but ultimately, it’s about saying as much as possible in as few words as possible. This is because a quick glance at the subject line will give the reader an indication of what’s in the email. It should be catchy enough to make them want to see for themselves.

Create a Sense of Urgency

Fear of missing out is a great motivator — that’s why phrases like “24 hours left” work so well at encouraging subscribers to act immediately. Be careful how you use them though, as they can also land you in the junk folder.

Offer Something of Value

Let your subscribers know that there is something valuable inside the mail. The subject line then becomes the teaser encouraging them to open it and find out how this offering will help them.

Try Using a Few Emojis

Though emojis have been around for years now, their use in business emails is fairly new. Adding them to subject lines can communicate emotion and sentiment without using many characters. Some companies even use image emojis to replace words and shorten subject line character length, but this can cause confusion, so we don’t recommend it.



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Marketing automation software that enables data-driven and hyper-personalised communication via email and SMS.