Subject to success: How to write email subject lines that get clicked
Your email subject line is the first impression you make in a crowded inbox. It’s the make-or-break factor that determines whether someone opens your message or keeps scrolling. That’s why it’s so important to optimize your subject line to ensure users engage with your content instead of leaving your email to drown in a swarming inbox.
Keep reading to learn about best practices, strategies, and examples to help you write subject lines that actually get clicks.
Create urgency
Urgency compels users to take immediate action. Using time-sensitive language like “urgent,” “breaking,” “important,” or “alert” to express a sense of urgency and encourage clicks.
Clearly communicate start and end dates for special promotions or sales to improve click rates, and consider sending a countdown series to remind subscribers as deadlines approach. However, you’ll want to avoid overwhelming their inbox, as this can come off as spammy and may prompt users to unsubscribe from your email communications.
Example: Ending soon | Favorites up to 70% off - This pairs urgency with a clear offer.
Spark curiosity
Curiosity can be a powerful motivator, especially when it intrigues the recipient enough to click. This tactic allows you to tease the content without giving everything away. However, avoid misleading copy. Always deliver on the promise in your email.
Example: Is this the perfect weekend getaway? - This leaves the reader wanting to find out more.
Highlight offers
People love a good deal. And, they love “free” even more. Mention discounts, freebies, or exclusive perks in your subject line to catch the user’s attention and encourage a click. Numbers are eye-catching and specific, so use them when possible.
Example: Exclusive: 20% off your spring escape - This is highlights the offer in the subject line.
Personalize your messaging
No two customers are alike. Adding personalization increases relevance and builds a stronger connection. Use the recipient's name, past purchase behavior, or location when appropriate. Keep the tone conversational to make it feel like a one-on-one message and further that customer-brand relationship.
Example: Steve, your favorite ocean-view suite is waiting - This offers personalization of name and past purchase behavior.
Make it timely & relevant
Leverage trending topics, seasonal themes, or timely events to make your subject lines more compelling. Tie your content to what’s top-of-mind for your audience right now.
Example: Escape to the Baja’s brilliant shores - This email subject line in January feels more tempting and makes the user envision a warm getaway during the winter months.
Keep it concise (but flexible)
Shorter subject lines tend to perform better because people tend to skim their inboxes. Aim for 40-50 characters when possible. If a longer subject line is needed for clarity, prioritize relevance and readability.
Example: Your seaside escape awaits – Book direct- This is short and gets to the point.
Use a recognizable sender name
“From” field can be just as important as the subject line. Use your brand name or a real person’s name to keep things from appearing as spam. Avoid “no-reply” addresses, as this can feel impersonal and uninviting.
Example: noreply@gcommercesolutions.com
Match subject line to content
Trust is key, especially with the influx of emails the average person receives every day. Make sure your email delivers exactly what the subject line promises. Misleading readers can cause unsubscribes or spam complaints.
Start with action-oriented verbs
Subject lines double as mini call-to-actions, so lead with verbs that inspire clicks.
Example: Dine in at Versante - This is clear and action-focused.
Play into exclusivity & FOMO
Make recipients feel special or like they’re getting access to something others aren’t. Use phrases like “exclusive,” “members only,” or “invite-only.” Lean into urgency by pairing exclusivity with a deadline.
Example: Your final reminder: Members-only Get 20% off - This combines urgency with a sense of importance.
Pose a question
A compelling question can draw readers in, but be careful with punctuation. Avoid using both a question mark and an exclamation point in the same subject line, because spam filters may flag it.
Example: Have you booked your summer getaway yet? - This poses a question to grab the user's attention.
Avoid spam triggers
Some formatting choices can land you in the dreaded spam folder. Don’t use all caps, try to limit exclamation points, and keep language natural to keep from raising any spam flags.
Example: 20% OFF POOL SIDE ROOMS - This uses all caps, which is a trigger for spam filters.
Use engaging preview text
Preview text, the text that follows your subject line and gives more flexibility with character limit, is your second chance to grab attention. Use it to expand on the subject line and hint at what’s inside. By piquing interest even further, you’re more likely to encourage a click.
Test & optimize with A/B testing
Small tweaks can have big results. Test different variations like short vs. long subject lines or numbers vs. no numbers. This is also an opportunity to test emojis vs. no emojis or compare questions vs. statements to really narrow down what resonates with your audience.
However, keep in mind that when A/B testing, you’ll want to test one thing at a time. That way, there is no confusion about what exactly worked for you.
Retarget non-openers
Most people get so many emails that they skim through and end up missing things. Don’t give up after one send. Retarget those who didn’t open the first time with a fresh subject line. Something playful and attention-grabbing encourages a higher open rate and drops a fresh email at the top of their inbox.
Example: Opps, looks like you missed this great offer! - This is a playful way to present an offer again.
Identify the purpose
Why is this email being sent? What is the goal of this email? Whether it’s to offer a great promotion or inform about an upcoming event, let that guide your subject line’s focus.
Determine the call-to-action
What do you want readers to do after opening? A clear call-to-action boosts engagement and gives obvious instructions as to what the user should do next. A call-to-action can be something like “book now,” “learn more,” “see our rooms,” or “start planning.”
By following these best practices and consistently testing, you can refine your subject lines into powerful tools that boost open rates, click-throughs, and revenue.
Need a little boost in your email subject lines? GCommerce’s marketing team is ready to take your email strategy to the next level. Connect with us today to see how we can help shape your strategy!
