The best email subject lines are not splashy, cheesy or exaggerated. They should be short, succinct and make the reader want to open your email.
- Avoid Sales or Overused Words
Most people know to avoid words like "free" in their subject lines because they trigger spam filters. But you should also avoid common words that are associated with sales, like “help,” “percent off,” or “reminder.” These words don’t always trigger a spam filter, but many subscribers will ignore them.
- Include Localization
Personalize a message with a recipient's first or last name to improve open rates. MailChimp research suggests including a city name is even better.
- Use Different Subject Lines
Newsletters tend to start with high open rates, but these decrease over time. Keep your content fresh, and don’t repeat the same subject line for each campaign. If subscribers can’t tell what’s in your campaign from the subject line, they probably won’t open your campaign.
- Keep Subject Lines Short
Most people quickly scan subject lines to decide if they’ll open or ignore the email, so don’t expect subscribers to dig through your subject line to figure out if they’re interested. Keep your subject line to 50 characters or fewer.
- Tone Down Promotional Emails
Keep the message straightforward and avoid splashy promotional phrases, phrases in all capital letters, or exclamation marks in your subject lines. Subject lines framed as questions often perform better.