How To Improve Your Email Marketing Subject Lines To Increase Opens

7th May 2019

Email Marketing can be a great tool to get in front of a targeted audience, whether that is new or existing customers.

It comes as no surprise that a huge 69% of people immediately report an email as spam solely because of the subject line, but there are certain tweaks you can make to improve your open rate.

First of all, be genuine, there are little tricks to entice people to open, but you should never lie or make a false claim in the subject line. This method may get you some quick opens, but you will almost certainly be moved to spam afterwards, therefore, losing out on valuable data!

Some top tips when it comes to creating the perfect subject line;

Make it personal – When you include a person’s name or their specific order, for example, users are 22% more likely to open the email.

Flatter them – Little things like remembering to wish them a happy birthday or congratulate them on something will encourage people to associate your emails and brand with positive thoughts. The best thing about this is, your systems can automatically send out emails as long as you have the data.

Time your emails – You need to ensure your emails are sent out at the right times, for example when you have the highest open rate but also when you have an email campaign that sends multiple emails, don’t leave too long or too little time in between them.

Include your company – Sometimes it can be a good idea to include your company name so the user knows exactly who they’re receiving the emails from, meaning they can make an immediate decision on whether to open it or not.

Say what you mean – There is definitely an argument to use vague subjects to draw people in but many are aware of these tactics now and will actually do the opposite of what you want them to do.  It could benefit you instead, to be straight to the point and specific about what your email contains.

Show them the money – At the end of the day, money talks, and including numbers and figures in the subject will encourage clicks.

Make use of symbols – Using a single exclamation mark can make a subject look important (more will most likely send it to spam!). Also, the use of ellipses can cause a sense of curiosity and mystery…

Create urgency – People don’t want to miss out and therefore if you have limits in your subject line, for example, “only 10 tickets remaining!” or “SALE ends tonight” people will be more likely to click through to your email.

Cater to your audience – One of the most important things to consider when creating subjects is your specific audience e.g. using emojis and casual/slang language for a young brand and a more formal and structured subject for a professional company.


These are just a few tips when it comes to creating the perfect subject line, if you’d like to set up an email marketing campaign for your business and don’t know where to start, please get in touch!

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