Best Practices For Email Subject Lines

| Online marketing

Best Practices For Email Subject Lines


The subject line is the first thing recipients see in their inbox, they are solely responsible for getting the recipient to open the email and click through to read more. If they aren’t compelling and clear then they are likely to be ignored.

All email marketing campaigns are different. They have different goals, content and audiences but when it comes to Subject Lines these basic practices are a must.

Here are 8 tips to help you create great subject lines:

1) Keep it short

Your audience is likely to be using different email platforms and different platforms cut off subject lines at different character counts. Stick to 5 to 7 words (around 50 characters) to ensure the recipients see the subject line in full.

2) Don’t reuse subject lines

People remember subject lines, especially those they aren’t interested in. If you send them an email with the same subject line they are likely to think they have already seen and read your email.

3) Don’t be sales-y

If you want people to read your emails you don’t want to be too aggressive. Don’t send emails with overly sales-y sounding messages. Remember, it’s important to show value before you go in for the sale.

4) Send a clear message

People generally have short attention spans, especially when it comes to email so don’t make your audience work too hard to figure out your subject line.

5) Use action words

Using action words can entice and motivate your audience to respond.


There is a time and a place to use caps. Subject lines aren’t the place so avoid shouting within subject lines.

7) Use stats

Stats are great and can be really enticing when used within a subject line. If a stat sounds unbelievable or impressive use it but be sure not to lie.

8) Be human

Don’t be robotic; it’s crucial that you write like a human being. Use conversational language that is similar to what your audience would use. 

Luke Stanley