Creating a great email takes a lot of moving parts. The message, the copy, the design, the timing.
But here’s the kicker. None of it really matters if your subject line doesn’t do its job.
If the subject line fails to grab attention, the email never gets opened, even if your list is highly engaged. In fact, studies show that around 47% of people decide whether to open an email based on the subject line alone. That one line can make or break the entire campaign.
Today, we’re breaking down how to write subject lines that actually get opened. We’ll cover what works, what to avoid, and the small tweaks that can help you stand out in a crowded inbox.
Don’t be like Gloria. Nail your email game.
What are email subject lines?
Email subject lines are the short snippets of text you see in your inbox, sitting right next to the sender’s name. Sometimes they also pull in a short preview of what the email is about.
Their job is simple but critical. They need to grab attention, spark curiosity, and give the reader a reason to open the email.
If the subject line misses the mark, the email often gets ignored completely. That’s why subject lines play such a big role in the success of any email marketing strategy.
Brands send all kinds of emails for different reasons, and each type of campaign calls for a slightly different approach when it comes to subject lines.
Below, we’ll break down the most effective subject line styles for common email marketing messages, along with examples of how to use them.
Welcome email subject lines
These emails are usually sent to welcome someone after they subscribe to your list, sign up for a free trial, or make their first purchase.
Your subject lines here should be short, friendly, and straight to the point. The goal is to make it clear that this is a welcome message and set a positive first impression.
A few examples you can use include:
- We’re so excited you’re here, [Name]
- Thanks for signing up – here’s 10% off
- Hooray! You’re on our email list
- Welcome to [Community]. Your welcome offer is inside
Adding personalisation, such as the subscriber’s name, helps the email feel more human and less automated. That small touch can go a long way in encouraging people to open and engage right from the start.
Follow up email subject lines
Every business needs to get follow-ups right. They are a key part of B2C communication and often make the difference between a one-off customer and a repeat one.
Follow-up emails are usually automated and sent to check in after a purchase, ask if everything went smoothly, or see how someone feels about their experience. They can also be more personal, coming directly from a team member or business owner.
Either way, the goal is the same. Let customers know you care and invite them to share their thoughts. Sometimes something as simple as “So, what did you think?” is enough to start a conversation.
Here are a few subject line examples you can adapt:
- Need help? We’re here for you
- Did you love your order? Tell us
- Thanks for shopping with us. How was it?
- We loved serving you. Tell us how we did
- Thanks for visiting. Here’s 10% off for next time
Keeping these friendly and conversational helps encourage replies and builds stronger relationships with your customers.
Abandoned cart subject lines
Fun fact. Around 70% of online shopping carts are abandoned across most industries. That’s a lot of missed opportunities, which is why nailing your abandoned cart subject lines really matters.
These emails should quickly remind shoppers that they’ve left something behind and give them a clear reason to come back and finish the purchase.
A few strong subject line ideas include:
- You left something behind. Get it while it’s hot
- You didn’t forget about us, did you?
- Your items are just one click away
- Check out while you still can
- It’s almost yours. Complete checkout in the next 24 hours and take 10% off
The key here is urgency without pressure. Keep it friendly, clear, and focused on making it easy for them to return.
Sales & promotional email subject lines
Sales and promotional subject lines are something every marketer is familiar with. They’re designed to drive quick action, often tapping into urgency, scarcity, or a bit of FOMO.
These emails might highlight a sale, promote a discount, or shine a spotlight on a specific product to push conversions.
A few go-to subject line examples include:
- Your special discount is inside. Open to claim
- A special offer, just for you
- Your favourites are back in stock. Take $5 off
- Top-rated and back in stock. Get [product] before it’s gone
- For a limited time only. Get [product] now
When done well, these subject lines feel timely and exciting rather than pushy, giving readers a clear reason to open and act.
Brand & product announcement subject lines
When you’re announcing a new product or sharing an important brand update, clarity is everything. People should instantly understand why they need to open the email and what’s changed.
These subject lines are ideal for product launches, feature updates, pricing changes, or account-related announcements.
A few solid examples include:
- Introducing the newest kid on the block: [Product name]
- Pricing changes are coming. Here’s what you need to know
- We’ve made updates to your [Brand] account
- New limited-time [product]. Get it before it’s gone
- New arrivals you’re going to love
- Major updates inside. Here’s what’s changed
The goal is to be clear, timely, and relevant. When people know exactly what to expect, they’re far more likely to open and engage.
Reengagement subject lines
These campaigns are designed to re-engage subscribers who haven’t opened an email or made a purchase in a while.
The goal is to remind them you’re still here and give them a reason to come back, without sounding desperate or pushy.
A few subject line ideas that work well include:
- It’s been a while. Here’s 10% off, on us
- We miss you. Do you miss us?
- Running low? Time to restock
- Are you still there? Take 25% off your next purchase
Keep these light, inviting, and easy to act on. A small incentive paired with the right tone can go a long way in bringing inactive users back into the fold.\
Our best practices for email subject lines
Before we wrap up, here are a few copywriting best practices to help you get started. Some of these might sound familiar, but there are a few extra tips in here worth keeping in mind too.
Creativity is your best friend
If you want to spark curiosity, don’t be afraid to get creative. A clever turn of phrase, a light pun, or even a slightly clickbait-style subject line can work well when used sparingly.
That said, gimmicks only work some of the time. Test different approaches and see what actually resonates with your audience.
The more personal, the better
Personalised subject lines tend to perform better because they feel more relevant to the reader.
This doesn’t always mean using someone’s name. Some brands personalise based on behaviour, location, interests, or even pets or family names. The goal is to make the email feel like it was meant for them.
Go easy on the exclamation points
Exclamation points aren’t banned, but they should be used sparingly. Too many and your email starts to feel spammy.
For example:
- Limited time sale, just for you!!!!!!!
- Hooray!!!!!!! Our EOFY sale is here!!!!!!
- Welcome! Thanks for joining! Here’s a free coupon!
Yeah… probably not opening those either.
Use FOMO, scarcity, and urgency (carefully)
Urgency and scarcity are powerful when used properly. They tap into FOMO and give people a reason to act now instead of later.
You can also layer in exclusivity with phrases like “members only” or “you’re invited” to reinforce importance.
Just make sure it’s genuine. Fake urgency wears thin fast.
Don’t use all caps
WAS THAT FUN TO READ?
Exactly. All caps feel overwhelming and shouty. Strong subject lines should stand on their own without yelling at the reader.
Caps lock often reads as spammy and can hurt engagement more than help it.
Keep it short
Around 80% of emails are opened on mobile, so your subject line needs to work on a small screen.
Aim for something short, clear, and easy to scan. Around 8–9 words or under 60 characters is a good rule of thumb. Simple punctuation like full stops can help break things up.
Experiment with emojis
Used well, emojis can help your email stand out in a crowded inbox.
They’re not for every campaign, but they can reinforce your message without adding extra words. A siren for alerts, hearts for Valentine’s Day, or a gift for promotions can work nicely when it fits your brand.
What to avoid with email subject lines
On the flip side, here are a few common mistakes that can undo all your hard work:
- Using “urgent” when nothing is actually urgent. This annoys readers and can lead to unsubscribes
- Trying to be funny and missing the mark. What feels witty to a brand can come across as rude or awkward
- Skipping A/B testing. Platforms like ActiveCampaign and Mailchimp make it easy to test subject lines, so there’s no reason not to
Small changes to your subject lines can have a big impact. Test often, learn what works, and keep refining.
You've come this far!
Congratulations. You’re officially an email subject line pro.
Subject lines play a huge role in how your brand is perceived, how customers engage with you, and ultimately how much revenue your emails generate. They’re worth the time and attention.
If your subject lines aren’t pulling their weight, your open rates will suffer, and that makes it much harder to get the results you’re aiming for.
Keep testing. A/B test different angles, tones, and formats, pay attention to what your audience responds to, and refine from there.
And if you want a hand getting things dialled in, it never hurts to lean on experience. Get a free proposal from Local Digital and see how we can help optimise your email marketing faster than you can say “subject lines”.
