How to Write Professional Email Subject Lines that Improve Open Rates

August 8, 2022
Creative Hustlers

47% of email recipients open email relying on the subject line, whereas 69% of email recipients let it go to spam based exclusively on the subject line?

What's the first thing that attracts you when it comes to reading a book, an article, a piece of writing or maybe a notification popup?

The title or the first thing you watch there. It's said “don't judge a book by its cover”, but what we do is watch the cover or title and proceed to have a look over it.

The same applies to the Emails we send as a marketing practice. People tend to judge the email by the subject line. It has been found that more than 30% of your email subscribers will open your email fully based on the subject line. So in this blog, we are going to explain to you ways to improve your subject line to increase your open rates. It would be naive to mention that email marketing doesn't work whereas it's one of the most cost-effective mediums to reach the masses.

Here is a data presentation which represents the elements that most attract the targeted audience.

So let's get started.

A brief on email marketing and its significance.

Email marketing is an act of sending promotional messages to people in masses. It generally is to produce sales or leads and it may include advertising. It may be one of the oldest forms of digital contact, but email still rules when it comes to usage. With over 4 billion active customer base and an ROI of $38 for every dollar spent it surely needs to be a part of a successful marketing campaign.

Despite having social media people still prefer email for professional conversation as well as 90 per cent check it regularly.

But are you aware of how to make it useful in a manner that adds value to your marketing campaign?

To stand out one needs to work on the subject which is the very first your audience witness as they open a mail or to be precise which makes them open it.

Key tips and tricks to improve your open rates.

Begin with action oriented verbs.

Call-to-Action subject lines can provoke readers to take action.

To be catchy, use an inspiring and rich set of the vocabulary of action-oriented verbs to get your user's best attention. An email with an action-oriented subject line not just creates a sense of inspiration but a sense of urgency as well.

For example, Let's say you own a work jewellery collection business so you must use a subject line like “ Gold plated jewellery giveaway” or “ Win customised jewellery for you and you're loved”. Subject containing action orientation words tend to draw attention and grab the most clicks.

Create personalised content.

With email marketing there comes the advantage that you can customize your campaign and create a targeted audience.

When it comes to Personalized content, it can be as simple as adding a person’s first name to make them feel as exclusive as you can.  It is witnessed that the emails carrying first names are more likely to be open than the ones sent to the masses with non-personalized content.

Apart from that, you can also make your returning customers exclusive by sharing their experiences of the last purchase and creating different content for your search audience or one-time audience. One of the best parts about email marketing is that the content can be as customized as you wish but the major thing is sending the right email to the right person at the right time.

Make your audience feel exclusive.

What's better than being treated exclusive and getting attention from your favourite brand? To be honest, the audience loves it and the amount of open rates it gathers is insane.

By preparing your email recipients to feel like they are a part of an insider’s circle that is exclusive to your subscriber, they will be extra attentive to what you say. Make your audience feel exclusive In such a manner that you be a part of their special days like anniversary, birthday and send an email with giving exclusive personalised attention to your audience. It makes them a loyal component of your community.

Your email subject line is the best way to tap into the power of exclusivity among your audience. Here are some ideas to make your subject exclusive.

- Add Personalised messages and offers on special days.

- User personalised token.

- Include the first name in the subject.

- Add terms like freebies, goodies , exclusive gifts, special invites etc.

- Discount just for you.

- Surprise them with mind-blowing perks and figures of offers, example 70 percent discount plus 5 percent just for you.

This will increase your open rate and boost your campaign.

Limit the character count and avoid all Caps.

Nearly 77% of emails are browsed on the phone, so it might get cropped if the subject line is lengthy. Utilize the ideal characters in such a manner that it is short I.e up to 50-80 characters and significant.

Think about the best and essential line and character and exclude which won't gain the first attention of your audience. Also, be precise for example use “Your order has been shipped” rather than “Your order number xyzssss is shipped to”.

Secondly don't use all caps as it seems spammy to the audience and more than 85 percent of users prefer emails in lower case as it seems more authentic to them.

Create a sense of urgency and curiosity.

When something looks urgent and interesting it demands attention and action. There's nothing wrong with creating a sense of urgency and curiosity among the users to make the subject line increase the chance of an open rate. To make it intensify use the best words that are easily understood and stand out to be most creative and relevant. Tell them partly what’s in your email rather than giving away full information. Tease your way to an increased open rate and create a sense of curiosity.

But do you know what mistake we usually make is overdoing it. There needs to be a balance if one wants to look exclusive and keep the charm effective.

What can be used in subject lines?

- Discount offer

- 3 days to go

- Surprise! Surprise!

- Xyz thanks for being loyal.

- It's our birthday month.

- Gifts coming your way or freebie offer.

- Discount offers like up to 80 percent off on exclusive brands.

- Use a Relevant brand name.

There is no doubt urgency works, it shouldn’t come at the cost of trust that you have built with your email list. If you'll be giving one offer after another chances are higher that the audience might take you for granted. To avoid such, be exclusive with your offers and be creative with the way you portray them in the subject line.

Famous Celebrity attention.

It is very much evident that we as humans get attracted to activities practised by famous people like Mark Zuckerberg, Bill Gates, Steve Jobs etc or celebrities which are most likely by us. You must be familiar with how useful acknowledgements by known people work, and the type of impact they have.

Using their names as a part of your email can help get the clicks and increase the open rate of email Example- Taylor Swift Red lips edition.

Be slightly controversial.

What grabs more attention than a controversial subject in the subject line. But it can be a little risky too as people might misunderstand because of a controversial topic you've picked. It can bounce back. But so can any marketing method if you do it the wrong way.

But, if you do manage to pull it off effectively, the returns can be huge — a high open-rate. The idea must be to know your targeted audience well and use a real controversy to grab their attention. When it comes to choosing a controversial topic, be wise about choosing a positive debate worthy rather than a negative one.


This blog sums up how to write a creative and impact ful email subject line to increase your open rates and clicks to boost your email marketing campaign.

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