Email Subject Line Best Practices
- Keep it brief and precise. Subject lines are meant to be short. Email subject lines between 30 and 50 characters perform better in terms of open rates. With more than 50% of emails viewed on mobile devices, this practice is a rule.
- Use personalization. Take advantage of personalization elements to target different audience segments. Don’t limit yourself to adding their name but leverage every data in your possession, such as their location, age, preferences, and purchasing habits.
- Perform A/B testing. A/B testing your email subject lines helps you detect which elements work better for your audience groups and send winning variants to the rest of your email recipients.
- Show relevance and consistency. Great subject lines are supported by data relevant to your prospects’ needs or industry; include numbers and percentages that back data up. Show your leads that you’ve done your research, get to the heart of their pain points, and ensure your email subject lines are consistent with your email content.
- Avoid spam traps. Stay away from practices like all caps, excess punctuation, or special characters, and don’t use clickbaity words like free, earn money, or click here. Also, avoid incorporating the word ‘newsletter’ in your email subject line because readers tend to think of newsletters as boring content.
- Opt for a personal name as your sender. People prefer to receive email newsletters from people rather than faceless companies. It feels like they’re dealing with an actual person, even if it’s automated. Don’t use no-reply senders either.
- Include a call to action. When you need your email recipients to perform a specific action, why not let them know right from the email subject line? Even better, include the estimated time they’ll have to devote to that action; this will make them eager to act on your CTA.