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4 Tips for Effective Email Subject Lines

Your customers’ inbox is full of emails from a range of brands and companies, so how do you make yours stand out from the rest? Perfecting the content and design of your email is vital, but it could all amount to nothing if no one actually reads it. Your open and success rate can be narrowed down to one fine detail – the subject line!

Think about it this way, if you’re a brick and mortar retailer, you’ve got to put effort into making your shop window display look enticing and attract customers. If they like what they see, they’re more likely to come inside and browse what you have to offer, resulting in an inquiry or sale. The same applies for your email subject line - coming up with a creative, eye-catching subject line to get customers to open, click and engage with your content is the key.

Here’s our top tips for creating strong and engaging email subject lines:

1. The Length

According to Litmus Email Analytics, most people view their emails on Gmail and iPhone so it’s best to keep the subject line between 41 - 70 characters (around 7 words for portrait view on iPhone).

Seven words is the sweet spot for email subject line in 2019, which is about 10 characters less than the average subject line currently out there! If you’re struggling to get the message across, use the preview text section to share more information.

2. Sentence Style

When crafting your email subject there are four main sentence styles you can choose:

  1. Sentence case - How to write a strong subject line
  2. Title case - How to Write a Strong Subject Line
  3. All lower case - how to write a strong subject line
  4. All upper case - HOW NOT TO WRITE A SUBJECT LINE

The decision is a stylistic one, based on your own brand, preferences and context of the email. For example, some audiences take to all lowercase because of the more casual, personal feel. If you’re not sure, the safest options are 1. sentence case and 2. title case.

3. Consider Using Emojis

While there’s much debate about the use of emojis, it all depends on whether they fit and compliment your brand’s tone and email content.

Emojis can effectively communicate a story and help set an email subject line apart from others. Try not to overuse emoji’s though as this may have the opposite effect.

4. Avoid SPAM Trigger Words

Keeping your emails out of the SPAM box is crucial. According to extensive research from Yesware, email subject lines should avoid the following words and phrases:

  • Apply now
  • Free gift
  • $$$
  • No hidden costs
  • Order today
  • Guarantee
  • Click here
  • Prices
  • Visit our website

Every email that ends up in the spam folder is a missed marketing opportunity, so double check your subject lines before you hit send!

If you need help with your designing, writing and managing your company emails contact us on 1300 818 188 or email

Megan Scott is a creative and enthusiastic content creator with experience producing email marketing campaigns and writing blogs, lifestyle and SEO articles. Megan is in her final year of university, studying a Master of Communication. Connect with Megan on LinkedIn.