Craft compelling subject lines that get your emails opened

You could write the world’s best email, but if your subject line doesn’t grab attention, it won’t get opened — and all your hard work goes to waste.

Your customers' inboxes are crowded, and the subject line is your first (and sometimes only) chance to make an impression. The good news? Writing compelling subject lines is a skill you can learn.

In this post, you’ll find simple, proven strategies to boost your email open rates, plus examples you can swipe and tweak for your own business.

Why Subject Lines Matter So Much

People scan their inboxes in seconds. Whether they open your email or hit delete comes down to one thing: your subject line.

A strong subject line:

• Sparks curiosity
• Creates urgency or emotion
• Promises clear value
• Matches the tone and expectations of your audience

7 Tips for Writing Subject Lines That Get Opened

1. Keep It Short and Sweet

Aim for 6–10 words or under 50 characters. Most people check email on their phones, and long subject lines get cut off — so clarity and brevity are key.

Example: 'Your website traffic just dropped, and here’s why'

2. Use Personalisation

Personalisation can help your email feel more relevant and engaging. Using a subscriber’s name or referencing their interests can help build connection and trust.

Example: 'Sarah, new Dr Martens sale drops!'

3. Create Curiosity, But Don’t Be Clickbait

Tease what’s inside without giving everything away. Sparking interest can encourage people to open the email to learn more.

Example: 'You’re probably making this retinoid mistake'

4. Lead with Value or a Benefit

Tell your reader what they’ll get out of opening your email. Whether it’s a useful tip, exclusive offer, or valuable insight, make sure the benefit is front and centre.

Example: '5 free resources to share with your patients'

5. Use Numbers or Lists

Numbers stand out and promise something specific.

Example: '3 ways to double your open rate today'

6. Use Urgency Thoughtfully

A sense of urgency can motivate people to act, but it should feel natural and appropriate. Overuse of urgent language can lead to mistrust or email fatigue.

Example: 'Last chance! 24 hours left to shop our biggest sale of the year.'

7. Test Different Styles

Not every subject line will be a hit, and that’s okay. The best way to learn what works for your audience is through consistent testing. Try different styles, tones, and approaches, and track which ones drive the best open rates.

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In summary, writing great subject lines takes practice, but the payoff is worth it. Small tweaks to how you introduce your emails can make a big difference in how many people engage with your content. Start with these foundational tips and experiment to find the right voice and structure for your audience. Over time, your subject lines will become one of the most effective tools in your marketing toolkit.

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Looking to improve your email marketing strategy? Get in touch to build a plan that gets results.