Writing Better Email Subject Lines: A Guide to Captivating Your Readers

Whether you’re a newbie to writing Email Newsletters or looking to spice up your existing email game, you’ve come to the right place.

With our inboxes being flooded daily, standing out is an art.  From creating killer subject lines that can’t be ignored to preheaders that tease and tantalise,  this blog is your step-by-step guide to making your emails irresistible.

So settle in, and let’s unravel the mysteries of email subject lines and preheaders together. 

How Important Are Subject Lines? 

Subject lines are the gateway to your email. Fail here, and your email might as well be invisible. A winning subject line is more than a mere introduction; it’s an invitation, a teaser that sparks curiosity and compels readers to explore further. Your job is to stop readers in their tracks and get them to open your email.

Writing the Perfect Subject Line 

What makes a subject line irresistible? It’s a blend of intrigue, specificity, and excitement. Summarise without spoiling, entice without exaggerating. And remember, the key is to keep it simple. Avoid shouting with ALL CAPS or using phrases that might confuse your readers.

The Power of Preheader Lines 

This is the line of text that appears below the subject line in an email Inbox.  Think of preheaders as the appetiser to your email’s main course. They shouldn’t just rehash the subject line but tantalise the reader, offering a glimpse of what awaits inside.

Emojis in Subject Lines and Preheaders: Yay or Nay? 

Emojis aren’t just fun; they’re functional. They add a splash of colour to an otherwise dull inbox, making your email stand out.  While emoji’s don’t affect the deliverability (a subject for another day) of your emails, they should be used sparingly and “tastefully”.  Use them wisely; a well-placed emoji can delight, while overuse can annoy.

Testing Your Subject Line: A Must-Do Step 

There are various tools you can use to test if your subject line is destined for greatness.  My favourite is the Subject Line Checker from Send Check It.  Simply fill in your subject line and click the button to test.  It gives your subject line a score out of 100 and gives you more insights on what you can do to improve it. Test, tweak, and test again until you hit that sweet spot of 90 or above. A high score often translates to higher open rates.  Always test and optimise your headlines and preheaders to ensure you get the best possible open rates.

How do you know if your subject line hits the mark?   

To measure whether your subject lines and preheaders are effective,  you can check your email open rates. The open rates are determined by the number of readers who opened your Email as a percentage of the number of emails that were sent – or more simply put:  emails opened divided by emails sent times 100.  Different industries have different standard open rates but at the time of writing this email, the average email open rate across all industries is 21%. 

Ready to Dive into the Newsletter Content? 

 With your subject line and preheader in place, you’re all set to delve into the heart of your newsletter. Stay tuned for our next blog, where we’ll guide you through crafting content that resonates with your readers.