Do Your Subject Lines Engage Your Subscribers?

The subject line of your email campaign is the first thing subscribers see when they check their inbox, so shouldn’t it be a winning one? A good subject line has anywhere from 25 to 40 characters. That’s an average of 6 to 8 words. Do you think you can say all you need to say in that amount of space?

Here are a few guidelines to follow:

  1. You have your subscriber’s first name, use it. As marketers we love the idea of collecting data and leveraging it to optimize the performance of our email campaigns. One of the fields you should collect when a subscriber signs up to receive your email is their name, or more importantly, their first name. The placement of your name in the subject line is valuable space that should be utilized for keywords that are highly relevant to your email message.
  2. The exclamation point is not your friend. You may have a great offer you want to share with your subscribers, but the last thing you want to do is add an exclamation point to the ending of your subject line. If it’s a great offer it should be able to stand on its own. Plus, the exclamation point is a good way to get your message spammed.
  3. Your name should be in the From field; don’t put it in your subject line, too. It’s so important to keep your subject line short and relevant. If your company name is in the From field, use your subject line to tell us what great offer you have.
  4. The shorter the subject line, the better. Okay, let’s not take this too literally. Obviously, a subject line like “Enroll Today” or “Shop Now” is not beneficial and may look suspicious to your subscriber. It could even get them to ignore or unsubscribe. However, a short subject line with 6 to 8 valuable keywords grabs the attention of the subscriber faster than it would if it were long and drawn-out.
  5. Test your subject lines constantly. Run split tests on a regular basis to determine the best strategy for your database.

Following these simple rules will help your email marketing generate more conversions and revenue. Remember, you only have a couple seconds to catch the attention of your subscribers.  Utilize the small amount of time to serve up a compelling, unique and fun subject line.


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Case Study: Email Deliverability

About Colleen Masters

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  • Tricia McCune Bolam says:

    I cringe when I see the company name in the subject line. They are wasting so much precious space. I have never seen a single case study saying it improved results.

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