6 Rules When Writing Attractive Email Subject Lines

6 Rules When Writing Attractive Email Subject Lines

Why do you have to take so much time when writing the subject line of your email campaigns?

Among all of the factors that affect the opening rate of your email campaigns, one that is of most importance in the email subject line, that first sentence that the user will read (or better said, scan) before opening the message.

Taking into account the amount of emails a person can receive on a daily basis, it is normal that our subscribers carry out a pre selection before they decide which ones to read.

The sender is the main factor that intervenes with this decision: “Do I really want this brand to tell me something?”.

And then, it is the message: “This brand interests me but, do I need to read this specific message?”.

For the user to reply “Yes” to this answer, the email subject line has to be very well written.

6 Rules when writing attractive subject lines.

Don’t beat around the bush.

Time is limited and so is attention. Not to mention the space available to write the subject, around 50 characters. So you have to make sure that you get your message across straight away.

Keywords, the more to the left the better.

Smartphones have changed the way we read emails. The screen is smaller and it is possible that the subject of the message gets cut out. So, keywords or attractive words should be as close to the left as possible, so that they can be seen on all different devices.


The easiest way to personalise is to include the name in the subject, but you can also include geographic references or some other details that shows that you know the receiver of the message.

Stay away from impertinent promotions.

Sending promotional messages is fine, filling an inbox with words such as “offer”, “promotions”, “deals” or other can make your brand look bad.

Give emoticons a new feel.

Did you know that many email systems now let you include emoticons in the subject line? It is a way to make your emails stand out and surprise your readers. But be careful as there may be areas or messages where using an emoticon may not be appropriate.

Mystery and urgency.

Using mystery and urgency is a classic tactic. It aims to make the reader want to know more, or make them think that, if they don’t open the message, they will miss out on something good.