First impressions can make or break a business’s marketing strategy — and email subject lines are no exception. Only about 20% of all promotional emails get opened, according to MailChimp, so you need to use concise, compelling and strategic copy to capture readers from the moment they open their inbox.

In the same way many judge a book by its cover, your audience will judge an email by its subject line. Make it more impactful with these tips.


Shorter Is Smarter

A study by Return Path found subject lines with 50 characters or less result in 12% higher open rates and 75% higher click-through rates than emails with longer subject lines. Keep it short, sweet and to the point to pique curiosity and ensure important content isn’t cut off. Also, remember 85% of users use smartphones to access email, according to Adobe’s 2019 Consumer Email Survey, allowing for even less room for error.


Remember What’s Important

Keep the overall objective of your email at the forefront. Your customers are inherently attracted to saving money, time and effort, so focus on content that accommodates these needs and wants. For example, if you’re announcing a campaign featuring 25% off select items, prioritize the discount itself rather than listing the products on sale.


Keep It Simple

Use simplistic, easy-to-understand language. Avoid industry jargon and superfluous words that wouldn’t resonate with the average reader or seem too good to be true. Additionally, focus on one action at a time. Each email and its accompanying subject line should have one clear call to action to minimize confusion and generate better results.


Build Trust with Your Audience

Don’t make empty promises in your subject line. The information relayed there should be easy to find in the email copy once opened. Additionally, a single grammatical error can reduce your credibility among customers by up to 50%, according to an analysis by web entrepreneur Charles Duncombe. Always proof your copy before you press send, and make sure multiple pairs of eyes approve the final product.


Why It Matters

The higher the engagement in your emails, the greater your ROI. Persuading users to open your emails with a powerful subject line is the first step in ensuring higher click-through rates and, ultimately, more conversions.

Email is a crucial component of any comprehensive marketing strategy, and its success starts with a click-worthy subject line. An experienced marketing team can help you evaluate your current email marketing strategy and take your subject lines to the next level.