How To: Create Compelling Subject Lines

By Author: Jim Kinkade
Total Articles: 7
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HOW TO: Create compelling subject lines


The subject line of an email message is a specialized headline meant to do one thing: get the email recipient to open the email by revealing what's inside.

Unlike an article headline, the subject line is totally self-sufficient. It cannot rely on page placement, layout or any other design assistance for pulling readers into the body of an email.


Several key elements should be considered when creating a good subject line:

Clearly state your offer in the subject line, but make sure it's something that appeals to your target audience. If this means segmenting your email campaigns into smaller chucks, then it's worth the effort it takes to ensure the most powerful, relevant subject line is used. According to a recent study by Return Path, 55.2% of recipients opened the email because the subject line clearly stated the offer.

Message personalization increases email open rates. ...
... Despite the fact that spammers and phishing emails often add names to the subject line, tests show that personalized subject lines perform better. The trick is to also avoid the spammy look and feel of those types of emails. Using other information such as specific job roles or recent product purchases also create effective, personalized subject lines.

Place the most powerful information at the front of the subject line. Many email clients show only a small portion of the subject line. The first few words of the subject line are the most and should include as many of the other elements as possible, especially the offer or action item and the personalization.

Use natural curiosity to get subscribers to open their emails and read the important messages inside. Offering answers to insider secrets or insights from leading experts will pull in readers looking for that information. Of course, the message must deliver on what is promised or risk losing credibility on future emails.

Because of the heavy responsibility of the subject line, the best performing ones should be used. The subject line should also be highly tested to ensure the best results. No matter how good your message is, if the subject line doesn't do its job, the email campaign will probably not meet its performance goals.


Since nobody is going to read an email message they don't open, crafting a compelling subject line should be top priority for any email marketer. Spending the time to create and test an effective subject line will pay big dividends in with future open email rates. -- Arial Software