Your newsletters are not much better than the subject line you create for it. So simple, it can actually be said. Because if you do not manage to create a subject line that piques the recipient’s interest, they will not open your email and all your hard work that went into creating the email will be lost.

Who hasn’t sat in front of the screen totally burnt out for ideas?

And subject lines can be hard to do, if you want them to be effective. For who hasn’t sat in front of the screen totally burnt out for ideas, only to come up with something totally uninspiring like “New Items Week 25”, “New Fire in the Webshop” or “Favorites of the Week”. People simply do not bother with these. It is estimated that you receive an average of 100 emails per day (work emails included), so it is important that YOUR email gets attention – and the subsequent magic click that opens your email.

And there is a lot at stake with your subject line. Because there is also a certain amount of trust associated with communicating with the recipient of your emails. Do not deliver the content of the email to the expectations after reading your subject line, so people get a distrust in your emails quickly, as the effect of this will be that the recipient will not want to open your emails in the future.

So what is best practice when writing their subject line? Below you can read our 5 tips:


1. “Fear of Missing Out” and “Sense of Urgency”

Create a feeling that you just can not and must not miss out on the content! A survey has shown that subject lines containing a “sense of urgency” have a 22% higher open rate. That is, if you can get the recipient to feel that they just have to open the mail here and now, then it’s perfectly optimal.

Because you experience many instances where a recipient actually intends to open your mail. “I’ll do it when I get home from work”, thinks the recipient. And then the recipient came home, and the kids were playing rough, and dinner had to be cooked, and the grass had to be cut… and your mail was long forgotten.

So you want your recipient to open your mail here and now – and get them to act and respond immediately.

Try to create a subject line that appeals to the recipient’s curiosity and “sense of urgency” here are some samples:

– “Only today! Save 25% on sneakers “. Have your recipients not opened the mail at 4:00 PM as intended, you can send out a new email to the list of those who have not yet opened at 7:00 PM, with the subject line “Hurry – Only 5 hours left of the offer on sneakers!”
– “Drop everything – Do not miss this wild offer!”
– “Lightning sale only this afternoon! Last chance to score some huge savings”
– “Tired of ants in the kitchen? This method eradicates them with certainty!” (This title is a bit clickbait-y, but works a lot better than “How to get rid of ants in the kitchen”) 😉

Words that work well in subject lines to create this sense of urgency are:

  • 24 hours
  • 1 day left
  • Ends soon
  • XX hours left
  • Expires tonight
  • Hurry up
  • Last chance
  • Last day
  • Limited offer
  • Last reminder
  • Only 2 seats left
  • Save 20% now


2. Be mysterious

Another angle you can put on your subject lines in your newsletters is mystique. You probably have occasionally been scrolling through the amount of the many emails in the inbox, and you may also have passed a specific mail after which your brain went, “Huh, what did that say?” You’re scrolling back and just need to click and open the email, because that sounded a little too exciting to pass.

“Huh, what did that say?”

There can be a fierce boundary between being mysterious and annoying, as subject lines can also be clickbait-y. Below are a few examples of subject lines that have mystics incorporated:

  • (name of recipient), can you solve this riddle for us?
  • Last chance to see what this email is about
  • You can not open this mail !!
  • Congratulations on your birthday (name) – We have a surprise for you!
  • 9 horrendous facts about Halloween


3. K.I.S.S.

Dear child has many names and K.I.S.S. is both short for “Keep it Short, Sweetie” or “Keep it Simple, Stupid”. Nevertheless, the point and the meaning is the same: People’s attention span is today lower than ever.

This study has shown that the fewer words there are in a subject line, the more people open the mail. If you can hold the subject line in 1-2 words, there are 15% more who open the mail than if 3 or more words have been used. Obviously, it may be difficult to keep a headline so short when communicating a message. Other studies like this shows that there is the higher open rate if the subject line is between 0-10 words. That is something more flexible and realistic to relate to.

Try to keep the subject line as short as possible!

But, in all, the conclusion is the same for both of them: Try to keep the subject line as short as possible!

Make your own attempt on whether your recipients respond best if you use under 5 words or under 10 words.

Also, think that most people today receive and read emails on the mobile. And on mobile devices, the subject line of emails is always truncated in terms of the amount you see in an email program on your computer.


4. Be emotional

People are far more driven by feelings than logic when they buy something. So when it comes to writing, it is about being appealing to the recipient as a human being and not a machine.

There are several different ways to do it, including:

  • Use the recipient’s name in the subject line
  • Give them good news
  • Celebrate something with the recipient
  • Keep the customer focused and make them feel special

There are many words you can use in your email marketing to create subject lines based on the emotional. This is called power words. Examples of these are:

  • Free
  • Sales
  • Guaranteed
  • Professional
  • Discount
  • Now
  • Great
  • Interesting, etc.


5. Use humor

You know it from yourself; with humor you often come a long way. The same goes for your newsletters. Can you make the recipients smile or even laugh, you’re successful!

However, it is a tough balance to hit the target audience with humor. Today, we know more than ever before thanks to the social media that sometimes, rather than before, any announcements made with a humorous touch will be unconscious or deliberately misinterpreted.

Therefore, be aware not to be offensive. And where is the limit today for it to keep moving constantly? Basically, topics such as religion, race and politics are often areas that should be avoided. Also, be careful not to use humor if you are not really humorous. It can often result in content that seems more motivated than truly humorous.


By following the above advice you should be able to improve your open rate in email marketing campaigns and newsletters considerably. Remember to test thoroughly to find out how your email recipients best respond to your subject lines.


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