7 Tips for Writing Engaging Email Subject Lines

Writing email subject lines that stand out can feel tricky, but it's essential to boosting engagement for small business owners. A strong subject line is your first opportunity to grab attention and encourage people to open your email. If you're struggling with low open rates or emails getting lost in spam folders, it might be time to rethink how you're crafting those all-important lines. Let’s break down seven actionable tips to help you write subject lines that get results.

1. Keep It Short and Sweet

When sending an email, it’s vital to remember that many people check their inboxes on mobile devices. If your subject line is too long, it’ll get cut off, reducing its impact. Ideally, aim for 50 characters or less. Shorter lines grab your audience’s attention quickly and make it easier for them to open the email. If your subject line gets too complicated, it might get overlooked.

Example: Instead of "Here’s an Exciting New Offer Just for You!" try "Special Offer Inside – Don’t Miss It!"

2. Create a Sense of Urgency

Adding urgency can encourage recipients to open your email immediately rather than letting it sit unread. Phrases that evoke urgency, like “limited time,” “act fast,” or “ending soon,” push people to engage quickly. But be careful with overusing this tactic—constant urgency can come off as pushy.

AWeber, known for its email marketing tools, offers features that allow you to test the effectiveness of urgent subject lines, ensuring you’re not overwhelming your audience.

Example: "Hurry! Only 2 you don’t overwhelm Free Ebook."

3. Personalise Your Subject Lines

Personalisation can be the difference between your email getting opened or ignored. Use the recipient’s name, location, or purchase history in the subject line to make the email feel more tailored to them. Small personal touches show that you’re paying attention to their preferences, increasing the chance they’ll engage with your content. Benchmark Email lets you easily insert personalisation tokens into your subject lines. Personalising emails can create a stronger connection, whether it’s a first name or a reference to past actions.

Example: "John, Your Favourite Product is Back in Stock!"

4. Ask a Question

Questions in subject lines naturally spark curiosity. People are wired to seek answers, so that a well-placed question can increase email open rates. Ensure the question is relevant to the recipient’s needs or pain points. This approach works well for grabbing attention without feeling too salesy. When crafting your subject lines, tools like Campaign Monitor can help you test different question formats to see what resonates best with your audience.

Example: "Ready to Save 20% on Your Next Purchase?"

5. Test Your Subject Lines Regularly

What works for one campaign might not work for the next. Testing different subject lines allows you to understand what drives the highest engagement. You can try A/B testing, where you send two variations of the same email with different subject lines to see which performs better. Experiment with length, tone, or the use of emojis.

AWeber and Campaign Monitor offer built-in A/B testing tools, making it easy for small business owners to determine which subject lines boost open rates.

Example A/B Test:  

Version A: "50% Off Just for You!"  

Version B: "Limited-Time 50% Discount Inside!"

6. Avoid Spammy Language

Using too many sales words can land your email in the spam folder. Words like “free,” “guaranteed,” or “act now” can trigger spam filters, leading to lower email open rates. Instead, focus on clear, honest language that highlights the value of your email without overselling. This keeps your subject lines credible and trustworthy.

Many email platforms, including Benchmark Email, have built-in tools that help you check if your subject lines are likely to get flagged by spam filters. This feature can be a lifesaver for businesses looking to maintain a strong sender reputation.

Example: Instead of "Get Your FREE Gift NOW!" try "Exclusive Offer Just for Our Subscribers."

7. Use Emojis Sparingly

Emojis can make your subject line more eye-catching, but using too many can look unprofessional or even push your email into the spam folder. If you’re targeting UK business owners or professionals, you’ll want to keep it subtle. A well-placed emoji can add some personality without overwhelming the message.

Experiment with one or two emojis that relate directly to your content. Campaign Monitor lets you see how emojis impact open rates and engagement, helping you find the right balance.

Example: "Ready for 🌞 Summer Savings?" vs. "Check Out Our ☀️🔥 Summer Deals!"

Wrapping Up

Writing good email subject lines doesn’t have to be a challenge. You’ll find what works for your audience with a bit of practice and testing. You’ll mark Email or Campaign Monitor with some training and testing. The key is to grab attention without sounding like every other email in their inbox. Short, personal, and relevant subject lines lead to higher email open rates, ultimately driving better engagement.

Remember, the subject line is your first impression—make it count. Test your lines, keep them relevant, and don’t forget to personalise. You’ll see the difference it can make in your email marketing campaigns!