Make ’em click: Email subject lines that convert

Did you know that 85% of internet users receive and send emails weekly? Did you also know that workers receive, on average, 126 emails a day? We all know the familiar ping sound as yet another email plops into our inbox, and you probably have the same thought on each occasion – “Who’s trying to sell me what this time?” – with the full intention of emphatically hitting that delete button as soon as you see it.

So, whether you’re promoting an event, service or product, or even notifying your audience about any important business changes, making sure that your email subject line catches your reader’s attention is essential in creating the engagement that you’re after.

 

What’s your email subject type?

Capturing the perfect tone for your email’s message is highly dependent on the type of email that you’re creating.

• Fear of missing out (FOMO) – “Don’t miss out!” is a line that you’ll commonly see associated with these subject lines, invoking a high sense of need for the product/service in the reader. But the phrase is often overused, so think about other ways you can create that feel of urgency and action.
• Urgent – Incentive and time-derived, you may see phrases such as “Ends soon”, purely focusing on the urgency of the offer and removing the fear element hinted at in a FOMO message.
• Curiosity – If your readers already know and trust you, curiosity-driven subject lines can work wonders. Something like “You won’t believe what’s coming next…” sparks interest without giving everything away.
• Vanity – Be daring: don’t be afraid to show off how great your service, business or product is. Capture your reader’s attention with a bold email subject line, like “The best pizza you’ll ever have!”
• Benefit – An effective way to instantly place the focus on what the reader will gain. This can be phrased in ways such as “7 tips to keep your orchid healthy” and can lend a tone of expertise, leading to greater customer trust.
• News – For these email subject lines, it’s all about capturing the key sensitive information that you want to convey and for your readers to take away. For example, “Important changes to your account.”

 

To emoji, or not to emoji?

Some may argue that emojis in email lines make them seem tacky, yet statistics defy this line of thinking. They reveal that emoji use increases open rates by 56%; however, don’t go overboard! Using more than one emoji per subject line is ill-advised and must serve to enhance the subject line message so they’ve got to be relevant.

 

Keep it short and sweet

Have you checked your spam folder? It could be because your email’s subject line has triggered the filter… Your email subject should remain less than 50 characters long, ensuring that your content remains to the point and relays your message in a concise and easily readable manner.

 

Smarter sorting – emailing in 2025

As technology continues to evolve, so does the way we manage our emails. Platforms like Gmail and Microsoft Outlook, and even the latest iPhone settings are now equipped with smart features that automatically sort your emails into categories before you’ve even opened your inbox.

This smarter, more streamlined approach to email management means it’s easier than ever for users to focus on what matters most. But it also means it’s more important than ever to make sure your emails stand out and land in the right place.

If you’re using a Google account, your inbox is likely divided into tabs like Primary (personal emails), Social (social media platforms – Facebook, LinkedIn, X, etc.), Promotions (advertisements and mailing list content), Updates (order/shipping information) and optionally, Forums (keeps message board and group emails focused). It’s not random – Google’s AI scans malware sender details, keywords and predefined content to sort things out intelligently.

 

The importance of A/B testing

One of the most effective ways to determine which subject lines work best for your audience is through A/B testing. This involves testing two versions of an email subject line to see which gets the better open rate. By creating variations in wording, tone or call to action, you can get a feel for what style appeals most to readers.

A/B testing can also help you understand how your audience responds to the different email types so that you can refine your email strategy and improve future campaigns.

So, what’s the purpose of your next email? How are you going to get the best engagement with your email subject line? Let us know!