why subject lines matter

Your subject line is your email’s first impression. It determines whether your audience clicks "open" or "delete." With the average person receiving 121 emails per day, standing out in a crowded inbox is crucial. Studies show that 47% of recipients open emails based purely on the subject line, while 69% report emails as spam based solely on subject lines.

A GREAT subject line:

➝ Captures attention immediately
➝ Builds curiosity and makes your audience want more
➝ Drives engagement and boosts sales

I am a self proclaimed email marketing NERD. But why? Why do I love email marketing so much?

Let’s create subject lines that actually sell.

I fell in love with email marketing because of the tangible results it delivers. Unlike social media, where algorithms dictate reach, email gives you direct access to your audience. You aren’t just hoping someone stumbles across your post… you’re showing up in their inbox, ready to engage.

One of the first email campaigns I ever wrote skyrocketed a small business’s revenue by 35% in a single month. That’s the power of a well crafted email, especially when the subject line does its job. Over my time in this industry, I’ve refined a formula that consistently increases open rates and engagement.

5 subject lines formulas that actually sell

[Hook]: Capture attention immediately

• Example: “Stop making this mistake in your business”

• Why it works: It sparks curiosity and makes the reader wonder what they’re doing wrong.

[Emotion]: Tap into feelings

• Example: “Tired of working hard with no results?”

• Why it works: It addresses a common frustration and makes the reader feel understood.

[Clarity]: Be direct and specific

• Example: “3 easy ways to double your email open rates”

• Why it works: It tells the reader exactly what to expect… no guessing.

[Urgency]: Add a time-sensitive element

• Example: “Last chance to grab your bonus (ends tonight!)”

• Why it works: It creates FOMO (fear of missing out) and encourages immediate action.

[Relevance]: Make it personal

• Example: “|fname|, this strategy will change your business”

• Why it works: Personalisation increases open rates by up to 26%.

Subject line do’s and don’ts

DO:

✔ Keep it under 40 characters for better readability on mobile devices.
✔ Use numbers, questions, or emojis sparingly for impact.
✔ A/B test subject lines to see what resonates with your audience.
✔ Personalise where possible (e.g., using first names).

DON’T:

✖ Use spammy words like “FREE,” “Guaranteed,” or “Act Now.” These can trigger spam filters.
✖ Be overly vague specificity converts better, and your audience doesn’t want to feel tricked.
✖ Forget to check for typos (because nothing kills credibility faster).
✖ Mislead your audience with clickbait; if your subject line overpromises and the email underdelivers, you’ll lose trust fast.

Crafting the perfect preview text

Your preview text is the second chance to hook your reader. It appears next to the subject line in inboxes and provides a sneak peek into your email content. It should:

➝ Expand on your subject line
➝ Create curiosity or urgency
➝ Offer a clear reason to open the email

Example:
Subject Line: “Your growth blueprint awaits, |fname|”
Preview Text: “A proven plan to take your business to the next level.”

People Want Connection, Not Just a Sales Pitch

At the heart of great email marketing is relationship building. People are tired of being sold to 24/7. They crave connection, trust, and authenticity. This is why storytelling, personalisation, and value-driven content work so well in email marketing.

When you prioritise engagement over hard selling, your audience will naturally want to buy from you. Instead of blasting out sales emails, try:

➝ Sharing a behind the scenes look at your business
➝ Writing as if you’re emailing a friend
➝ Giving value before asking for a sale
➝ Being honest, human, and relatable

So, trust me when I say… this work matters. A well crafted subject line isn’t just a detail, no, it’s the key to getting your message seen, heard, and acted upon.

Your subject line is the gateway to your content. If it doesn’t capture attention, the rest of your email doesn’t matter because it won’t get opened.

Mastering subject lines means higher open rates, more engagement, and more conversions. And if you want an expert to help craft email campaigns that actually drive sales, book a strategy call to craft subject lines that boost your sales. Apply to work together here