20 expert tips to help ensure your emails get opened and read

Email Subject Line Tips to Boost Your Open Rates

Writing a strong subject line isn’t just a nice-to-have—it’s the key to getting your emails opened and read. No matter how valuable your content is, it won’t matter if your audience never sees it. Your subject line is your first (and sometimes only) chance to grab attention in a crowded inbox. It needs to spark curiosity, convey value, and feel trustworthy—all in just a few words.

Whether you’re sending newsletters, promotional emails, or event invites, the tips below will help you write subject lines that resonate with your audience and improve your open rates. From smart formatting to personalization strategies, here’s how to make sure your emails don’t get lost in the shuffle.

1. Craft an Irresistible Subject Line

Your subject line is your first impression and can make or break your open rates. Aim to be engaging, clear, and concise. A good subject line should spark curiosity or convey value without misleading the reader. Avoid vague or generic phrases—get specific about what’s inside the email. Think about what problem you're solving or what benefit you're offering, and put that front and center.

2. Personalize Your Subject Lines

Personalization makes a difference. Using the recipient’s first name or referencing their recent activity or interests helps the email feel more tailored and relevant. This kind of customization builds trust and helps your email stand out. Try pairing personalization with a benefit-focused subject line to increase engagement.

3. Avoid All Caps

While you might feel tempted to shout your excitement, USING ALL CAPS feels aggressive and spammy. Stick with sentence case or title case to maintain professionalism and readability. All caps can also trigger spam filters and make your emails appear less trustworthy. Save emphasis for bold design, not shouting subject lines.

4. Minimize Exclamation Points

One well-placed exclamation point can convey excitement. More than that? It can feel overwhelming or salesy. Aim for a tone that’s enthusiastic but still professional. Remember, punctuation is a tool—use it thoughtfully to support your message.

5. Keep Subject Lines Short

Subject lines with fewer than 50 characters tend to perform better, especially on mobile devices. Focus on delivering a concise, compelling message that doesn’t get cut off. Short subject lines are easier to scan quickly, which is key in busy inboxes. If you need to elaborate, use your preview text to provide context.

6. Test Emojis Wisely

A single, relevant emoji can add personality and visual interest to a subject line. However, overusing emojis can come off as unprofessional or distract from your message. Use emojis sparingly and only when they truly add meaning. Test how they display across different devices and email platforms.

7. Use a Recognizable Sender Name

People are more likely to open emails from senders they recognize and trust. Use your name, your business name, or a combination to make it easy for your audience to identify you. Avoid no-reply email addresses—they discourage engagement and can feel impersonal. A familiar sender name builds credibility and connection, and can keep your email out of the spam box.

8. Optimize for Mobile

With the majority of emails being read on mobile devices, it’s essential to preview how your subject line and preheader text will appear on small screens. Avoid long words or phrases that may get cut off. Also, check formatting to ensure it looks clean and legible on mobile. Mobile optimization improves readability and user experience.

9. Provide Value in the Preview Text

Preview text appears next to or below the subject line in most inboxes. Use this space to expand on your subject and give readers a reason to open. Think of it as your mini pitch—it should tease the benefit or offer inside. A strong preview text complements the subject line and encourages curiosity.

10. Avoid Spam Trigger Words

Certain words and phrases can flag your email as spam and prevent it from reaching inboxes. Words like “Free,” “Act Now,” “Urgent,” and “Limited Time” are commonly filtered. Instead, write in a natural, conversational tone. Test your subject lines through spam filters to catch potential issues.

11. Use a Clear and Specific Call to Action (CTA)

Each email should have a clear purpose and direct CTA. Whether it’s “Download your free guide,” “Register for the workshop,” or “Reply with your thoughts,” tell your reader exactly what to do next. Your CTA should align with your email’s goal and be easy to follow. Make it feel like the next logical step.

12. Segment Your Email List

Not every email needs to go to your entire list. Segment your subscribers based on behavior, interests, or demographics. This way, you can send more relevant messages that resonate and lead to higher engagement. Tailored content increases the chances of conversions and builds stronger relationships.

13. Send Emails at the Right Time

Timing can significantly impact open rates. For most audiences, mid-morning during weekdays (between 10 a.m. and 11 a.m.) works best. However, every audience is different—use your analytics to determine the best time. Consistency and testing will help you refine your schedule. A good rule of thumb for right now is Tuesdays and Thursdays between 10am-1pm.

14. Create a Sense of Urgency

Encouraging readers to act quickly can boost click-through rates. Phrases like “Today only” or “Offer ends at midnight” work best when used sparingly and authentically. False urgency can hurt trust, so make sure your urgency is real. Combine urgency with clear value for best results.

15. Make It Educational or Entertaining

Provide real value. Share tips, tools, tutorials, or inspirational stories that educate or entertain your readers. Valuable content increases loyalty and keeps subscribers looking forward to your emails. Mix in some personality to keep your tone relatable and engaging.

16. A/B Test Subject Lines

Try different versions of your subject lines to see which ones perform better. Use tools that let you test open rates and adjust your strategy based on what resonates with your audience. Testing removes the guesswork and helps you continuously improve. Even small changes can lead to big results.

17. Build a Consistent Email Schedule

Consistency builds trust and anticipation. Whether it’s weekly, bi-weekly, or monthly, send your emails on the same day and time so your audience knows when to expect them. A consistent schedule helps establish your presence in their inbox. Over time, it increases open rates and brand recognition.

18. Re-engage Inactive Subscribers

Not everyone will open every email. For those who haven’t interacted in a while, send a friendly, personalized message like “We miss you! Here’s what’s new.” Give them a reason to reengage without pressuring them. Consider offering an incentive or exclusive update to spark interest.

19. Avoid Overloading with Images

While images can enhance your design, too many can slow down load times or cause your email to be flagged as spam. Balance visuals with text, and always use alt text for accessibility. Choose images that support your message and maintain fast loading speeds. Simplicity often leads to better results.

20. Deliver on Your Promise

Whatever you tease in your subject line must be delivered inside the email. If you promise a free guide, provide it. If you tease a surprise, make sure it’s worthwhile. Consistency builds trust—and trust leads to action. Failing to deliver erodes credibility and damages long-term engagement.

Need Help with Your Email Writing?

If writing subject lines or crafting email content feels overwhelming, you're not alone—and you don’t have to do it by yourself. I help women entrepreneurs create clear, engaging, and strategic email content that gets results. Whether you need help refining your subject lines, mapping out your email sequence, or building a stronger connection with your list, I’m here to support you. Reach out today and let’s get your emails working for your business!