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How to Write Email Subject Lines That Get Opened

Writer's picture: Thomas WalkerThomas Walker

Email marketing is one of the most effective tools in a marketer’s arsenal, but it’s only as powerful as your ability to get people to open your messages. That’s where subject lines come in. A great subject line is your foot in the door, enticing readers to click and engage with your content. In 2025, inboxes are more crowded than ever, and capturing attention requires creativity, strategy, and an understanding of your audience. This guide will show you how to craft subject lines that stand out, drive open rates, and set the stage for successful email campaigns.



Understanding What Makes a Great Subject Line

A great subject line is like a headline—it grabs attention and makes the recipient want to learn more. To achieve this, it needs to balance curiosity, clarity, and personalisation.

  • Curiosity: Intrigue your readers without revealing too much. For example, “You won’t believe what we’ve got in store!” sparks interest without giving everything away.

  • Clarity: While curiosity is great, your subject line should still communicate the value of your email. Avoid being cryptic or misleading.

  • Personalisation: Using the recipient’s name or referencing their interests can make your email feel more relevant and increase open rates.

Research also shows that shorter subject lines (50 characters or less) tend to perform better, especially on mobile devices where space is limited.


Types of High-Performing Subject Lines

Certain styles of subject lines consistently perform well across industries. Let’s look at some examples:

1. Urgency and FOMO: Create a sense of urgency to encourage immediate action. Examples:

  • “Ends Tonight: 50% Off Your Favourites!”

  • “Your VIP Access Expires in 3 Hours.”

2. Humour and Creativity: Injecting humour or wit can make your email stand out. Examples:

  • “We’re Not Saying You Need This… But You Do.”

  • “This Sale’s So Hot, We’re Sweating.”

3. Personalisation and Segmentation: Tailor your subject lines to individual preferences or behaviors. Examples:

  • “Sarah, Your Wishlist Is Almost Sold Out!”

  • “Your Free Ebook Is Waiting, John.”

Experimenting with these styles can help you identify what resonates most with your audience.


Tips for Crafting Effective Email Subject Lines

Crafting subject lines that get opened requires a mix of creativity and strategy. Here are some tips to help you hit the mark:

1. Use Action-Oriented Language Start your subject line with a verb or command to inspire action. For example, “Discover the Secret to Better Sleep” is more engaging than “Our Sleep Products.”

2. Leverage Numbers and Data Numbers make subject lines specific and attention-grabbing. Examples:

  • “5 Easy Ways to Save on Your Next Purchase.”

  • “Your Guide to 2025 Trends (in 3 Minutes).”

3. A/B Test Subject Lines Testing different subject lines helps you understand what works best for your audience. Experiment with variations in tone, length, and style to optimize your results.

4. Add a Touch of Mystery Pique curiosity by leaving something to the imagination. For example, “We’ve Got Something Special for You…” makes readers want to know more.

5. Stay Relevant to Your Audience Tie your subject lines to timely events or topics that matter to your readers. For example, during Black Friday, “Your Ultimate Black Friday Deal Is Here!” aligns with their current interests.


Common Mistakes to Avoid in Subject Lines

Even the best subject lines can fall flat if they make these mistakes:

  • Clickbait: Promising something sensational but failing to deliver damages trust. Ensure your email content matches your subject line.

  • Overuse of Emojis or Caps: While a well-placed emoji can add flair, overdoing it can make your email seem unprofessional. Example of overkill: “🔥🔥OMG! DON’T MISS THIS!!!🔥🔥”

  • Vagueness: Subject lines like “Check This Out!” don’t give readers a reason to open the email. Be clear about the value your email offers.

Avoiding these pitfalls ensures your subject lines maintain credibility and professionalism.


How Atlas MKT Can Help You Master Email Marketing

At Atlas MKT, we understand the power of email marketing and the critical role subject lines play in your campaigns’ success. Our team specialises in crafting personalised, high-impact subject lines that increase open rates and drive conversions.

Whether you’re launching a new product, promoting a sale, or nurturing leads, we’ll help you create email campaigns that captivate your audience from the moment they hit the inbox. Ready to elevate your email marketing? Explore our services here.


Conclusion

A compelling subject line is the key to unlocking the full potential of your email marketing campaigns. By focusing on clarity, curiosity, and personalisation—and avoiding common mistakes—you can create subject lines that boost open rates and keep your audience engaged.

Want to take your email marketing to the next level? Partner with Atlas MKT, and let us help you create campaigns that deliver results. The perfect subject line is just the beginning!

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