Email subject lines – tips for creating the best performing

Tips for Creating the Best Performing Email Subject Lines

Email subject lines are the most important element of your email campaigns; the subject line is what subscribers see in their inbox before opening the email. This determines if they even open your email or not.

Remember that recipients are flooded with tens of emails per day; therefore, clear and catchy subject lines are more important to gain their attention to open the email. 

  1. Keep it short – ensure your subject line doesn’t cut short and keep it under 40 characters or between five to seven words.
  1. Avoid spam trigger words – some spam filters are triggered by specific words in the subject line or the body of the email. 
Top reasons why your emails go in the spam box 

One of the top reasons your emails go to spam is that spam filtering has become more precise. However, the filters aren’t 100% accurate, so sometimes legit emails go to spam too. Here’s the tricky part: Subscriber engagement represents a massive part of email deliverability. That’s because email providers look at the engagement levels and recipient behaviour when determining which emails make it to the inbox. 

1. You don’t have permission to email. The first rule of email marketing is to get permission: you’ll need to collect consent from your sites’ visitors to agree to be contacted with marketing content.

2. Your subject line is misleading. As the CAN-SPAM act states: it is against the law to deliberately mislead someone with your subject line to induce them to view the message. However, the Exposebox email provider is vigilant about keeping the sending reputation intact, and we have stringent procedures and regulations to prevent this type of thing.

3. You didn’t include your physical address. Legally, you must include your valid, physical address. 

4. You didn’t include an ‘Unsubscribe’ link. You can’t send emails without an unsubscribe link, and you must provide your subscribers with a way to opt-out – if you don’t, you could get spam complaints (at best) or fine with thousands of pounds.

5. You used spam trigger words. Some spam filters are triggered by specific words in the subject line or the body of the email. Avoid spam trigger words such as “toll-free”, “dear friend”, “risk-free, “special offer”, etc. 

42 great email subject lines examples

Want to improve your email open rates? Here are some great examples to start with:



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