How long should a subject line be?
A subject line should usually be fairly short. Many people read their email on their phone, where only part of the text is shown in the inbox. That is why it is good to try to get the most important part in early.
A simple rule of thumb is to aim for about 30 to 60 characters.
Examples of clear subject lines:
- 5 tips for better newsletters
- How to increase your open rate
- New guide to email marketing
- What to think about before you send
How to write better subject lines
1. Be clear about the content
The recipient should quickly understand what the email is about. Vague subject lines risk getting lost in the crowd.
Less good: News from us
Better: 3 tips for better newsletters
2. Spark curiosity, but keep it relevant
It is good if the subject line makes people want to open the email, but it must still feel serious and relevant. Clickbait rarely works in the long run in newsletters.
Examples:
- Are you making this mistake in your newsletters?
- Why fewer people open your sends than you think
3. Use numbers when it fits
Numbers often work well because they make the content more concrete and easy to take in.
Examples:
- 7 tips for better subject lines
- 3 common mistakes in newsletters
4. Adapt to your target audience
If you segment your sends, you can also write more relevant subject lines. That increases the chance that the recipient feels the content is meant for them.
Examples:
- Tips for you who send newsletters in an association
- How small businesses write better subject lines
What should you avoid in a subject line?
Some phrasings can make the email feel unserious or, at worst, increase the risk that it is seen as spam.
Try to avoid:
- too many exclamation marks
- unnecessarily many capital letters
- exaggerated promises
- spam-like words and phrases
Examples of less good subject lines:
- FREE!!! CLICK NOW!!!
- An incredible offer you cannot miss
- You will not believe your eyes
A clear and trustworthy tone almost always works better in the long run, especially if you want to build stronger relationships through email marketing.
How do you know whether the subject line works?
The best way is to follow up on the results in the statistics. Look especially at the open rate and compare different sends over time. Then it becomes easier to see which types of subject lines work best for your particular target audience.
If you want to learn more about how to interpret the results of your sends, you can read the guide How do I interpret my email statistics?.
Test different subject lines over time
There is no perfect subject line that works in every situation. That is why it is wise to test different variants and then follow up on the outcome.
You can, for example, test:
- shorter or longer subject lines
- questions compared with statements
- subject lines with numbers compared with more descriptive phrasings
- a different tone depending on the target audience
If you work in a structured way with your sends, the subject line becomes a natural part of improving your whole email marketing strategy.
Examples of good newsletter subject lines
Here are some examples you can take inspiration from:
- How to write better subject lines in newsletters
- 5 tips that can increase your open rate
- Why recipients do not open your email
- New guide: create better newsletters
- What should a good newsletter contain?
- How to get more people to click in your sends
Out of ideas? Come up with more variants with AI for newsletters
Summary
A good subject line can make a big difference to the results of your newsletters. It should be clear, relevant and interesting enough to make the recipient want to open the email.
The most important thing is to:
- write short and clear
- put the most important part early
- adapt the subject line to the target audience and the content
- follow up on the open rate in the statistics
If you want to get started with your own sends, you can read more about Paloma's newsletter platform. There you can create, send and follow up on newsletters in a simple way.
Frequently asked questions about newsletter subject lines
How long should a subject line be?
A subject line should often be around 30 to 60 characters. Then the most important part has time to show, even on a phone.
What makes a good subject line?
A good subject line is clear, relevant and sparks enough interest to make the recipient want to open the email.
Can you use emojis in subject lines?
Yes, but they should be used carefully. Too many symbols can make the send feel less serious or be seen as spam.
How do you improve the open rate of newsletters?
You can improve the open rate by writing better subject lines, segmenting recipients and following up on the statistics from your sends. Also feel free to read our guide to email marketing for more tips.
