They say do not judge an email by its subject line, but let’s be honest: We are always keeping an eye out for the best of the best. The subject line is one of the first impressions your message has on its recipients and can help you improve your opens & clicks.

That is a lot of pressure for a seemingly short line of text.

While there is no secret to the perfect subject line, there’re a few words and phrases that we turn to time & time again to get more eyes on our emails.

Create a sense of urgency

Getting people to take action from your email could be difficult. There is a lot that goes into getting more opens and clicks. Urgency is one of those things that could have a big impact on whether/not your email gets read.

Here’re some examples to get you started:

  1. Back in stock, so do not miss out
  2. It is your *last chance* to shop our sale
  3. 30% off sale ends soon!
  4. Going once, going twice!
  5. Members get first dibs.
  6. We could not wait ‘til Friday!
  7. When it is gone, it is gone.
  8. You might want to hurry…
  9. Limited-time-only present
  10. Available for 24 hours only

Six Types of Subject Lines That Will Support Your Open Rates

Have a strong call-to-action

When it comes down to getting your emails opened, experiential verbs (like “celebrate” & “love”) perform better than functional verbs (like “spend” & “grab”). That’s not to say these words won’t work – it is really all about context.

The thing that everyone can agree on is that if you do not ask, subscribers will not take action. So try throwing some of the high-performing words in your next subject line:

  1. Celebrate with savings!
  2. Act now for friends & family savings!
  3. Three DIY Frame Hacks You Need to Try Now
  4. Trust me, you need this…
  5. Send some. Get some.
  6. Do not Let These Get Away

 Get personal

Personalization. When it is done right, it’s AWesome! But when it is done wrong? It can be borderline creepy. Here’re a few examples of how to do it the right way:

  1. Because you need this…
  2. Participate me in a marg, Olivia?
  3. You deserve a treat
  4. Special delivery for Olivia
  5. The jeans you do not have (yet)

Repeat yourself

Being redundant pays off, especially when it comes to your subject line. That is because it keeps you, the sender, top-of-mind. Being top-of-mind helps build trust, which could lead to more sales. It is a win-win!

Try including your name/your company name in the subject line, à la the brands:

  1. Welcome to the Awayfamily
  2. New & exclusive to Kaufmann Mercantile
  3. The Madewellessentials
  4. Did somebody say new Glossier?
  5. The GiantWeekly Newsletter
  6. New & Exclusive to Sephora

Quick Tips Video: Six Tricks to Help You Create an Engaging Subject Line

We do not mean to brag, but…

Just kidding, we totally do. And that is because adding key superlatives to your subject line could help strengthen your core message & make it more effective.

Just check out the example subject lines to see what I mean:

  1. New favorite dress, hands down
  2. Here is a special treat, just for you!
  3. This is big, amazing, huge, gigantic, incredible…
  4. Our latest styles have just arrived
  5. The PERFECT FB Ad
  6. Best of the blog
  7. A little luxury at a good price

Pose a question

A question is a good way to spark some curiosity around your email, but it is the type of question that matters. Yes/no questions perform better than open-ended questions. And do not forget about sentiment: Questions with a negative association are the worst-performers.

  1. What do you think?
  2. Do you like prizes?
  3. Could you keep a secret?
  4. How could you top this?
  5. Today’s the day! Are you in?
  6. Best gift?
  7. Details, please! Did you like your purchase?

Punctuation & capitalization matter

Punctuation could completely change the tone of your subject line with one simple character. That can impact how your subscribers respond to the message. Even the lack of punctuation could change the gist of your subject, keeping things casual.

Capitalization has the same effect. Take notes.

  1. MAJOR announcement!
  2. Extra 30 percent off sale styles (!)
  3. *permission to brag*
  4. It is giveaway time again…
  5. T.G.I.SAAALE!
  6. We’re melting
  7. Alert! Today only
  8. The winner goes to…
  9. N-E-W
  10. Flash. Sale. Alert.

Try these out for yourself

We are big proponents of trying out tricks and tactics to see what works best. While you cannot predict results by looking at how past subject lines performed, you could use them as a basis for the future iteration.

Try adding some of these words & phrases in your next few subject lines & watch your open rates skyrocket.



  1. I often get pissed off when I get some emails and I don’t click them. Apparently, their subject lines are not catching my attention to read further. If some copywriters and email marketers could read this post, I believe they’ll understand what it means to send emails that would get much clicks.