how-to-write-a-good-subject-line | Pebble Design

How to Write a Good Subject Line for Email Newsletters

1. Keep the subject line straightforward (roughly 30-40 characters is ideal).
“Enjoy a great holiday in Broadbeach with 2 nights accommodation and dinner for two”
“Relaxation for 2 in Broadbeach”
2. If you were the customer, would the subject line be interesting to you? A boring subject line won’t encourage customers to open an email.
“Hotel ABC September Newsletter”
“Handy Travel Tips from Hotel ABC”
3. Avoid overly promotional ‘free’, ‘buy now’, ‘big discount’ type phrases. When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.
“1 FREE night with every booking. Buy Now”
“An Extra Night to Enjoy Melbourne”
4. Avoid spammy symbols (*%!@$), write in easy to understand English and DON’T SHOUT!
“Have Fun with the Kids this Christmas”
5. Localisation keywords can be used to target your customers and improve open rates.
“Stay in the city”
“Stay and Explore Vibrant Sydney”


Good and Bad Examples of Subject Lines for Email Newsletters

It’s really pretty straightforward. Put yourself in your audience’s shoes and think about their needs and interests and give them a reason to open the email. Connect with your audience and don’t sell to them but let them know how they can benefit from opening your email. 

By following these simple tips you’re well on your way to a higher open rate.

For further reading we’ve found this great article on Subjects Lines from one of the leaders in email marketing statistics.


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