A subject line is the first thing subscribers see when your email lands in their inbox. They can use it to judge whether an email is worth opening. After registration with SendPulse, you're welcome to use instruments that will boost your open rate.

The SendPulse marketer in this video suggests 10 best practices for creating strong subject lines that make subscribers want to open your emails.

Tips for Effective Subject Lines

  1. Personalize Your Subject Line
  2. Keep It Short
  3. Have a Balance Between the Subject Line and Preheader
  4. Fill in the Sender's Field Correctly
  5. Make it Intriguing
  6. Ask Questions
  7. Use Numbers
  8. Create a Sense of Urgency
  9. Use Split-testing
  10. Use emoji

Personalize Your Subject Line

Marketers have found that emails with personalized subject lines are 26% more likely to be opened. Why? A person's name is the sweetest sound for everyone. Fortunately, email marketing is constantly developing and a user's name is not the only variable for personalization, it depends on your creativity. If you want to personalize your email campaign, but don't have all the necessary data, SendPulse offers a great solution — smart personalization.

Personalized subject line

Keep It Short

More than 40% of newsletter subscribers open emails on their mobile devices first. That’s why it’s better to make the subject line short, so it isn't cut off automatically. Besides, not all the users tend to read them up to the end, moreover, if it does not grab attention. Make the first words the most powerful and informative.

Short subject line

Have a Balance Between the Subject Line and Preheader

Don’t forget about the preheader text that is displayed near the subject line. It’s like a preview of your email content explained in several words. Don't make it the same as the subject line.

Accompany your subject line with a preheader

Fill in the Sender's Field Correctly

  1. If you address your email from yourself, then enter your first and last name. 

  2. If you address your email from a company, then enter the name of the company.Sender's field

Make it Intriguing

People are curious, and secrets and mysteries will arouse the most interest.

Intriguing subject line

Ask Questions

Questions in the subject line will make the recipient feel genuine personal communication from you. They will answer it or find the answer in your email.

Question in a subject line

Use Numbers

We like numbers because they provide us with something concrete, not abstract information. Numbers give us a better idea about a new topic.

Numbers in a subject line

Create a Sense of Urgency

Urgency is a great trick played by all the marketers during sales, discounts, especially on Black Friday. Due to the sense of urgency, many people make impulse purchases. 

 Sense of urgency in a subject line

Use Split-testing

If you are choosing between several interesting subject lines or you're not sure whether it is appropriate to use some elements in your subject line (like a GIF, emoji, new fonts), create an A/B test. It will help you to discover the best practices for specific segments of your mailing list. Read here how to create and send an A/B test in SendPulse.

Use emoji

Do you remember the last time you smiled after reading a subject line? emoji will not only make your subscribers smile but make your email more pleasant and friendly. Emoji appeal to emotions and this greatly benefits marketers. Read our article to discover the reasons why you should use emoji. You can add emoji to your emails in our service.

Emoji in a subject lineEmoji in a subject line

There are more methods to create an original subject line. Use humor, special values — like a free download of an e-book, some stylistic devices — rhyme, alliteration, metaphors. Be creative in your choice and do testing!

To learn more about personalization in subject lines, read this article.

Remember, you can always test all your crazy ideas to see what sticks!

Increase subscriber engagement!

SendPulse allows you to craft personalized subject lines and A/B test them to increase your email open rates. 

Register and create an email campaign!

SendPulse instruments for high-performing subject lines

We offer several professional instruments to increase your subject line performance totally for free.

Personalization and Smart Personalization

These instruments involve inserting personal information about subscribers into a subject line, for example, name, gender and location. This makes an email relevant for each recipient and increases their engagement.

Smart personalization is useful when you don't have the same information about all of your subscribers, for example, their name. In this case, you can specify the text for those users. Thus, every subscriber receives a personalized message.


This is a form of research that helps determine the most effective variant of the element being tested. Create different versions and test each one to see which one performs better.

Our free pricing plan will help you enjoy all the benefits of email marketing. Have less than 2500 subscribers? Send 15,000 emails for free every month!


  1. The article "How to Write Catchy Email Subject Lines: 19 Tips" on HubSpot blog suggests proven techniques on how to create high-performing subject lines.
  2. The article "164 Best Email Subject Lines to Boost Your Email Open Rates (2019)" on OptinMonster blog offers tips for different types of subject lines.
  3. The article "How to write an excellent email subject line" on Business Insider offers 18 tips to create excellent subject lines.
  4. The article "Digital Marketer’s 101 Best Email Subject Lines of 2018 (…And 7 Top-Notch Subject Lines Pulled from the Vault)" on Digital Marketer blog offers tips to create a subject line and provides examples.

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