If there’s one thing that used to drive me absolutely nuts, it was watching my email open rates flatline.
I’d spend hours writing the perfect email, killer copy, a solid offer, beautiful layout. I’d hit send… and nothing. Barely any opens. Zero engagement. A whole lot of silence.
That’s when I learned the hard truth: it doesn’t matter how good your email is if no one opens it.
Here’s what I’ve learned (and honestly wish someone had told me sooner) about crafting subject lines that actually get opened.
Subject Lines Are Headlines, Treat Them That Way
Think of your subject line like a blog post headline or YouTube title. It’s the hook. The promise. The preview of what’s inside. If it doesn’t spark curiosity or offer value, your email’s toast.
What finally clicked for me was this: a subject line doesn’t need to explain the entire email. It just needs to make someone want to know more.
Example that bombed:
“Monthly Newsletter – April 2024”
Yawn. I wouldn’t open that either.
One that killed it?
“This one decision saved me $2,300 last month”
Same email. Wildly different open rate.
Curiosity Is Your Best Friend
People can’t resist a good mystery, it’s basic psychology. The trick is to tease just enough to make them curious, but not so vague it feels spammy.
Some of my best-performing subject lines were weirdly specific, like:
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“You’ll either love this or unsubscribe”
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“I almost didn’t send this…”
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“What I learned from deleting 400 subscribers”
They work because people want to know what’s behind the curtain. Just don’t be clickbaity — if your subject promises something, deliver inside the email.
Personalization Still Works (When It’s Real)
Yes, people know their names are being pulled from a merge field. But personalization goes beyond just slapping someone’s first name at the top.
Try referencing something timely, location-based, or behavior-driven. For example:
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“Still thinking about that planner?”
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“Hey John, your 7-day trial ends today”
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“Here’s what you missed in Dallas this week”
When it feels tailored, it gets attention.
Urgency + FOMO = Higher Opens
I used to avoid “salesy” language. But adding a little urgency can actually help — especially when it’s honest and relevant.
These kinds of subject lines boosted my flash sale open rates by over 40%:
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“Final hours to grab this bonus”
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“You’re about to miss out…”
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“Only 3 spots left (and they’re going fast)”
Pro tip: don’t use urgency every time. Save it for actual time-sensitive offers or people will start ignoring you altogether.
Emojis? Sometimes. Tests? Always.
I used to think emojis were tacky — until I tested them. A little 📦 or 🎯 or 💥 can help your email stand out in a crowded inbox. Just don’t overdo it.
But more important than emojis? Testing. Every audience is different. What works for one list might flop for another. I A/B test subject lines for every big campaign now — even if it’s just a few words difference.
Example:
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A: “Your business plan is due today”
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B: “Still behind on your 2025 plan?”
Subject line B won by a landslide. Why? More conversational. More relatable.
The 5 Subject Line Formulas That Always Work (At Least for Me)
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The Curiosity Hook:
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“Can I be honest about something weird?”
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“You’ll never believe what this client said…”
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The How-To:
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“How to double your list without running ads”
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“How I booked 5 clients from one post”
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The Numbered List:
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“3 mistakes killing your email engagement”
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“7 tools I can’t live without in 2025”
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The Question:
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“Are you still stuck on this?”
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“What’s stopping you from launching?”
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The Direct Benefit:
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“Boost your open rate by 47% (here’s how)”
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“Get your first 100 subscribers in 7 days”
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They’re not revolutionary, but they’re dependable. And when you’re stuck staring at a blank subject line box? Having these go-to structures saves time and sanity.
Final Thought
The subject line is your first — and sometimes only — shot at engagement. If you’re not putting thought into it, you’re wasting your best content on an inbox no one’s clicking.
It took me dozens of bad campaigns and a whole lot of unsubscribes to realize this, but now? I spend just as much time writing my subject lines as I do writing the email itself.
Test often. Write like a human. And remember — curiosity beats cleverness every time.
