What Makes a Good Email Subject Line?
The most effective subject lines are brief and contain a reason for the user to open the message. Keep the recipient in mind and know what you want from them. If the message requires action, include it in the subject line. For example:
Computer support neededRSVP requested for company retreatPlease review attached monthly report
If the action associated with your message entails a date or deadline, include it in the email subject as well:
Computer support needed ASAPRSVP requested for company retreat - respond by October 15Please review attached monthly report by Friday
Be brief but include enough detail for the recipient to know what the email is about. It’s okay to skip unnecessary articles, adjectives, and adverbs to keep the word count down. Studies recommend limiting the total number of characters in a subject line to between 30 and 50. If we apply these rules to our subject lines above, we get very concise phrases:
Computer support needed ASAP (30 characters including spaces)RSVP by October 15 for company retreat (40 characters including spaces)Review attached report by Friday (34 characters including spaces)
Using a question as the email subject can draw a reader in:
Are you attending the company retreat?
Sometimes a directive works well:
Join us at the Miami retreat!
You can imply scarcity to get recipients to act:
Only 5 tickets left for Miami retreat
Or try tempting them with a list:
The 5 sessions you won’t want to miss in Miami
Don’t tackle more than one topic in a subject line. If your email includes multiple subjects, send multiple messages. That way, one topic won’t get lost in a thread about a different one.
