The Do’s and Don’ts of Email Subject Lines

Written by eTargetMedia

Email marketing is one of the best ways to reach your target audience. But like most marketing methods, it’s constantly evolving. What worked yesterday might not work today, especially when it comes to something as important as subject lines. So how do you capture the attention of your target audience with the subject line? Here’s a look at what doesn’t and does work for email subject lines right now.

Don’t create a regular subject line. It’s time to get creative with your subject lines because basic lines don’t cut it anymore and might even end up in the spam folder. An email subject line shouldn’t be confusing or a mystery. It shouldn’t be vague. It also shouldn’t be too long because it will bore the reader. Write brief, clear, and unique subject lines. If nothing else, ask a question you know they want the answer to. Finally, make sure to check the content for grammar and spelling. Even the best subject line can get lost in translation or dismissed due to mistakes in grammar and spelling.

Do include #hashtags. The very best subject lines have the power to engage prospects even if they don’t open the email. Including a hashtag in the subject line is an example of how you can deliver a call to action if the email doesn’t get opened. It’s important to note, however, that sometimes a hashtag will prompt activity on social networks, an end result that you might be satisfied with.


eTargetMedia offers direct and interactive marketing services, including targeted email lists, postal lists, email append and creative services.