Here’s how to write an email subject line that sets the tone and gets people to read

In my ~professional~ opinion, it tends to be the shortest bits of copy that people have the hardest time writing.

A blog post with no character limit? No problem. An email? Sure, that’ll work. But a short subject line that isn’t incredibly boring or too much of a spam fest? That’s the thing that most people get hung up on, no matter how much they do or don’t love to write. 

Whether you have a thriving email list or you just want to send out emails to existing and potential clients that actually get read, writing a subject line is a bit of a science. So, let’s chat about what it takes to write email subject lines for both your marketing list and those cold emails that get people (excited) to read what you have to say. I’ve EVEN included 10 subject lines at the end of this blog to help inspire your next writing frenzy!

How to write exciting & engaging email subject lines for your marketing list and cold email audience.

Make them feel something.

Something. Anything. And what you choose to make them feel will usually be pretty easy, because you can base it on whatever content is within your email.

Before you write that subject line, ask yourself how you want that reader to feel when they see your email pop up in their inbox. Do you want them to see your subject line and laugh? Be confused? Intrigued? Do you want them to do a bit of a gasp, giggle and twirl? 

Think of your subject line as a cute little noticeable flag that’s essentially saying “Pick me! Read me! I know you have a busy inbox, but I’m worth it, I promise!” So, take a moment to consider the emotion you want your reader to feel, and then write based on that emotion.

Never, ever deviate from the actual purpose of the email

Basically, it’s a delicate dance.

DO you want to excite/intrigue/humor/inspire your reader? Yes, yes of course. But you never want to do that dishonestly, either.

There’s nothing quite like getting an email that says, “I’m hurt” (as an example) in its subject line, only for the email to literally say nothing about why the person is hurt, or if they’re even hurt. It’s just weird. Don’t be the weird subject liner.

Now, if that subject line said “I’m hurt” and then the email went on to facetiously discuss why the author is hurt (i.e., you didn’t read their blog because you didn’t know about it yet, etc. etc.), THEN it might be appropriate, depending on the audience type, brand voice, brand personality, and subject matter. 

Just don’t bait and switch, is all I’m saying. Think of your subject line as a tiny and very condensed summary and/or snippet of what the content of the email covers. If you can extract something hilarious, meaningful or enticing from that email to repurpose for your subject line, even better.

When in doubt, use that preview text.

This one pertains to emails you send to your email list. If you use an email marketing provider like Flodesk, you’re able to add both a subject line and a bit of preview text to every email you send out.

Let’s say that you write a super witty subject line that does still pertain to the subject matter in your email, but doesn’t give a whole ‘lot of context. Use that preview text to give a super short summary of what’s inside!

Example subject line: Drop and give (you) 20. 

Example preview text: …20 tips to help you boost your bookings, that is.

Or, let’s say you have an email that has TWO bits of importance to share. Maybe you have a new blog or announcement, and a discount code or sale - use your subject line to cover one of those things, and the preview text to cover the other.

The difference between an email marketing subject line (aka, an email to your list of subscribers), and a cold email subject line.

Okay, it’s important to know that there’s a HUMONGOUS difference between writing a subject line for your list of subscribers, and writing a subject line for a cold email. One includes a group of people who already know you and have expressed interest in what you have to say (they opted in with their own free will, I hope?). The other is an entirely new audience member or reader, hence the fact that they’re considered a cold email, or cold pitch.

Think of email marketing subject lines as fun, creative and a bit of an art form. Think of cold email/cold pitching subject lines as direct and intriguing. 

The goal with your cold email or pitch is to get the person to read your email, and say yes to the offer you have to share. So, I’d recommend keeping it more concise and clear. 

A few cold email subject line ideas: 

• (their brand name ) x (your brand name) 

• (their brand name)’s _________ (insert your specific service or offer, like “brand photography” or “brand design” or “product photos”)

• I just really love (their brand name)

  • This one comes with a caveat: use it only if it matches your brand voice and personality, and if it’ll go over well with their brand personality. 

Don’t take it (or yourself) too seriously.

Now that I just got done telling you to take cold email subject lines way more seriously, I want to completely confuse you by saying that you shouldn’t take yourself too seriously.

We often forget that email communication is much more casual than it once was. We also forget that writing an email can (and should) be the digital equivalent of writing a letter to an acquaintance (cold email), friend (email list) or family member (those really, really great clients you love). So, try to take the pressure off of your shoulders and remember that not all subject lines are created equally, but the beautiful thing about that is that no one even remembers a “bad” subject line for longer than a few minutes, anyways. Just have fun with it, don’t do anything bait-and-switchy, and enjoy your life of email authorship. It’s a good one.

10 subject lines to inspire your next writing frenzy

Email marketing

1. _____ reasons why you should read this ____.

2. Drop what you’re doing and ____.

3. This email includes ________.

4. There’s a discount code in this email!

5. NBD, I’ve just decided to change everything.

Preview text: Where I’ll start, and _____.

6. (Update/subject 1), (Update/subject 2), and (Update/subject 3). Lucky me.

Example: Planes, broken trains, and lots of puppies. Lucky me. 

Cold emailing

7. ⭐ (Their brand name ) x (Your brand name) 

8. ⭐ (Their brand name)’s _________. (insert your specific service or offer, like “brand photography” or “brand design” or “product photos”)

9. I just really love (their brand name)

This one comes with a caveat: use it only if it matches your brand voice and personality, and if it’ll go over well with their brand personality. 

10. Automating (their brand name)’s ________. 

Interested in giving cold emailing a try?

It’s the best and only way to get directly in front of your dream client(s).