12 tips for email subject lines that get clicks

A good email subject line grabs your recipients' attention and increases your email open rate. Here are 12 concrete and actionable tips to generate more traffic to your website with a well-crafted email subject line.

Why is the email subject line so important?

47% of recipients decide to open an email based solely on its subject line*. Additionally, Mindbaz reports that 69% of emails marked as spam are due to an inappropriate subject line.

1. Be clear and concise

A subject line that is too long may be truncated, especially on mobile devices. Keep it under 50 characters to make sure your message is impactful.

Example: "A special offer for grandparents until Thursday!"

2. Spark curiosity

Ask a question. Questions naturally create a desire to know the answer. With proper targeting, questions are one of the most effective ways to boost email open rates. Be careful not to use meaningless or uninteresting questions.

Be creative and leverage your audience personas to craft compelling questions. You can also use pain points to make your subject line even more impactful.

Example: "Do you know why 80% of emails go unread?"

3. Personalize your subject line

Emails with a recipient’s name in the subject line have a 22% higher open rate. Personalization increases the chances that your email will feel relevant. If you can also align with a topic of interest, even better—belonging and curiosity will be amplified.

Example: "Julie, we have a sports surprise for you!"

4. Create urgency or exclusivity

Phrases like "Limited-time offer: last chance!" drive immediate action. They tap into the FOMO effect (fear of missing out). Time your emails strategically to boost open rates.

Example: "Only 24 hours left to get 30% off your sneakers!"

5. Use numbers

Numbers are powerful tools that grab attention and provide clarity. Depending on your audience, consider using statistics. Percentages serve as evidence to reinforce credibility.

Example: "5 strategies to double your online sales"

6. Use a relevant quote

Quotes can captivate your audience. Choose quotes from individuals relevant to your audience, such as:

• A successful entrepreneur for business owners,
• Marie Kondo for organization enthusiasts,
• Hugo Clément for those focused on reducing their carbon footprint.

Alternatively, opt for famous quotes if they resonate with your audience.

Example: "Innovation distinguishes a leader from a follower – Steve Jobs"

7. Use a list

This is one of marketers’ favorite techniques. Lists are effective in SEO, copywriting, and all types of content. They structure information and generate curiosity.
They also highlight key takeaways without wasting time. Indicating a list in your email subject line signals efficiency and concrete solutions.

Example: "3 mistakes ruining your email campaigns"

8. Leverage newsjacking: surf on trends

Referencing current events makes your email more relevant. You can approach newsjacking in different ways:

• Use a trending topic your audience has seen in the media (politics, climate, social issues, etc.),
• Leverage seasonal marketing opportunities (Valentine’s Day, holidays, sales, etc.),
• React to an update from a tool or influencer followed by your audience.

Example: "Instagram changes its rules: how to adapt your strategy?"

9. Test and analyze your performance

Run A/B tests to determine which subject lines perform best.
Remember to test only one variable at a time to ensure reliable results.

• Create an email campaign
• Write two compelling subject lines
• Select a small sample of your database
• Divide the sample into two equal parts
• Send version A to one group and version B to the other
• Analyze the results—the better-performing subject line will be sent to the full list

10. Avoid spam trigger words

Avoid terms like "free," "promotion," and "special offer," which can send your email straight to spam filters.

Example ❌: "Check out our free exclusive new arrivals today"

11. Use emojis sparingly

Emojis can draw attention, but overuse can make your email look unprofessional.

Example: "Need a break? ☕ Discover our new coffee flavors."

Use AI to generate high-performing email subject lines

AI tools, like ChatGPT or email marketing platforms, can help create compelling and optimized subject lines. Mindbaz has integrated AI directly into its campaign creation module.
Using specific prompts can generate more engaging and targeted email subject lines.

By applying these tips and testing your email subject lines, you’ll significantly improve open rates and campaign performance.
*Source: Brevo