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How to Write Creative Email Subject Lines to Increase ROI

The email subject line is one of the most important parts of your email. It's what determines whether someone will open your email, and it can be the difference between a successful email campaign and one that falls flat.

As per a report by Campaign Monitor, the average total email open rate is 21.5%, with only 2.3% CTR. Shocking, right?

The truth is that low open rates are often the result of ineffective subject lines. Marketers who send email campaigns with dull or irrelevant subject lines can expect to see lower open rates than those who take the time to craft clever and attention-grabbing headlines.

Here is how you can craft a perfect subject for your email campaign.

Keep it short and sweet

Keep your email subject line short and sweet so that your recipients know what your email is about at a glance. A short, descriptive subject line is more likely to get your email opened and read than a long, convoluted one. One good practice is to keep it below 50 characters or less to ensure that they can be read in full when displayed in the recipient's inbox.

Use actionable language

If you want your email to be opened and read, using actionable language is key. For example, avoid muddled or vague subject lines like "Check this out" or "What do you think?" and instead use something that will instantly grab the reader's attention and make them want to know more, such as "You won't believe what happened next!" or "Find out how to get XYZ for free!" By using language that encourages the reader to take action, you'll see your email open rate go up in no time.

Personalize your subject lines

Personalizing your email subject lines is a great way to increase your open rate. For example, if you are emailing a customer about their recent purchase, you could include their name in the subject line. Doing this would let the customer know that the email is relevant to them and increase the chances that they will open it. Additionally, you could include a specific offer or discount in the subject line to further entice the reader to open the email.

Use urgency sparingly

While it's important to encourage people to open your email right away, be careful not to overdo it with urgency. Using too many exclamation points or all caps can come across as desperate and turn people off. Only use urgency when it's truly warranted, and be sure to follow through on the promise in your email.

Use Emojis

Although some people think that emojis are a childish way to communicate, using them in your email marketing can be a great way to increase your open rate. As per a study by Econsultancy adding emojis to your email increase your open rate by up to 60%. Emojis are also eye-catching and stand out from text-only emails. They also help to create a more personal connection with the reader, which can make them more likely to open the email.

Ask a question

If you want to increase your email open rate, one of the best things you can do is to ask a question in your subject line. People are naturally curious, and a question mark will entice them to open your email to see what the answer is. Just make sure that your question is relevant to your email content, or you'll risk losing their interest.

Test, test, test

You've probably heard the phrase, "Don't judge a book by its cover." The same can be said for email subject lines. Just because your email has a clever or interesting subject line doesn't mean it will be successful. To make sure what works best is to test different subject lines and see which one has a higher open rate. A/B testing is a simple and effective way to do this and helps determine the best time to send your emails.


When it comes to writing email subject lines, the most important thing is to be creative. Think outside the box and come up with something that will grab your recipient's attention. By doing this, you'll increase the chances that they'll actually open and read your email, which will in turn lead to a higher ROI.


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