Key takeaways
- Clarity usually beats cleverness.
- The subject line and preview text work as a pair.
- Misleading subject lines may lift opens once but damage trust and deliverability.
Principles
- Say what's inside: 'Your funnel map template' beats 'You won't believe this'.
- Lead with the benefit or the topic.
- Keep it short enough to read on a phone.
- Use preview text to add the second half of the message.
- Match your voice so subscribers recognise you.
Patterns worth testing
How to [outcome] (in [timeframe]) The [topic] mistake I see every week [Number] ways to [outcome] Quick question about [topic] Your [resource] is inside [Name], [relevant question]? What I learned from [real experience]
FAQ
Should I use emojis in subject lines?
Sometimes they fit a brand and audience; sometimes they look spammy. Test with your own list rather than following a rule.