Pet Copywriter Lori

Email subject lines are the gateway to your email’s success. A well-crafted subject line can entice a reader to click. In fact, if your reader doesn’t click, the entire email is a flop — or worse, it lands in the spam folder. Below, we’ll explore some of the biggest mistakes business owners make with email subject lines and give you actionable solutions so that you can avoid them.

Being Too Vague

The Mistake: Many business owners fall into the trap of crafting vague subject lines that don’t hint at what’s inside the email. It doesn’t make the reader curious enough to open it. Subject lines like “Update from Us” or “Check This Out!” are uninformative and often ignored.

The Fix: Be clear and specific make it exciting. Let the reader know exactly what to expect when they open your email. Instead of “Great Deals Inside,” try “Get 20% Off Your Purchase – Today only.” This specificity not only informs the reader but also creates a sense of urgency and value.

Making Subject Lines Too Long

The Mistake: Overloading subject lines with too much information makes them lengthy and hard to read. Long subject lines are often cut off on mobile devices, which can result in key details getting lost.

The Fix: Keep it concise. Aim for 40-50 characters or around 6-8 words. Use language that gets straight to the point without sacrificing clarity. Instead of “Don’t Miss Out on This Limited-Time Opportunity to Save Big on Our Summer Collection,” try “Save Big—Summer Deals End Soon!”

Using Clickbait or Overhyping

The Mistake: In an attempt to grab attention, some business owners resort to using clickbait subject lines or overhyping their content. Promising something “amazing” or “unbelievable” without delivering can erode trust and result in higher unsubscribe rates.

The Fix: Focus on delivering genuine value. Craft subject lines that are honest and accurately reflect the content of your email. Instead of “You Won’t Believe What We Have for You!” opt for “5 Insider Tips to Boost Your Sales Today.”

Lacking Personalization

The Mistake: Sending out generic emails with one-size-fits-all subject lines can make recipients feel like just another number in your database. This reduces the chance that they’ll open your email, let alone engage with it.

The Fix: Personalize your subject lines. Use the recipient’s name, location, or past purchase behavior to make the email feel more relevant. These small touches can make a significant difference in engagement. Especially if your competition isn’t doing this. 

Skipping A/B Testing

The Mistake: Many business owners don’t take advantage of A/B testing when it comes to email subject lines. Without testing, you’re guessing what will work best for your audience.

The Fix: A/B test your subject lines regularly. Create two versions of your subject line and see which one gets a better response. Over time, you’ll develop a clearer understanding of what resonates with your audience. Test different elements like personalization, length, urgency, or even emojis.

Failing to Create Urgency or Curiosity

The Mistake: Not creating a sense of urgency or curiosity in your subject lines can result in missed opportunities. If your subject line doesn’t give readers a reason to open now, they may ignore it entirely.

The Fix: Use time-sensitive language or questions to draw readers in. Phrases like “Last Chance,” “Don’t Miss Out,” or “Only 24 Hours Left” create urgency. Incorporate curiosity by asking questions like “Are You Making These Common Marketing Mistakes?” or using cliffhangers like “The Secret to Boosting Sales is Inside…”

Pro Tip: While this language will help create urgency you don’t want to use this on every email you send. Otherwise, you risk landing in the spam folder.

Overusing Capital Letters and Symbols

The Mistake: Business owners sometimes use all-caps or excessive symbols like “!!!” or “$$$” to grab attention. These tactics can come off as spammy and may cause your email to be flagged by spam filters. And they don’t help you stand out in your customer’s inbox.

The Fix: Use capitalization and symbols sparingly. Instead of “LIMITED TIME OFFER—OPEN NOW!!!,” go for “Limited-Time Offer: Save 30% Today.” Keep it professional and avoid shouting at your readers.

Ignoring Mobile Users

The Mistake: A subject line that looks great on a desktop might not look the same on a mobile device. Ignoring how your subject lines appear on mobile devices can reduce open rates since more than half of emails are read on phones.

The Fix: Optimize for mobile. Test how your subject lines appear on different devices and email clients. Shorter, concise subject lines work best for mobile screens. If you must go longer, make sure the most important part is at the beginning so it doesn’t get cut off.

Not Conveying Value

The Mistake: Emails that don’t communicate any clear value are often ignored. If the subject line doesn’t show what’s in it for the reader, it won’t encourage them to click.

The Fix: Make sure your subject line answers the question: “What’s in it for me?” Instead of “Our Latest Newsletter,” try “How to Double Your Leads in 30 Days—Here’s How.”

Overusing Emojis

The Mistake: Emojis can add a fun element to subject lines, but overusing them can make your emails look unprofessional or juvenile, especially if they don’t fit your brand’s tone.

The Fix: Use emojis strategically and sparingly. Choose emojis that align with your message and brand, and don’t rely on them to carry the subject line. A simple heart emoji for a Valentine’s Day email or a gift emoji for a special offer can be enough. If you’re unsure, test with and without emojis to see what your audience prefers.

Key Takeaways for Crafting Better Subject Lines

• Be Specific: Avoid vague language—let the reader know what they’re getting.
• Keep It Short: Stick to a concise format that works on all devices.
• Be Honest: Don’t use clickbait; build trust with your audience.
• Test and Learn: Use A/B testing to see what works best for your audience.
• Create Urgency and Value: Make your readers feel they need to open your email now.

By avoiding these common mistakes and focusing on what your audience wants, you’ll increase your email open rates and improve your overall email marketing effectiveness. 

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