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You’ve spent hours drafting, writing, and editing your newsletter, but the open rate comes back low. The problem may not be your content—it’s likely your subject line.

A clear and honest subject line encourages readers to open, while a vague or misleading one pushes them away, possibly causing readers to mistrust you.

This guide will show you how to write email subject lines that get opened—without relying on the temptation of clickbait.

Why Subject Lines Matter

Did you know that up to 64% of readers decide to open an email based only on the subject line? If your subject line communicates value and relevance, your email has a much higher chance of being read. If it’s unclear, too long, or overhyped, readers are less likely to open it.

Effective subject lines grab attention, set expectations, and encourage engagement. They also avoid spam filters.

The Problem with Clickbait

Clickbait uses exaggeration or misleading wording to get attention. Here are some examples:
“You won’t believe what happened next!”
“This trick will change everything forever!”

These subject lines may earn clicks once, but they reduce trust over time. For Christian writers, businesses, coaches, and nonprofits, trust and integrity matter more than short-term results.

As Ephesians 4:25 says:

“Therefore each of you must put off falsehood and speak truthfully to your neighbor, for we are all members of one body.”

Email Subject Line Tips That Work

Here are some subject line strategies for emails that get opened consistently:

  • Keep them short: Aim for 40 characters or fewer.
  • Make them clear: Readers should know what’s inside the email.
  • Use strong verbs: Words like learn, discover, improve, download work well.
  • Add curiosity carefully: Tease useful information without exaggeration.
  • Personalize when possible: Use names or details when relevant, but sparingly.
  • Hook readers immediately: Use an interesting stat, compelling words, or a relatable phrase.
  • Include something fun: Emojis, song lyrics, rhymes, and alliteration are great ways to attract a reader’s attention.
  • Write like a human: Even if your brand tone is more serious, people respond more often when you use a conversational tone (i.e., “you’re” instead of “you are”).
  • Ask a question: Asking readers a question engages them immediately because they enter an instant dialogue. Try: “Having a rough day?” or “Are you making these mistakes too?”
  • Try FOMO: Humans have a deep fear of missing out (FOMO). Adding a sense of urgency to your email subject line will encourage readers to open immediately. They don’t want to miss that amazing deal! Try: “This is your last change to try…” or “Only 1 day left to get…”
  • Look at your own inbox: Pay attention to the types of emails you open the most. Copy their subject lines, but tweak them to fit your brand tone.
  • Be specific: Give the reader something they can expect, even if there’s a little bit of mystery in there.

Email Subject Line Mistakes to Avoid

Even with the best intentions, it’s easy to write subject lines that lower open rates instead of boosting them. Certain approaches come across as vague, overwhelming, or even misleading. To keep your emails clear and trustworthy, watch out for these common subject line mistakes:

  • Being vague (“Update for you”).
  • Using too much urgency (“Act NOW!!!”).
  • Using too much punctuation (Take 30% off right now!!!!!!!!!!!!!!!!!!!!!!).
  • Writing in all caps or overusing emojis.
  • Making promises the email does not deliver.
  • Using spam traps, such as weird spacing and special fonts.
  • Using spam trigger words like make $, click here, 100% free, earn extra cash, and other clickbait terms.
  • Making the subject line too long (average email subject lines are around 40 characters long).
  • Using RE or FW (they trick readers into thinking the email is part of a converations, which is confusing and leaves a negative impression).
  • Not proofreading (typos, mispelled words, and misplaced punctuation looks unprofessional and can make a bad first impression).

Final Thoughts

Subject lines are one of the most important parts of your email strategy. They directly affect whether your audience engages with your message or ignores it.

By writing email subject lines that get opened—short, clear, and truthful—you’ll build stronger connections, increase trust, and help your content get the attention it deserves.

Action step: Review your last three email subject lines. Rewrite them using the tips in this post, keeping them short, clear, and value-driven.

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