Email subject lines that actually get opened: tips for small businesses

Your email subject line is the first thing subscribers see, and it often determines whether your email is opened—or ignored. For small businesses, writing compelling subject lines is essential to increase open rates, engagement, and conversions.

Here’s how to craft subject lines that get results.

Why Subject Lines Matter

• High impact: 47% of email recipients decide to open based solely on the subject line

• Increased ROI: Better open rates lead to higher clicks and conversions

• Brand perception: Well-crafted subject lines reflect professionalism and value

Even the best email content won’t perform if the subject line doesn’t grab attention.

Step 1: Keep It Short and Clear

• Aim for 30–50 characters for mobile-friendly display

• Clearly indicate the content or benefit inside the email

• Avoid vague phrases like “Newsletter #5” or “Update from us”

Example:

• Weak: “Monthly Update”

• Strong: “3 Easy Tips to Boost Your Instagram Engagement”

Step 2: Use Curiosity and Value

• Spark interest without being misleading

• Highlight the benefit or solution your email provides

• Use action-oriented words that encourage opening

Example:

• “Double Your Leads With This Simple Trick”

• “Your Free Guide to DIY Branding Photos Inside”

Step 3: Personalize When Possible

• Include the recipient’s first name or location

• Reference past purchases, actions, or interests

• Personalization increases open rates and makes your email feel relevant

Example:

• “Susan, Here’s a Tip to Grow Your Audience”

• “Top Marketing Hacks for Small Businesses in 2026”

Step 4: Test and Analyze

• Try A/B testing different subject lines to see which performs best

• Track open rates, click-throughs, and conversions

• Adjust based on data to continually improve results

Testing helps you understand what resonates with your audience.

Step 5: Avoid Spammy Words and Characters

• Words like “Free,” “Buy Now,” or “Limited Time” can trigger spam filters

• Excessive punctuation (!!!???) reduces credibility

• Use natural language that aligns with your brand tone

A professional, trustworthy subject line increases both open rates and long-term engagement.

Step 6: Align With Email Content

• The subject line should reflect the value inside the email

• Avoid clickbait—disappointed readers may unsubscribe

• Consistency builds trust and encourages future opens

Example:

• Subject: “5 Quick Tips for Social Media Success”

• Email content: Exactly five actionable tips

Conclusion

Writing email subject lines that get opened is both an art and a science. By keeping them short, clear, and benefit-driven, adding curiosity and personalization, testing performance, avoiding spammy language, and aligning with content, small businesses can increase engagement and drive results.

If creating compelling subject lines feels time-consuming, marketing experts can craft, test, and optimize them—saving you time while maximizing opens and clicks.

FAQs

Q: How long should a subject line be?
A: Aim for 30–50 characters to ensure it’s visible on mobile devices.

Q: Does personalization really improve open rates?
A: Yes. Including names, locations, or relevant interests can significantly increase open rates.

Q: Should I ever use emojis in subject lines?
A: Sparingly. Emojis can draw attention, but only if they fit your brand tone and don’t appear spammy.

Q: How often should I test subject lines?
A: Test every email or at least weekly for consistent improvement and insight into your audience preferences.