Confession: I’ve been having way too much fun writing email subject lines lately.
No “rules”.
No “best practices”.
Definitely no cringe-worthy buzzwords.
Just me, writing how I actually talk: casual, conversational, and occasionally punny.
And it turns out, that’s exactly what works for my readers.
Why email subject lines deserve the spotlight
Over the past few months, I’ve spent many hours writing email sequences. Mapping stories, finessing the flow.
The subject line is always the last thing I write… and the part I love the most.
Which is just as well, because if it’s not at least a 12/10, I’ve poured my heart into emails that’ll never see the light of day.
What really gets people to open your emails?
I’ve tested dozens (okay, hundreds) of subject lines, and here’s what I know for sure:
The best ones – the ones that get clicked – don’t sound “marketing-y” or follow a so-called proven template.
They sound like something a real person would say. They’re funny, weird, or a little unexpected. They make you smile, pause, or think, “I really need to know where this is going.”
Kind of like the title of this blog post. Because blog titles and subjects have the same job. It’s just a different inbox.
If this blog were an email, here’s what probably made you open it
1. You were too curious to ignore it. Did I really test 347 subject lines? (Spoiler: close, but not quite.)
2. You’re a loyal reader who’d click even if the subject line was “Tuesday Thoughts”.
3. You opened the email by mistake, thinking it was the tracking update for that online order you forgot about.
4. Your cat jumped on your keyboard, and now you’re in too deep to back out.
5. You’re avoiding something on your to-do list, and this email felt like a perfectly valid excuse.
6. You opened it to unsubscribe… but you’re still here, so hi.
Whatever your reason – you clicked. And the’s the whole point. Email subject lines (and blog titles) matter more than we think. Because here we are, having a grand old time.
Subject line mistakes even smart people make
While there’s no perfect formula for writing great subject lines, there are a few ways to get it very, very wrong.
Here are some truly awful email subject lines (the type that almost guarantee a delete):
“Monthly Newsletter – February Edition” (Riveting stuff)
“Big announcement!” (For who? Why should I care?)
“Quick question” (Spoiler: it’s never quick)
“Important business update” (So vague, so dull)
“Maximise engagement with these strategies” (Corporate robot vibes)
“Exclusive offer just for you” (And thousands of others)
“How to achieve success” (Feels like an oversell)
“Are you ready to take the next step?” (I wasn’t even on the first step)
“Act fast before it’s too late!” (Fear-mongering 101)
The takeaway?
If it sounds like spam or a corporate memo, it’s not getting opened.
Want people to click your emails? Try something like this
These are real-world examples of subject lines that people couldn’t resist (including a few of mine, with their open rates noted):
“Try to avoid these 27 people on New Year’s Eve”
“A warning to anyone who taps their card”
“What to do when your marketing feels like Groundhog Day” (58%)
“I didn’t realise architecture was so dangerous”
“End of year funk?” (58%)
“This email won’t land me a single client” (59%)
“Colourful things for colourful homes”
“DO NOT commit these Instagram atrocities”
“3 testimonials that sounded great – but backfired” (61%)
“Is word-of-mouth keeping you busy with the WRONG clients?” (68%)
“Are you smarter than a 10-year-old?”
What do they all have in common?
They feel human. They spark real curiosity. And they don’t take themselves too seriously.
Before you hit send on your next email, ask yourself this
Give your subject line the “would I open this?” test:
- Would this catch my eye in a crowded inbox?
- Does it sound like something I’d actually say out loud?
- Is it quirky enough to make someone want to read more?
Your emails don’t have to be perfect, but they do have to get opened.
And if you can make someone curious, smile, or stop scrolling for a second, you’re already doing better than most.
If you’ve got emails going out but the results are underwhelming (or you’re keen to add email into the mix), that’s what I help with in Marketing Momentum.
Over six personalised sessions, we’ll build on what’s already working and create a simple approach that plays to your natural marketing strengths. Together, we’ll focus on what matters most so your marketing feels easier, more consistent, and actually leads somewhere.
