Subject Line DOs:

• Make a personal connection with your readers. 
• Grab the reader’s attention and interest.
• Deliver a clear, meaningful message about one topic. 
• Grab the reader’s attention and interest.
• Identify the subject or topic. Provide the reader with a preview of what they’ll see in the email. 
• Be relevant and important with a pinch of urgent.
• Be about them. What benefit are you bringing your readers? how are you solving their problem? 

• Tell – not sell!
• Include numbers, stats, metrics.
• Be brief: try not to exceed 50 characters. Almost 80% of emails are read on a smartphone, so brevity is key.
• But not too brief! Your subject should never be only one word. You can’t say anything with one word. And never leave the subject line empty.
• Try sending subject lines with lower case letters. 
• Include an emoji, if you’re an emoji person. {Emails with an emoji in the email subject line tend to have a higher open rate.}
• Be consistent not only in content, but in style. Use only one font and one or two colors.

Subject Line DON’Ts:

• Have multiple or mismatched fonts and colors.
• Use ALL CAPS or exclamation points.
• Include spam trigger words. If you use words like “free,” “money,” “win,” “deal,” you’ll get stuck in spam boxes!
• Readers don’t like messages that make ‘noise without substance’ like this: “Wow! You won’t believe this offer!”
• Words like Help, Percent Off, and Reminder — may not trigger spam filers, but seriously cut down on email open rates and readership.