min read

Mastering the Art of Subject Lines: Choosing Ones that Convert

Headshot of Brandon Bornancin
Brandon Bornancin
June 2, 2023
Office Worker Formatting An Email Off Her Computer

In the vast landscape of email marketing, subject lines hold immense power. They are the gatekeepers, determining whether recipients will open or ignore your emails. Crafting subject lines that convert is a skill every marketer should strive to master. In this blog post, we'll explore some key strategies and techniques to help you choose subject lines that drive higher open rates, engage your audience, and ultimately boost your conversion rates.

Mastering the Art of Subject Lines: Choosing Ones that Convert

1. Know Your Audience

Before you even think about writing a subject line, take the time to understand your target audience. Analyze their demographics, preferences, and pain points. What motivates them? What language resonates with them? By knowing your audience inside out, you can tailor subject lines to address their specific needs and desires. Personalization is key, as it creates a sense of relevance and connection.

2. Keep It Concise and Clear

In today's fast-paced digital world, attention spans are short. To capture your recipients' interest, your subject lines need to be concise and clear. Aim for brevity, ideally keeping your subject lines under 50 characters. Ensure the message is easily understandable and gets straight to the point. Avoid jargon or overly complex language that might confuse or deter your audience.

3. Create Urgency and FOMO

One effective technique to boost open rates is to create a sense of urgency or Fear Of Missing Out (FOMO). Use action-oriented words and phrases such as "Limited Time Offer," "Last Chance," or "Don't Miss Out." By instilling a sense of urgency, you encourage recipients to take immediate action, increasing the chances of conversions.

4. Spark Curiosity and Intrigue

Humans are naturally curious creatures. You can leverage this innate curiosity by crafting subject lines that pique interest and spark intrigue. Pose intriguing questions, provide teasers, or make bold statements that leave recipients eager to find out more. However, be sure to deliver on the promise within the email content to maintain trust and credibility.

5. Experiment with Personalization and Segmentation

As mentioned earlier, personalization plays a crucial role in subject line effectiveness. Utilize the data you have about your subscribers to personalize subject lines whenever possible. Include their first name, reference their previous interactions or purchase history, or even use dynamic content based on their preferences. Additionally, segmenting your email list allows you to target specific subsets of your audience, enabling you to tailor subject lines to their specific interests and needs.

6. A/B Testing: Your Secret Weapon

A/B testing is an invaluable tool for optimizing subject lines. Split your email list into two groups and send each group a different subject line. Measure the open rates and click-through rates to determine which subject line resonated better. By continuously testing and refining your subject lines, you can identify the strategies that work best for your audience and improve your conversion rates over time.

7. Analyze and Learn from Data

Data is the fuel that drives effective email marketing campaigns. Pay close attention to the analytics and performance metrics of your email campaigns. Identify trends and patterns in subject line performance. What subject lines have consistently led to higher open rates? What types of subject lines have failed to engage your audience? By analyzing this data, you can gain valuable insights that will inform your future subject line choices.


Crafting subject lines that convert is both an art and a science. By understanding your audience, keeping your subject lines concise, creating urgency or curiosity, personalizing and segmenting, A/B testing, and analyzing data, you can continually improve your subject line effectiveness. Remember, subject lines are the gateway to your emails—make them captivating, relevant, and irresistible to increase open rates, engagement, and ultimately, conversions.