Four quick tips to double email open rates in 10 minutes

Executive overview

Most email marketers invest time in content but ignore the subject line — the one element that determines whether the email is opened or marked as spam. 69% of recipients mark emails as spam based on the subject line alone; 33% open emails because of a catchy one.

A well-crafted subject line, not better content, is the highest-leverage fix in email marketing.

Four subject line tips

1. Keep it short. 82% of marketers use subject lines under 60 characters. Shorter lines with a curiosity hook outperform longer ones.
2. Run A/B tests — and use the data. Most marketers test A vs B, pick the winner, then move on. Use the results to identify patterns your audience responds to and apply them to future emails.
3. Lead with the value. Convey excitement or urgency in the subject line itself. Eight out of 10 people read the subject line; only two out of 10 read the body — don't save the hook for inside.
4. Avoid emojis. Emails with emojis in the subject line generate more unsubscribes and read as unprofessional.

Additional tactic

• Personalisation (inserting the recipient's name in the subject line) has a measurable positive impact on open rates.