POV: you’re stuck behind bars, but you’re innocent.
You didn’t do a single thing wrong!
…you don’t think, anyway.
You've spent hours crafting the perfect newsletter content. You've shared valuable tips, behind-the-scenes stories, and that special offer you know your subscribers will love.
But here's the thing: none of that matters if your email never makes it to their inbox in the first place.
We're celebrating the one-year anniversary of the Showit newsletter this month, and let me tell you—we've learned A LOT about what makes people actually open emails versus what sends you straight to spam jail.
So, if you're ready to boost those open rates and make sure your carefully crafted content actually gets seen, keep reading!
Why Your Newsletter Subject Line Is Make-or-Break for Your Business
Your subject line is literally the first impression your email makes. It's the difference between someone thinking “ooh, I need to read this right now!” and “delete, delete, delete.”
Think about your own inbox for a second. When you're scrolling through your emails in the morning, what makes you stop and click? It's not the sender name (unless you're obsessed with them), and it's definitely not the preview text that gets cut off.
It's that subject line.
Your subject line needs to work overtime. It has to:
- Grab attention in a crowded inbox
- Give people a reason to care
- Make them curious enough to click
- Avoid spam filters (this is huge!)
- Represent your brand voice authentically
And it needs to do all of that in about 6-8 words, because that's all most people see on mobile.
No pressure, right
The Anatomy of a Subject Line That Gets Opened (And Stays Out of Spam)
Before we dive into our 10 tips, let's talk about what actually happens when you hit “send” on your newsletter.
Your email doesn't just magically appear in someone's inbox. First, it has to pass through spam filters that are looking for red flags. These filters check everything from your sender reputation to specific words and phrases that scream “promotional email.”
Then, if your email makes it to the inbox, it has to compete with the other 121 emails the average person receives DAILY.
Daily. Can you believe that?
This means that your subject line needs to be:
- Spam-filter friendly
- Attention-grabbing
- Relevant to your audience
- True to your brand voice
10 Subject Line Tips That'll Boost Your Open Rates
#1 – Keep it personal (but not creepy)
People open emails from friends. So write your subject lines like you're texting your bestie, not broadcasting to thousands of people.
Instead of: “July Newsletter: Website Tips Inside”
Try: “Well, I learned this website trick the hard way…”
The second one feels like it's coming from a real person who wants to help you avoid their mistake. Much more compelling!
#2 – Create curiosity (without being clickbait-y)
Curiosity is powerful, but there's a fine line between intriguing and annoying. You want people to think “I need to know more” not “ugh, another clickbait subject line.”
Instead of: “You Won't Believe What Happened Next” Try: “The website mistake that cost me $5,000”
The second one creates curiosity while giving enough information to be valuable.
#3 – Use numbers strategically
Numbers work because they set expectations. People know exactly what they're getting into.
Instead of: “Website Design Tips,” Try: “5 website design mistakes I see every week.”
Numbers also help your email feel scannable and actionable.
#4 – Ask questions (but make them count)
Questions can be incredibly engaging, but only if they're questions your audience actually wants answered.
Instead of: “Want more website traffic?” Try: “What's really keeping people from buying?”
The first question is generic. The second hits on a real pain point your audience faces.
#5 – Avoid spam trigger words
Certain words and phrases send emails straight to spam. Here are some to avoid:
- “Free” (especially in all caps)
- “Urgent” or “Act now,”
- Excessive punctuation (!!!!)
- ALL CAPS ANYTHING
- “Money back guarantee”
- “No obligation”
Instead of: “FREE Website Template – Act Now!!!”
Try: “New website template (and it's yours)”
(We’ve also noticed that email providers don’t love emojis, first names, or anything directly related to sale-related content in the subject line.)
#6 – Test the length
Most email clients cut off subject lines after 30-50 characters on mobile. Keep your most important words at the beginning.
Instead of: “Everything you need to know about creating a website that converts visitors into customers” Try: “Website conversion secrets (that actually work)”
#7 – Make it benefit-focused
People don't care about features—they care about what's in it for them. Focus on the outcome they'll get.
Instead of: “Newsletter Issue #47” Try: “How to double your website inquiries”
#8 – Use bracket formatting strategically
Brackets can add context without cluttering up your main message.
Examples:
- “Website design trends [that aren't going anywhere]”
- “My biggest business mistake [and what I learned]”
- “Client spotlight [plus the strategy that got her booked]”
#9 – Match your brand voice
Your subject line should sound like you. If you're fun and casual, don't suddenly get all corporate in your subject lines.
If your brand voice is conversational: “Oops, I almost forgot to tell you this.” If your brand voice is professional: “The strategy behind our best-performing websites”
#10 – Test and track what works
This is the most important tip of all. What works for one audience might not work for another. Test different approaches and pay attention to your open rates.
Most email platforms let you A/B test subject lines. USE this feature!
Try testing:
- Questions vs. statements
- Numbers vs. no numbers
- Short vs. longer subject lines
- Different emotional tones
How to Clean Your List for Better Engagement (And Fewer Spam Complaints)
Here's something most people don't talk about: a smaller, engaged email list will always outperform a huge list of people who don't care.
If people aren't opening your emails, it hurts your sender reputation. Email providers notice when people consistently ignore your emails, and they start sending you to spam.
Clean your list regularly by:
- Removing subscribers who haven't engaged in 6+ months
- Setting up re-engagement campaigns for inactive subscribers
- Making it easy for people to unsubscribe (seriously!)
- Segmenting your list based on interests and engagement
Segment for Better Engagement (And Happier Subscribers)
Not everyone on your list cares about the same things. A wedding photographer's email list might include potential couples, other photographers, and vendors. These groups want totally different content!
Try segmenting by:
- How they joined your list (which lead magnet, website page, etc.)
- Industry or business type
- Engagement level
- Purchase history
- Geographic location
When you send more targeted emails, your open rates go up, your unsubscribe rates go down, and your subscribers actually look forward to hearing from you.
Your Action Plan for Better Subject Lines (Starting Today!)
Ready to put these tips into practice? Here's your game plan:
- Audit your last 10 newsletter subject lines. How many of these tips were you already using? Which ones could you improve?
- Write 3 different subject lines for your next newsletter using different approaches from this list.
- Set up A/B testing in your email platform and test those 3 options.
- Clean your list by removing subscribers who haven't engaged in the last 6 months.
- Create 2-3 segments based on how people joined your list or what they're interested in.
Great subject lines aren't about tricking people into opening your emails. They're about clearly communicating the value you're providing so the right people know they want to read what you've written.
One Last Thing: Don’t Forget Your Sender Name Matters!
If you send a regular newsletter but no one can tell who it's from, people likely won’t care enough to open it, EVEN IF your subject line is awesome.
That’s why our copywriter friend Sara sends her weekly newsletter, Tuesday Table of Contents, as “Sara at BTL Copy” — so people remember who she is, therefore increasing her chances of getting her emails OPENED!
Sending an email from “Sara” is fine, but… do you know how many Saras there are in the world?!
(Enough that “Sara at BTL Copy” has to use her son’s name at a coffee shop just so she doesn’t have to deal with the awkward “oh, wait, sorry, which Sara? I think that’s my actual order…”)
What's Next? Building Your Newsletter Audience
Now that you know how to write subject lines that get opened, you'll want to make sure you have people to send them to!
In our next post, we're diving into how to grow your newsletter from 0 to 1,000 subscribers—including the exact systems and strategies that work best for creative businesses like yours.
