Writing Email Subject Lines That People Actually Want to Open

For many small business owners, email marketing can feel like shouting into the void, especially when your open rate is lacking. And nine times out of ten, the issue starts (and ends) with your subject line.

The good news is you don’t need a degree in copywriting to write subject lines that actually get clicks. You just need to sound like a human, speak to your reader and know a few tricks.

The Subject Line Struggle

Most inboxes are full of promos, updates, newsletters and “quick questions.” Your subject line is your one chance to stand out. But that doesn’t mean it needs to be clever or packed with emojis.

The best subject lines are often the simplest.

Think about what makes you open an email: Is it clarity? Relevance? Curiosity? It’s probably all three.

What Actually Works (and Why)

While it’s tempting to use a joke or an irresistible teaser, most people are skim reading. If your subject line makes them pause for too long, they’ll skip it entirely.

Instead, make it obvious what they’ll get. Whether that’s a tip, a story, a shortcut, a laugh, give them something that feels useful or interesting, ideally both.

Subject lines that tend to perform well:

• Offer something helpful: “3 ways to make August less chaotic”

• Create curiosity: “The mistake I made with my last launch…”

• Feel personal: “A quick note from me (and a thank you)”

• Include a hook: “Free checklist: Is your website summer-ready?”

  
  

Bonus tip: Mobile-first thinking is key. Most people check emails on their phone, so keep your subject line skimmable.

The Lines to Avoid

Subject lines can go wrong in a few ways; Too vague and no one opens it, too salesy and you’re in the spam folder, too dramatic and people feel tricked.

A few red flags to steer clear of:

• “Open this!!!” – This screams scam, not small biz.

• “Just checking in…” – About what? Why now?

• “You won’t believe this!” – Unless you’re genuinely sharing wild news, maybe don’t do this.

  
  

A Little Structure Helps

If you’re staring at a blank subject line box, try this:

• Start with the value: What’s in it for your reader?

• Add a hint of personality: Use your tone of voice. Write how you speak.

• Keep it tight: If it doesn’t fit in the inbox preview, trim the excess.

  
  

If you’re stuck, go back through old emails you’ve opened and see what drew you in. There’s no shame in a bit of recycling.

Real Talk: Email is Personal

Unlike social media, email feels personal. It’s a direct line into someone’s day, so treat it with care. A subject line that sounds like it came from a real person will always beat something that sounds like a mass-mailer.

You don’t need to shout. You just need to show up with something that matters to your reader.

One great subject line can be the difference between being unopened forever and sparking a new customer relationship.

Final Thoughts

Email doesn’t have to be hard. If you’re already having great conversations with your clients and customers, and your subject line is just the doorbell.

At KopyKat, we help small businesses perform better, and that includes over email…

Drop us a message, or book a call with us!