A good email subject line tells the reader what's inside and why it's worth opening, in about as few words as possible, with the most important words first. Here are 57 examples sorted by email type, and how to test your own.
Swap in your product and be honest about the offer: a subject line that promises something the email doesn't deliver earns you one open and possibly one spam complaint. Pair each one with preview text that adds something new.
What makes a subject line work?
- Say the point up front: Phones can cut long subject lines short, so put the important words first.
- Be specific: "20% off boots until Sunday" beats "Our biggest sale."
- Sound like a person: If you wouldn't say it to a customer, don't type it. Skip the ALL CAPS and the !!!
- Tell the truth: No fake "Re:" or "Your order" on a promotion. CAN-SPAM forbids deceptive subject lines, and customers remember.
- Use personalization when it helps: A first name is fine now and then. Naming the product they bought is usually stronger.
Sale and promotion subject lines
- 20% off everything through Sunday
- Your favorites, 25% off until midnight
- The sale ends tonight
- Free shipping on every order this week
- Buy one, get one on all socks
- Our only sale this season
- Last chance: 30% off the Trail Pack
- Early access for you: sale starts now
- Spend $50, get a free gift
- Final hours: your code expires at 11 pm
New product subject lines
- New: the Trail Pack in forest green
- Meet the lightest bag we've ever made
- You asked, we made it: larger sizes
- Just landed: fall colors
- First look at our new collection
- Small batch, just released
- It took us two years to make this
- Your new everyday bag is here
Welcome subject lines
- Welcome! Here's your 10% off
- You're in. Here's what happens next
- Thanks for joining us, {first name}
- Start here: our three best sellers
- A quick hello from our founder
- What to expect from us
For the whole sequence, see the welcome email series guide.
Abandoned cart and browse subject lines
- You left something behind
- Still thinking it over?
- Your cart is saved
- The Trail Pack is still waiting
- Questions about your order?
- Need a hand choosing?
- A little something to help you decide
- Last reminder about your cart
More: abandoned cart emails and browse abandonment emails.
After-purchase subject lines
- Thanks for your order, {first name}
- Your order is on its way
- How to get the most from your Trail Pack
- How's it going so far?
- Running low? Reorder in a tap
- Goes well with your new bag
- How did we do?
- Here's what customers pair it with
Win-back and re-engagement subject lines
- A lot has changed since your last order
- We saved you a little something
- Remember your Trail Pack?
- Too many emails from us?
- Should we keep in touch?
- Did you miss these?
- One last email, unless you say otherwise
Newsletter and holiday subject lines
- 3 trails worth the drive this month
- What we learned packing for 30 days
- Gift ideas under $50
- Order by Dec 15 for holiday delivery
- The gift guide: chosen by our team
- Inside our workshop this week
- Your Black Friday plan, in one email
- Happy birthday, {first name}: a gift inside
- The last day to order for delivery by the 24th
- Our summer reading list
Only send the holiday lines if the dates and offers are real for your store. For more on the season, see the Black Friday email and SMS checklist.
Do emoji help in subject lines?
Sometimes. They can stand out in a crowded inbox, and they can look cheap, depending on your brand and readers. Use at most one, don't rely on it to carry meaning (some devices show them differently), and test it against your plain version.
How do you test subject lines?
- Test one change at a time, such as discount in the subject or not.
- Judge by clicks and orders. Apple Mail Privacy Protection inflates opens, so opens alone can mislead.
- Use a big enough audience, and let the test run long enough to reach people in other time zones.
- Write down what you learned. One win is a data point; a pattern is a strategy.
Our email A/B testing guide goes deeper.
Writing and testing subject lines in SmartyTap
SmartyTap's campaigns can A/B test subject lines and send the winner to the rest automatically, and the docs explain the options. Use merge tags such as {{ profile.first_name }} for personal touches. Launched campaign emails stay editable too: what's been delivered stays delivered, and "Update scheduled sends" moves anything still waiting to your new version.
Frequently asked questions
How long should an email subject line be?
Short enough that the point survives on a phone, where long lines get cut. There's no perfect number, so keep the key words in the first few words.
What are good email subject lines for sales?
Name the offer and the deadline, such as "20% off everything through Sunday." Being specific usually beats hype words, and any urgency should be real.
Should I use a first name in the subject line?
Sometimes. Overusing it makes it fade, so save it for moments that feel personal and make sure your fallback reads well when a name is missing.
How do I test email subject lines?
Run an A/B test on one change, with a large enough group, and judge the result by clicks and orders. Opens alone are unreliable because of Apple Mail Privacy Protection.
Written by
Claire Mitchell
Lifecycle Marketing Writer, Chargezen
Claire Mitchell writes about lifecycle marketing, customer engagement, and the growing role of AI in customer retention. She explores how businesses use email, SMS, messaging platforms, and behavioral data to deliver more relevant customer experiences throughout the customer journey. Her coverage focuses on marketing automation, intelligent segmentation, personalized campaigns, and the strategies that help brands increase repeat purchases and customer lifetime value.
