How to Increase Email Open Rates and Click-Throughs

Behold the humble subject line and preheader—the unsung heroes of email marketing. They’re the tiny-but-mighty gatekeepers standing between your email and the unforgiving "Delete" button.

If you’ve ever had an email campaign fall flat, you know the pain of a subject line that didn’t land or a preheader that left readers scrolling right past you. But with a little finesse (and a touch of wit), these first impressions can draw readers in and boost your click-through rates. Let’s get down to the art of crafting subject lines and preheaders that have your subscribers clicking with wild abandon.

 

Craft Subject Lines that Don’t Send People Running

Subject lines are your chance to shine, but you only get 5-8 words, so every syllable counts. Here’s how to achieve that:

• Keep it short, sweet, and punchy: No one wants to read an essay before they’ve even opened the email. Aim for 50 characters or less. Think of it as Twitter in 2011: you only have a few characters, so make them count.

• Create urgency or curiosity: Subject lines like “Today Only: Free Burritos!” (okay, wishful thinking) or “Psst… We’ve Got a Secret” give people FOMO they didn’t know they had. Get them intrigued and itching to click.

• Personalize… but don’t get creepy: Sure, including their name in the subject line makes it feel personal—just don’t go overboard with the details (“Hey, [Name], we know you left work at 5:47 p.m. yesterday!”). Keep it friendly and relatable, and watch open rates rise.

• Use emojis, but no pressure: A strategically placed emoji can make your subject line pop—think of it as adding sprinkles to a cupcake. Just don’t turn it into a party store with a line of emojis that leaves people wondering if they’re opening an email or deciphering code.

Preheaders: The Wingman You Didn’t Know You Needed

If subject lines are the one-liner that hooks, the preheader is the witty comeback that seals the deal. Don’t leave it on autopilot to fill in with “Can’t view this email?” Instead, think of it as a teaser trailer for what’s inside—like that last sentence that makes you go, “Wait, what happens next?”

• Complement the subject line, don’t just echo it: The preheader should add depth, not just repeat what you already said (or worse, leave a default placeholder in there). If the subject line says, “50% Off Today Only,” your preheader could say, “Your favorite picks are waiting.” It’s like peanut butter and jelly—a duo that’s better together.

• Treat it like a mini-CTA: Give them a reason to click with a little sneak peek. A line like “Your favorites, half price for today only” or “Inside: Tips to save more, stress less” keeps them curious.

• Keep it short, but not too cryptic: Aim for around 40-50 characters, or just enough to reel people in without getting chopped off in the inbox.

Testing (a.k.a. the Experimentation that Pays Off)

Your audience is unique, and what works for one email list might flop for another. Testing subject lines and preheaders is the secret sauce to finding out what resonates. A/B test a couple of variations to see which style, length, or humor level gets those opens. Over time, you’ll figure out whether your readers prefer the “tell it like it is” or “keep ‘em guessing” approach.

Subject lines and preheaders are like the storefront display of your email—catchy, inviting, and promising something worth stepping inside to see. With a little humor, a hint of mystery, and a clear call to action, you can get those open rates and click-throughs up. And if all else fails, give us a call. We're here to help.