The subject line is probably the most important part of your email content. According to statistics from Convince & Convert, 33% of email recipients open email based on subject line alone.

There are a few guidelines to keep in mind when writing a subject line:

  • Be clear and specific. Center the subject line around the topic of the email.
  • Keep it simple – perhaps offering one key takeaway from your message.
  • Create urgency by using phrases like “ends today” or “register now”.
  • Don’t put words in all caps or use excessive punctuation to indicate importance.

Personalization is also a key factor in open and click through rates. It’s easy to include your subscriber’s name and other subscriber data in the subject line or body of the email – so do so liberally.

Typically, email client’s inbox interfaces show about 60 characters on an emails’ subject line. Mobile devices show about 25 to 30. A good rule for subject line length is to keep it around 6 to 8 words, placing any key words at the beginning.


The David K. Burnap Advertising Agency is a full service marketing firm providing a range of marketing services from advertising and branding to media planning, web development and corporate level hosting.


  • in business since 1959
  • currently servicing and supporting clients operating on a regional, national and global basis
  • full service with particular expertise in technology/industrial B2B media planning, complex web development, personalized multi-level email/social campaigns as well as corporate level site and application hosting environments
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