To write a great email subject line, focus on the first 40 characters. Descriptive and well-written subject lines allow recipients to make an informed decision to get more details or move on, say the researchers at Nielsen Norman Group.
Based on user research with hundreds of emails, these 5 guidelines for subject lines will increase the chance that your message will be one of the few to survive users’ ruthless pruning of their overloaded mail stream.
- Include content in the subject line.
- Front-load the subject line with keywords and limit it to 40 characters.
- Don’t repeat sender information in the subject line.
- Avoid using recipients’ names in the subject line.
- Be cautious with symbols and special characters.
See the full research report.