In the world of digital marketing, your subject line is the gatekeeper. No matter how incredible your offer or how well-designed your newsletter is, it won't matter if your audience doesn't click 'open'. With the average Australian professional receiving dozens of emails daily, mastering the art of the subject line is the single most effective way to improve your ROI.
Prerequisites
Before you start writing, ensure you have:- An email marketing platform (e.g., Mailchimp, Klaviyo, or ActiveCampaign).
- A clear understanding of your target audience.
- A specific goal for your email (e.g., a flash sale, an educational blog post, or a service update).
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Step 1: Keep it Short and Sweet
Most people check their emails on their mobile phones while commuting on the train or waiting for a coffee. This means your subject line will likely be cut off after about 40 characters. What you should see: Open your email platform's 'Campaign Builder'. Look for the 'Subject Line' field. Try to keep your text within the first 5-7 words to ensure the most important information is visible on a smartphone screen.Step 2: Use Personalisation (Beyond Just the Name)
While addressing someone by their first name is a great start, modern personalisation goes deeper. Use data like their last purchase or their location. Pro Tip: Instead of "Special offer for you," try "A special treat for our Brisbane customers." This creates an immediate connection and feels less like a mass-blast.Step 3: Create a Sense of Urgency or Scarcity
Psychologically, we are wired to avoid missing out (FOMO). If your email is about a promotion, make sure the deadline is clear. Example: "Ends at Midnight: 20% off all plumbing services." Warning: Do not overuse this. If every email is an 'urgent' emergency, your audience will eventually tune out.Step 4: Use the 'Curiosity Gap'
Human beings have a natural desire to close 'open loops' in information. Write a subject line that provides enough information to be interesting, but leaves the 'answer' inside the email. Example: "The one thing most Brisbane homeowners forget about their gutters..."Step 5: Optimise Your Preview Text
The preview text (or preheader) is the snippet of text that appears after the subject line in most inboxes. Think of this as your secondary subject line. What you should see: In your email editor, look for a field labelled 'Preview Text' or 'Snippet'. Use this space to support the subject line rather than repeating it. If your subject is "Our Winter Sale is here," your preview text should be "Save up to 40% on all outdoor gear until Sunday."Step 6: Avoid 'Spammy' Trigger Words
To ensure you land in the inbox and not the junk folder, avoid using all-caps, excessive exclamation marks, or words like "FREE," "CASH," or "URGENT" in a way that looks suspicious. Australian ISPs (Internet Service Providers) have strict filters, so keep it professional.Step 7: Use Numbers and Lists
Our brains are attracted to numbers because they represent order and specific expectations. Example: "5 ways to increase your home value" performs significantly better than "How to increase your home value."Step 8: Ask a Compelling Question
Questions engage the reader's brain immediately. A well-placed question makes the reader pause and mentally answer it, which often leads to an open. Example: "Are you making these 3 common tax mistakes?"Step 9: Use Emojis Sparingly
Emojis can add a splash of colour to a monochrome inbox, but they should be used strategically. One relevant emoji can increase open rates, but five will make you look like spam. Pro Tip: Use an emoji that relates to your business. A 🛠️ for a tradesman or a ☕ for a cafe fits the Australian context perfectly.Step 10: A/B Test Your Ideas
Most platforms allow you to send two different subject lines to a small percentage of your list. The 'winner' (the one with more opens) is then sent to the rest of the group. What you should see: Select the 'A/B Test' option when creating your campaign. Enter two different styles—perhaps one that is a question and one that is a direct statement—to see what resonates with your specific audience.Step 11: Be Honest and Avoid Clickbait
There is nothing worse than a subject line that promises something the email doesn't deliver. This is the fastest way to get 'Unsubscribed'. Ensure your subject line is a truthful representation of the content inside.Step 12: Review and Refine
Before hitting send, read your subject line aloud. Does it sound like something a real person would say? If it sounds too much like a 'marketing machine', tweak it to be more conversational.---
Common Mistakes to Avoid
- The 'Wall of Text': Writing a subject line that is 15 words long.
- The Mystery Meat: Being so vague ("Check this out!") that the user has no idea what the email is about.
- Neglecting the ABN/Legal details: In Australia, the Spam Act 2003 requires you to clearly identify yourself and provide a functional unsubscribe link. While this isn't in the subject line, failing to do this will get your emails blocked.
Troubleshooting
- Low Open Rates? If your opens are below 20%, try changing your 'From' name to a real person (e.g., "Sarah from Local Marketing Group") rather than just the business name.
- Emails going to Junk? Check if you are using too many triggers like "$$$" or "100% Guaranteed". Also, check your domain's SPF and DKIM records.
- Subject line looks weird on iPhone? You likely used a special character or emoji that isn't supported. Stick to standard Unicode emojis.