How To Write Clear Headlines And Email Subject Lines

A headline or subject line should tell the reader what is inside and why it is relevant. Start with the topic or offer, then make the line specific enough to check against the content.

Start With The Reader's Purpose

Ask what the person wants when they see the line. To learn something, solve a problem, save time or decide whether to buy? A line that matches the purpose reads as relevant.

Pick A Pattern

Common patterns include a direct promise of what the reader gets, a question about their problem, a specific number, and a plain statement of the topic. A hypothetical example for a bookkeeping newsletter: "Three receipts to keep before tax season" is more concrete than "Tax tips".

Be Specific And Honest

Keep specific lines accurate to the content. Avoid promises the page or email does not support. Keep the line accurate to what is inside.

Fit The Channel

A subject line may be cut off on a phone, so put the key words first. A page headline has more room but should still say what the page is. Ad copy often needs shorter lines.

Write Many, Then Choose

Write ten versions before choosing. Vary the emphasis while keeping the same facts. Read them aloud and pick the one you would click.

Test

When you can, split a suitable subscriber sample between two subject lines while keeping the content and timing comparable. Choose the success measure in advance, such as relevant clicks or completed actions. Open rates can be distorted by privacy features, and small differences may be noise; do not declare a winner from those alone.

If You Want A Bank To Start From

When you want a line to start from, The Headline And Subject Line Bank has 300 headlines and subject lines sorted by purpose, each with a note on why it works. Pick one close to yours and adapt it, keeping the promise accurate to your content.