Effectiveness of email marketing is measured through its open and response rates. An effective subject line plays the key role in making your subscribers open and read your emails.

Econsultancy columnist Nikki Gilliland has shared four tips to help marketers come out with an outstanding email subject line.

Gilliland says, “Here’s a bit of insight into the research, along with a few examples of brands displaying best practice.


Most tend to agree that personalisation is an effective marketing tool. Econsultancy’s Email Census found that marketers who are proficient in personalisation are more than twice as likely to rate their overall email campaign performance as ‘excellent’ or ‘good’ than marketers who are not.

The research by Yes Lifecycle Marketing backs this up with further proof of success. It found that emails which included personalisation in their subject lines significantly outperformed those that didn’t, with these emails generating 50% higher open rates, 58% higher click-to-open rates, and double the unique click rates”.

Four factors that can impact the success of email subject lines

Econsultancy Blog

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