How to Write Email Subject Lines That Get Opened: A Guide for Authors
by Kate Huff @KateOliviaHuff
You have half a second to convince someone to open your email. That's it. The good news is that learning to write email subject lines that actually get opened isn't about being a marketing genius. It's about sounding like a friend, not a salesperson.
Think about your own inbox. Do you open every email that slides in? Is there one that causes you to open it quicker than the others?
The sender is probably one reason to open. But I would argue that the subject line is a huge motivator in someone opening an email.
Your subject line isn't a headline. It's a knock on the door.
Readers don't expect to be impressed when they look at their inbox. They are deciding if they want to delete or open them. So, your goal isn't to be clever, it's to connect with the reader and give them a reason to open the email.
TIP: Write your subject line last, after you know what's in the email.
Three things that make a subject line work.
- 1. Be specific, not vague. "My newsletter" tells them nothing. "The scene I almost cut (and why I didn't)" makes someone curious. Specific subject lines signal to your reader that something worth their time is inside. Vague ones get deleted.
- 2. Sound like yourself. If you wouldn't say it out loud to a reader friend, don't put it in the subject line. Your readers signed up because they like you. A subject line that sounds like a corporate marketing email is a missed connection. When in doubt, read it out loud. If it sounds stiff, rewrite it.
- 3. Short subject lines win. Most inboxes cut off after 40-50 characters. Front-load what matters most. That means your most compelling word or phrase goes first, not last. Don't bury the good stuff.
Don't Forget Your Preview Text
Preview text is the short line of copy that appears right after your subject line in someone's inbox. Most readers see both before they decide to open. Think of your subject line as the knock on the door and your preview text as the voice on the other side saying "you're going to want to see this."
A good subject line and preview text work together. If your subject line creates curiosity, your preview text can deepen it. If your subject line makes a promise, your preview text can back it up. Most email platforms give you a dedicated field for it. Use it every single time.
Before & After Makeovers
Sometimes it helps to see examples, so here are a few with why they work. These aren't hypothetical — they're the kind of swaps I make regularly for clients, and the difference in opens can be dramatic.
- 1. August Newsletter → The book that changed how I write villains. Why this works: it adds an element of intrigue. What book is it? Now someone opens your email to see what book you're talking about versus just getting an update on your month.
- 2. New Blog Post! → I made a newbie writer mistake last week (here's what happened) Why this works: You are telling someone what to expect in the post and offering vulnerability at the same time. Being real is attractive and people want to read more.
- 3. Kate's Update → A behind-the-scenes look at chapter one. Why this works: This moves from generic to giving away something. People love free stuff and always love the backstory.
A Common Mistake Authors Make: Announcements versus Invitations
Readers want to be invited into something. They don't want you to push something at them. Think about it this way. Announcements push out and invitations pull in. You want to pull your reader in, not push them out!
Here's a real-world example: "October Newsletter" is an announcement. "The writing advice that made me start over from scratch" is an invitation. Same email, completely different energy and a completely different open rate.
QUICK TIP: Add "and here's why it matters to you" mentally at the end of your subject line. If it doesn't make sense, rewrite it.
A Simple Formula to Use When You Get Stuck
After writing your whole newsletter, sometimes it's hard to condense into one brilliant statement that will generate a lot of opens. Here are a few formula type options to get you thinking:
- [Relatable moment] + [unexpected twist or result]
- "I almost [did/said/wrote X] and I'm so glad I didn't"
- "The [thing] that surprised me about [topic your readers care about]"
I'll be honest here. This is where the "machines that shall remain nameless" really help. You can drop a section or two in and ask for a couple of subject line options (don't forget to ask for preview text!) It's really good at pulling options for you and then you can adapt them to fit your voice.
At the end of the day, the best subject lines sound like you, not a marketing department. And you already know your readers. Trust yourself and put it in the subject line!
What's a great subject line you've used that got a great response? Share it in the comments!
TWEETABLE
Kate Huff is a storyteller at heart and loves finding Gospel elements in all stories, especially fairytales. She believes fairytales that explain the Gospel in clear and captivating ways have the power to change the world, one person at a time. Her first manuscript is currently with an agent, and she’s working on her second fiction novel along with a few non-fiction projects.
Kate works as a freelance content writer and newsletter specialist. She has over twenty years of experience crafting content, specifically newsletters, across diverse sectors, including non-profits, sales, and fundraising. She helps authors and entrepreneurs create compelling newsletters that connect with their audiences and offers tailored content creation services, as well as training on how to build newsletters and grow subscriber bases.
You can find her at WWW.KATEOLIVIAHUFF.COM or on most socials as @kateoliviahuff. Sign up for Newsletters Made Simple for Authors at HTTPS://REBRAND.LY/NEWSLETTERS-MADE-SIMPLEfor simple tips to take your newsletter from good to great!
Great information Kate! Thanks for sharing!
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