A few thoughts on subject lines

Thanks to Julie for submitting a question for this week’s newsletter topic! Julie was wondering if I had any tips to pass along for writing newsletter subject lines.

As it happens, I do have a few thoughts to share.

Subject Line Basics:

Most email service providers will only show a limited number of characters in the subject line, so it’s best to keep them between 60 and 90 characters.

You want subject lines that are consistent in format, have a specific personality, and clearly identify what the message is about.  

Ideally, after being on your list for a while, your readers will be able to identify the message as being from you based on the subject line. Hopefully, they’ll have a positive association with seeing the subject line because they know it’s likely to contain something good.

For example, my Practitioner Notes newsletter for herbalists and nutritionists uses the following format (no brackets):

[Description of topic] + [teaser for one of my recommendations] [emoji]

Here’s what it looks like:

• My email set-up + review of Upbase 💌

• On notifications + a fancy vocab word 📬

• The second mountain + a few business tools ⛰️

Other people set apart the newsletter subject line by using the newsletter title in brackets or otherwise emphasized, along with the topic of the newsletter.  

• [Trish’s Weekly Recipe] Summertime Veggie Soup 

• On IBS and Peppermint - Nature’s Remedies Clinic Updates

• Wellness Wednesday: Why breathing practices aren’t always the answer

You can create subject line consistency with capitalization, italics, punctuation and/or use of emojis in various combinations.

• ~ weekly gardening news ~ dandelions are in bloom 

• 🌿 Herbal Happenings: June 2024 🌿

• Top 5 Picnic Tips | Nutrition by Kate

Pick a subject line format that feels like you and describes your newsletter clearly, and use that format every time. This will create a feeling of consistency and help your readers recognize your messages.

A controversial take on subject lines

You’ve probably seen articles all about how to write compelling subject lines. You may have even signed up for freebies or read through lists of “50 best subject lines” from renowned copywriters. Some people recommend writing 20 or 50 subject line drafts for each newsletter to get the absolute best ideas.  

While yes, it is helpful to have a subject line that catches the eye, it’s more important to actually send your newsletters and to use a consistent subject line format as suggested above - especially when you’re newer to newsletter writing.

My controversial take is that it doesn’t make sense to spend a ton of time and energy worrying about your subject line when you’re using a newsletter to build a 1:1 practice.

First, if you stress about your subject line too much, it will be an obstacle to sending your newsletter regularly.

Second, if you use clickbait-y subject lines that don’t sound like you, make promises that aren’t kept in the body of your message, or lead people to feel manipulated, your readers will learn to associate your newsletters with a vaguely icky feeling.

We’re going for authentic writing that creates connection, not manipulating people into opening and reading your messages.

So, for now, skip the stress around subject lines. Don’t worry about split-testing or getting crafty. Be consistent, clearly identify what’s in the newsletter, and just keep writing and sending.

Warmly,

Camille