A great email subject can be the key to better open rates, but mastering the technique of subject line writing can be a challenge. On the hunt for inspiration, we decided to scour through our inboxes and dig out the very best email subject lines of 2019.
In this guide, you'll find 20+ inspiring examples of the best email subject lines from the biggest brands. We've got everything from funny, to creative, to sales based to help you with your next big campaign...
- Intriguing email subject lines
- Funny email subject lines
- Personalised email subject lines
- Sales email subject lines
- Emoji email subject lines
- FOMO email subject lines
- Reengagement email subject lines
Best intriguing email subject lines
Email subjects which are able to evoke curiosity in the reader are always super effective.
Even if you're not too interested in the sender, if the subject line is interesting enough, it's likely that you're going to open the email to find out more.
"These are so ugly"
By: Etsy
Wait... what's ugly? If you're anything like us, this subject line would make you click right away.
In reality, Etsy were just advertising some classic, corny Christmas sweaters, but the use of a bold statement in this subject line certainly managed to raise eyebrows.
"Is the Ouija board dangerous?"
By: Quora Digest
Turning your subject line into a question is a great trick to get better open rates. If the question is interesting enough, the reader will open your email to find out the answer.
Once the recipient has opened your email, you can use creative email copy and great design convince them to click through to your store or website. Easy, right?
"DON'T SCROLL PAST | This ends midnight ?"
By: British Corner Shop
The all-caps strategy used in this subject line by British Corner Shop is definitely an attention grabber. In a crowded inbox, it only takes a second for an email to stand out and make the reader choose to click open.
The term "This ends midnight" is also intriguing, as they deliberately don't give everything away in the subject. This increases the likelihood that the reader will open the email for more details.
"Burning questions & stuff"
By: Really Good Emails
This subject line is smart by using everyday, informal language rather than the typical sales/marketing speak readers are used to seeing in their inbox.
This change in syntax is enough to make the recipient look twice and open the email to find out more.
"Did someone say payday? ?"
By: Boots
This witty subject line is super relatable and mirrors the thoughts of most of us when we get our pay-check. Incorporating the payday theme into your subject line is a smart way to tempt readers into treating themselves after a month of hard work.
Again, the use of a rhetorical question also makes a subject line like this is intriguing to readers. This paired with an irresistible offer or promotion will make your campaign a winner.
Best funny email subject lines
If it fits in with your brand, using humour is another great way to make your email subject stand out from the rest. Some of the best email subject lines we've come across have got a funny side to them...
"Gimme Gimme Gimme a ticket for Mamma Mia!"
By: LOVEtheatre
This subject line is without a doubt corny, but certainly helps put a smile on the reader's face (as well as getting the song stuck in their head!)
A clever email subject such as this one not only grabs the attention of the reader, but also gets them thinking all about the show the email is promoting before they've even chosen to open.
"Alexa: Read this email! ?"
By: Phrasee
We love how creative this example by Phrasee is. A funny, unique subject line automatically triggers the reader to want to open the email - even if they don't know what it's going to be about.
"? The hottest thing on your screen…? ?"
By: Domino's Pizza
This subject line may raise a few eyebrows, but that's exactly what makes it so effective. As well as creating that all important sense of intrigue which makes readers open the email, the tongue in cheek humour is also a great way to gain more attention.
"Still wanted: your opinion"
By: ATG Tickets
This is a great and funny twist on the classic feedback request email. The directness used here is exactly what will make the recipient look twice at an email they'd more than likely otherwise scroll past.
Best personalised email subject lines
What better way to get someone's attention than by using their name? Using personalisation in your email's subject is an easy way to make a regular subject line much more interesting to the reader.
"Grace, how about a hot drink on us?"
By: Subway
Here is another example of how using a question in your email subject helps draw the reader in. This together with the use of personalisation makes the recipient feel special and, in this case, makes the offer seem exclusively tailored to them.
"Grace, autumn flights under £29.99"
By: easyJet
The use of personalisation helps turn a standard sales subject line into something much more eye-catching. If easyJet had simply left their subject line as "Autumn flights under £29.99", it's likely their open rates would have been significantly lower.
Using the customer's first name makes them feel directly spoken to and makes the email appear much more relevant.
"Grace, people with ALS need you now!"
By: The ALS Association
Using personalisation in a charity email campaign is an effective way to encourage recipients to donate more.
Using their first name turns the email into a personalised plea rather than a mass campaign; which could help the reader feel more of a sense of responsibility to donate. P.S. Check out this post for more tips on building charity email campaigns.
Best sales-based email subject lines
If done correctly, a catchy text about your sale or promotion can also become one of the best email subject lines. Including tempting sale keywords and mentioning your impressive discounts are two ways to help your email stand out for the recipient.
"*BIG NEWS* Sale now up to 60% off"
By: Jack Wills
The use of all-caps and asterisks at the beginning of this subject line draws readers in right away. As well as this, mentioning the hefty 60% discount is also bound to turn heads and get customers clicking.
"Celebrating 30 years with 30% OFF for 24 hours only!"
By: Bunches
This promotion is fun and the repetition of 30 immediately makes the subject line more interesting; catching the attention of more recipients. Together with the added time pressure (24 hours only), we'd say Bunches are on to a winner here.
"? Everything is £3 or less? Hurry! ?"
By: 10 Store
There's a lot going on in this email subject line. Mentioning the super low prices in the subject (£3 or less?) is definitely a guaranteed way to draw more readers in. If that wasn't enough, the emojis also help brighten up the recipient's inbox...
Best emoji email subject lines
Everyone loves using an emoji now and again (read: ALL THE TIME ?) If used properly, they can also work wonders for your email subject lines by adding a splash of color to your customers' inboxes.
"? Items to make you smile!"
By: eBay
This subject line may seem simple, but the smiley emoji makes the email jump out at you. This fun emoji might have been all they needed to click on an email they would have otherwise ignored.
"? Open the door to your perfect holiday stay"
By: Booking.com
As shown in this example, emojis can also work well as an illustration for your subject line. A picture speaks a thousand words, so if you can find a suitable emoji to go alongside your email subject line, why not give it a go!?
The door emoji is rarely used and happens to fit super well with the theme of the email; enticing more readers to click.
"2-4-1 = Date Night ❤️"
By: Giraffe
This is a really unique subject line which combines multiple clever elements. For example, Giraffe are able to keep things fun and succinct and by using numbers instead of writing "two for one."
Overall, using the love heart emoji is an instant eye-catcher and fits well with the "date night theme."
"⏳ ENDS TONIGHT - 20% off 20 great brands ⏳"
By: Boots
The egg timer emoji is a classic way of ramping up the time pressure in your subject line. Although the subject would have been pretty effective on its own, the emojis help it go that extra mile to stand out.
Best FOMO email subject lines
Creating a sense of urgency to get your readers to open up your email is one of the oldest tricks in the book. Using this technique plays on people's FOMO (fear of missing out) and uses time pressure to persuade customers to perform a specific action.
"Hurry Grace! Save now with our 3 month membership!"
By: Places Leisure
As well as using personalisation, the use of the words "hurry" and "save now" imply that the deal is only running for a limited time. This makes the reader much more likely to click so that they don't miss out on a great offer.
"Don't forget to claim your FREE month of Sky Cinema"
By: Now TV
Capitalising the word "free" here is an instant eye-catcher, but the main point which draws readers in to this subject line is the use of the phrase "don't forget." This suggests the user only has a limited amount of time to claim the offer before - you guessed it - missing out.
"Have you got your tickets?!"
By: The National Wedding Show
Rhetorical questions can also be effective in creating a sense of urgency. The added exclamation mark at the end of the question makes it seem more urgent, and using the pronoun "you" helps to direct the question straight to the recipient.
"Your discount code expires TOMORROW!"
By: Opodo
This is a good example of how using all-caps can help emphasise time-sensitive language even more. The recipient is instantly drawn to the word "tomorrow" which makes them wonder what is happening the next day. This is the exact kind of intrigue required to get a customer to open your email.
Best reengagement email subject lines
If some of your subscribers may have lost their way, you can use a reengagement campaign to help get them back on track. In order to do so, your subject line has to do the job of convincing them to re-connect with your emails again.
"Aerosmith - still want those tickets?"
By: Ticketmaster
This subject line is a great accompaniment to an abandoned cart email. Sending out emails such as this is a great technique to give customers the chance to pick up their interrupted purchase from where they left off.
The customer, who had recently been looking at Aerosmith tickets, will be quickly drawn in by seeing the band's name in their inbox. This coincidence could be all the inspiration they need to open your email and check over the ticket prices again.
"Grace, don't forget your tickets to Luton Airport"
By: Trainline
This reengagement style subject line also uses personalisation for added effect. Using the customer's first name grabs their attention and ensures they won't miss the important reminder.
"We've missed you! 85% OFF your 1st item"
By: JustFab UK
In this example, the customer is tempted back by the promise of a huge 85% discount. The phrase "we've missed you" is direct and personal and implies the deal is exclusive to the customer, rather than a widespread promotion.
Key Takeaways
These were just a handful of examples of the best email subject lines. Hopefully you've found out a little bit more about the types of subject lines you should be using to improve your open rates.
The best advice we can give is to be creative and discover what works best for you and your business. Remember to also keep track of your open rates and analyse performance whenever you try out a new subject line technique.
Want to get the full effect of your subject line BEFORE you send out your email? Mail Designer 365's inbox optimization tool is a great way for you to experiment with different styles and lengths of email subject:
Use the inbox preview in Mail Designer 365 to test multiple subject line styles.
The live preview lets you view your potential subject line options in an inbox mockup. You can also view your subject at the top of your design to see how it fits in with your overall campaign.
Sign up free to Mail Designer 365 today to discover this and a range of other exciting tools for creating effective email campaigns.
Until next time,
Your Mail Designer 365 Team
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What we love: The offer is made super prominent in the header of the email design. This paired with bright product photos and useful pricing information makes it really effective for shoppers looking for the best deal.
What we love: The deep red theme of this email design is perfect for the romantic occasion. The bold headline also takes centre stage and speaks directly to the reader.
What we love: Using a classic brush font in the header is a great way to illustrate the Valentine's theme. The use of bright pink eye-catchers to draw attention to special offers and promotions is also very effective.
What we love: The giant headline does a great job of capturing the customer's attention. In addition, the red CTA (call-to-action) button contrasts well against the plain white background; making it super clickable.
What we love: Think pink! Even if you don't do much in the build up to the big day, a simple Valentine's Day themed sale can be all you need to celebrate with your customers. The huge love heart is a great eye-catcher and the contrasting CTA buttons work really well.
What we love: This Valentine's Day email campaign stands out thanks to the fun illustrations of hearts and stars. Red and pink accents throughout the design also play well to the Valentine's Day theme and perfectly advertise their seasonal collection.
What we love: The message may be simple, but the design is so sweet. Taking a time out from all the sales-emails sent around a big holiday is a great way to show customers your appreciation. The "Love" headline made up of their charms is also super creative.
What we love: Red roses are a time old symbol of love and romance; making them the perfect feature image for this campaign. The use of red in the headline and call-to-actions also works great in the design.
What we love: This Valentine's Day email campaign by one of the biggest names in the industry definitely turns heads thanks to its bright pink background and love heart design. Including a 
What we love: The black background in this design makes the red and pink accents even more prominent and helps turn up the heat. Again, the use of red roses is perfect for Valentine's Day and providing gift ideas is a great way to help shoppers who may be struggling to choose!
This fun design by Boohoo also adopts a clear cyber theme. The bright pink GIF is great at drawing attention the the message of the campaign and the design as a whole is certainly unique enough to win over customers.
This monochrome design is basically all text but gets straight to the point. Urban Outfitters do a good job here of using contrasting fonts to give their simple design more character.
6. Chicago Tribune
The Chicago Tribune gets super festive with this colorful email design. The fairy lights GIF is a good way to attract attention while also getting readers in the holiday shopping mood.
This email by Jack Wills definitely gets us in the holiday mood. The festive feature image is really effective in recreating the ultimate Christmas morning feeling. The pink striped background also creates a gift wrap effect and fits perfectly with the theme of holiday gift shopping.
Here's a risk that paid off. Although perhaps a little adventurous for some, there's no denying that this loud, colorful email design by 10 Store grabs your attention straight away.
The gold, glittery vibe of this email campaign by Bluefly is super festive and exciting. The combination of black, gold and white works great for a big sales event and the text is big and bold enough to instantly make the message clear.
This campaign by FatFace has a really nice sentiment and makes a change from standard sales emails. Giving back campaigns such as this one are very effective around the holidays. Customers are encouraged to shop in order to put their money towards worthwhile causes.
Mothercare show off their star offers in this stellar email design. The contrast between black and yellow tones make the CTAs (call-to-actions) and eye-catchers really pop in this email. The catalogue layout also makes accessing the deals much easier; which is great on this busy shopping occasion.
As shown here by Odeon, a bold feature font is a nice way of grabbing your readers' attention. The countdown is also a great touch to get customers geared up for your special promotion.
NYX really promote their products with this inventive layout. Hot pink accents make the message hard to miss and the LED effect GIF is both cool and creative. The "today only" tag is also a clever way to generate a sense of urgency.
Aldo keep things pretty simple in this design, but the festive red combined with the cool, textured black background creates a noticeable contrast. Again, they've gone for a mix of font styles to liven up the design even more.
In this campaign, Julep have gone for a slightly different approach. The "early access" sale gets customers shopping before the big day and alluding to surprises at the checkout will certainly boost those click-through rates. We also like the design's balance between images and text to keep things visually interesting yet still informative.
Graze have taken us by storm with this lightning bolt design. This is a great way to stand out from competitors and the color combination also hits the spot.
As shown here by Rent the Runway, sometimes simple does the trick. The bold GIF clearly highlights their 40% off promotion whilst also bringing some fun to the design. The "better hurry" CTA button is also inventive and adds a sense of urgency to the campaign.
Dr. Martens demonstrate yet another drastic color scheme with this vibrant design. The countdown at the top again creates a sense of urgency and big, bold lettering communicates their offer well. It's also smart how they think ahead and include a product preview at the bottom of the email.
Forever 21 sneak an element of mystery into this "Black Friday" themed design. The temptation to click and reveal their discount is too much for many customers to resist. The gold accents also add a festive tone to the design and get customers in the money-spending mood.
In this email, Wolf & Badger proudly showcase their best products to celebrate with their customers. As well as the eye-catching feature graphic, the clear layout also makes the promotion more effective and the deals easier to shop. The Christmas Shop graphic in the bottom of the email also does a good job of getting readers ready for holiday shopping.
This monochrome design by Flannels is super cool. Using only black products in the background of the email is a clever take on the "Black Friday" theme. The font choices are also bold and stylish, and the "Ends Midnight" tagline incorporates that all-important sense of urgency to the campaign.
