They say don’t judge an email by its subject line, but let’s be honest: We’re always keeping an eye out for the best of the best. After all, the subject line is one of the first impressions your message has on its recipients and can help you improve your opens and clicks.

That’s a lot of pressure for a seemingly short line of text.

While there is no secret to the perfect subject line, there are a few words and phrases that we turn to time and time again to get more eyes on our emails. To add some bling to your subject lines , check out these tips and tricks you can use today.

Create a sense of urgency

Stop everything and read this.

Got you, didn’t it? Getting people to take action from your email can be difficult. There’s a lot that goes into getting more opens and clicks. Urgency is one of those things that can have a big impact on whether or not your email gets read.

Here are some examples to get you started:

1. Back in stock, so don’t miss out

2. This is your *last chance* to shop our sale

3. Tick, tock! 30% off sale ends soon!

4. Going once, going twice!

5. Members get first dibs.

6. We couldn’t wait ‘til Friday!

7. When it’s gone, it’s gone.

8. You might want to hurry

9. A little (limited-time-only) present

10. Available for 24 hours only

Have a strong call-to-action

When it comes down to getting your emails opened, experiential verbs (like “celebrate” and “love”) perform better than functional verbs (like “spend” and “grab”). That’s not to say these words won’t work – it’s really all about context.

The thing that everyone can agree on is that if you don’t ask, subscribers won’t take action. So try throwing some of these high-performing words in your next subject line:

11. Celebrate with savings!

12. Act now for friends and family savings!

13. 3 DIY Frame Hacks You Need to Try Now

14. Trust me, you need this

15. send some. get some.

16. Don’t Let These Get Away

Get personal

Personalization. When it’s done right, it’s AWesome! But when it’s done wrong? It can be borderline creepy. Here are a few examples of how to do it the right way:

17. Because you need this…

18. Join me for a marg, Olivia?

19. You deserve a treat

20. Special delivery for Olivia

21. The jeans you don’t have (yet)

Repeat yourself

Being redundant pays off, especially when it comes to your subject line. That’s because it keeps you, the sender, top-of-mind. And being top-of-mind helps build trust, which can lead to more sales. It’s a win-win!

Try including your name or your company name in the subject line, à la these brands:

22. Welcome to the Away family

23. New and exclusive to Kaufmann Mercantile

24. The Madewell essentials

25. Did somebody say new Glossier?

26. The Giant Weekly Newsletter

27. New and Exclusive to Sephora

We don’t mean to brag, but…

Just kidding, we totally do. And that’s because adding key superlatives to your subject line can help strengthen your core message and make it more effective.

Just check out these example subject lines to see what I mean:

28. new favorite dress, hands down

29. Here’s a special treat, just for you!

30. This is big, huge, gigantic, amazing, incredible

31. Our latest styles have just arrived

32. The PERFECT Facebook Ad

33. Best of the blog

34. A little luxury at a great price

Pose a question

A question is a great way to spark some curiosity around your email, but it’s the type of question that matters. Yes or no questions perform better than open-ended questions. And don’t forget about sentiment: Questions with a negative association (like don’t or can’t) are the worst-performers.

35. What do you think?

36. Do you like prizes?

37. Can you keep a secret?

38. How could you top this?

39. Today’s the day! Are you in?

40. Best gift ever?

41. Details, please! Did you like your purchase?

Punctuation and capitalization matter

Punctuation can completely change the tone of your subject line with one simple character. And that can impact how your subscribers respond to your message. Even the lack of punctuation can change the gist of your subject, keeping things casual.

Capitalization also has the same effect. Take notes.

42. MAJOR announcement!

43. Extra 30% off sale styles (!)

44. *permission to brag*

45. It’s giveaway time again


47. we’re melting

48. alert! today only

49. And the winner goes to

50. N-E-W

51. Flash. Sale. Alert.

Try these out for yourself

We’re big proponents of trying out tricks and tactics to see what works best. While you can’t predict results by looking at how past subject lines performed, you can use them as a basis for future iteration.

Try adding some of these words and phrases in your next few subject lines and watch your open rates skyrocket.

Have a tried-and-true subject line trick of your own? Let us know in the comments!