Email subject lines for magazine launches: 20 to steal, and what to avoid
2 min read
Your subject line has about a second. These are examples to borrow and bend.
Principles
- Say what's inside. Specifics beat labels.
- Keep it short. Under about 50 characters.
- Make it true. A subject line that overpromises costs trust.
- Use the preview text. It's a second chance to say something.
- Test. Two versions per issue teach you quickly.
Examples
Lead with the most useful article
- The new reporting rules, in plain English
- 5 things to check before 30 June
- How to claim the training rebate
- What the fee change means for you
- A checklist for your next audit
Lead with a member
- How [Name] cut reporting time in half
- [Name] on what she'd do differently
- Three members, one problem, three answers
Lead with the issue
- The Autumn issue: rules, rebates and a new award
- [Magazine] is out: here's what to read first
- Inside: salary survey results and a template
- Your Autumn issue, with one thing to do this week
Use a deadline
- Before 1 July: what to do about [thing]
- Nominations close Friday, and read why
- Last chance: [thing], plus the new issue
Ask a question
- Are you ready for [change]?
- What did you spend on [thing] last year?
- Do you know your obligations under [new rule]?
A personal note
- A note from [Editor]: what's new in this issue
- I read the whole [report] so you don't have to
Preview text pairs
| Subject | Preview |
|---|---|
| The new reporting rules, in plain English | Plus four members who've already switched, and a one-page checklist. |
| How [Name] cut reporting time in half | Two small changes, no new software. |
| Before 1 July: what to do about [thing] | A short guide, with the forms you'll need. |
What to avoid
- "Newsletter" or "Issue 14" as the whole subject line.
- ALL CAPS and lots of exclamation marks.
- Clickbait that the article doesn't deliver.
- Asking for something in the subject line, such as "Please read".
- Spammy words that trigger filters: free, guarantee, act now.
Test
For each issue:
- Write two subject lines.
- Send each to a small, equal part of your list, such as 10% each.
- After a few hours, send the better one to the rest.
Note the result and look back after a few issues. You'll see what your members respond to.
Frequently asked questions
How long should a subject line be?
Aim for under 50 characters so it isn't cut off on a phone.
Should I use emojis?
Only if they suit your members and your usual style. Test, don't assume.
What is preview text?
The snippet shown after the subject line in an inbox. Use it to add a second reason to open.
How do I know which line works best?
Send two versions to small, equal parts of your list and compare opens. Use the better one for the rest.
