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Last updated: October 29, 2026
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60 Email Subject Lines That Get Clicks (2027 Examples)
A good email subject line tells the reader what's inside and why it's worth opening, in a few words that fit on a phone screen. The most reliable approaches are clear benefits, specific numbers, a personal or curious angle, and honest urgency when there's a real deadline. Below are 60 original examples grouped by email type, 10 rules for writing your own, and how to test them in tools like MailerLite, Kit and Mailchimp.
- Many inboxes show only the first 30 to 50 characters on mobile.
- Pair the subject line with a preheader that adds information.
- Specific beats vague: "3 ways to cut your shipping costs" beats "News from us".
- Avoid misleading subjects; they hurt trust and may break CAN-SPAM rules.
- Test with A/B splits and judge winners on clicks rather than opens.
10 rules for writing subject lines
- Say what's inside. Clarity usually beats cleverness.
- Keep it short. Put the important words first.
- Use specific numbers and details.
- Write for one reader, in a natural voice.
- Use the preheader to complete the thought.
- Create curiosity only if the email delivers on it.
- Use urgency only for real deadlines.
- Personalize when it adds meaning, such as a recent purchase or topic.
- Avoid all caps, many exclamation marks and spammy phrases.
- Test, and keep a file of your winners.
Welcome email subject lines
- You're in. Here's what to expect
- Welcome to [brand]: start here
- Your [guide] is ready
- Thanks for joining, [name]
- Here's your 10% code, as promised
- The 3 things new subscribers read first
- Let's get you set up in 5 minutes
- A quick hello (and a small gift)
- Your first step with [product]
- Glad you're here. One question for you
Newsletter subject lines
11. The pricing mistake most freelancers make 12. 5 tools I used this month (and one I dropped) 13. What we learned from 100 customer calls 14. This week: shorter meetings, faster replies 15. One idea to try before Friday 16. The checklist I wish I had last year 17. Your October roundup: 4 quick wins 18. Why we changed our onboarding 19. Steal this email template 20. The question readers asked most this month
See newsletter ideas and how to write a newsletter.
Sale and promotion subject lines
21. 20% off everything until Sunday 22. Our winter sale starts now 23. Last day: free shipping on all orders 24. Members get early access today 25. The bundle customers asked for is here 26. Back in stock: [product] 27. Your exclusive offer ends at midnight 28. New arrivals picked for you 29. Buy one, give one this week 30. A thank-you discount for our regulars
Only use deadlines that are true.
Abandoned cart subject lines
31. You left something in your cart 32. Still thinking about [product]? 33. Your cart is saved 34. Questions about your order? 35. Here's what other customers asked about [product]
See abandoned cart email.
Follow-up and sales subject lines
36. Following up on our call 37. Quick question about [company] 38. Next steps for [project] 39. The proposal you asked for 40. Is this still a priority? 41. An idea for your [goal] 42. [Mutual contact] suggested I reach out 43. Notes from today's meeting
Event and webinar subject lines
44. You're registered: [webinar name] 45. Starting in 1 hour: join here 46. The recording you asked for 47. Save your seat: [topic] on [date] 48. 3 takeaways from yesterday's session
Re-engagement subject lines
49. Do you still want our emails? 50. We miss you (and we've made changes) 51. Should we stay in touch? 52. Here's what you missed 53. One click to stay subscribed
See email list cleaning.
Transactional and update subject lines
54. Your order is on its way 55. Your receipt from [brand] 56. Your subscription renews on [date] 57. Your password was changed 58. Your account summary for October 59. Action needed: update your payment method 60. Your booking is confirmed
Subject line and preheader pairs
| Subject line | Preheader |
|---|---|
| Your guide is ready | Plus the one chapter most readers start with |
| 20% off until Sunday | Everything in the store, including new arrivals |
| Do you still want our emails? | One click keeps you subscribed |
| Following up on our call | Three options and a suggested next step |
How to test subject lines
- Choose one variable, such as a question versus a statement.
- Send two versions to small, random parts of your list.
- Send the winner to the rest after a set time.
- Judge by clicks or conversions, since privacy features inflate opens.
- Repeat over several campaigns before drawing conclusions.
| Tool | A/B test subject lines | Free plan | Entry paid price |
|---|---|---|---|
| MailerLite | Yes, on paid plans | 250 subscribers | Comfort from $12/month |
| Kit | Subject line A/B tests | Up to 10,000 subscribers | Creator $33/month at 1,000 subscribers (annual) |
| Mailchimp | A/B tests on paid plans | 250 contacts | Essentials $13/month (12-month intro offer) |
| Brevo | A/B tests on paid plans | 300 emails/day | Starter from about $9/month |
| ActiveCampaign | Split tests in campaigns and automations | No | Starter about $15/month at 1,000 contacts (annual) |
Features vary by plan; check the vendor's comparison page. See best email marketing software for small business.
Start Kit free → Test subject lines on your newsletter · Affiliate link
Words and habits to avoid
- ALL CAPS and strings of exclamation marks.
- "Re:" or "Fwd:" on emails that aren't replies.
- Promises the email doesn't keep.
- Generic subjects like "Newsletter #24".
- Too many emojis; one can help, several look like spam.
Common mistakes
- Writing the subject line last, in a rush.
- Using the same subject line style every time.
- Ignoring the preheader.
- False urgency.
- Judging success only by open rates.
Building a swipe file
Keep a simple spreadsheet of every subject line you send with its click rate and conversions. After a few months, patterns appear: perhaps numbers work for your audience, or questions outperform statements. Use that data, not general advice, to guide future subject lines.
Subject lines for different audiences
Business readers often respond to clarity and usefulness, such as "Your Q3 report template". Consumer audiences may respond to curiosity, offers and personality. Creators can be more personal and conversational. Your own test results are the best guide to what your audience prefers.
Our verdict
Strong subject lines are clear, specific and honest. Say what's inside, keep it short, pair it with a useful preheader and test regularly, judging winners by clicks. Use the 60 examples above as starting points and keep a swipe file of what works for your list.
How we compiled this guide
All subject lines are original examples written for this guide. Testing features come from official pricing and feature pages checked October 30, 2026.
FAQ
How long should an email subject line be?
Short enough that the key words show on mobile; put the important words in the first 30 to 40 characters.
Do emojis in subject lines help?
Sometimes; test them, and use one at most.
Should I personalize subject lines with names?
It can help, but relevance matters more than a first name.
What words trigger spam filters?
Filters look at many signals; misleading subjects, all caps and spammy content hurt more than single words.
How do I test subject lines?
Run an A/B test on part of your list and judge the winner by clicks.
What is a preheader?
The preview text shown after the subject line in many inboxes.
Should subject lines be written in title case?
Either works; sentence case often feels more personal. Test both with your audience.
Can I reuse a subject line?
Yes, for recurring emails like monthly roundups, but vary promotional subject lines so they don't feel repetitive.
How many subject lines should I write before choosing?
Write five to ten options quickly, pick the two strongest and test them against each other on part of your list.
Sources
Original examples; FTC guidance on the CAN-SPAM Act; official pricing pages of MailerLite, Kit, Mailchimp, Brevo and ActiveCampaign, checked October 30, 2026.