There’s no denying that we live in the busiest online era—so far. With our communications becoming increasingly reliant on the internet, and marketing relocating online, our inboxes have never been more crowded. Essentially, this means that an array of emails are fighting over our attention at all times.

So what separates the emails we open from the ones we don’t?

To answer this question, we need to consider what makes a reader engage with an email, or outright ignore it. 

Yes, we are talking about the subject line. In an era where supply far exceeds demand, emails have about 5 to 10 words to get their message across and intrigue viewers into opening them. 

However, despite the clear importance of subject lines, many marketers fall into the trap of overstressing the body of their email, without making sure that it will even be read in the first place.

Let us take a look at some of the most common pitfalls you need to avoid, to improve your email open rate.

In their attempt to win the “opening game”, many marketers resort to extremes that usually don’t deliver the expected results. Either they try way too hard to stand out, usually meaning employing “clickbait-y” practices that modern readers can spot from a mile away, or they rely too heavily on generic messages that ultimately, give readers no reason to engage any further. 

While there is a delicate balance between overthinking and overlooking your subject line, at the end of the day, clarity and honesty are the way to go.

Your subject line doesn’t need to overpromise or exaggerate. It simply needs to be direct and respect the readers’ time.

As we previously mentioned, in this overcrowded online world, readers have multiple brands and marketers vying for their attention at all times. Naturally, this means that the allocated time for each one is extremely limited, and there is no time to waste. 

However, this is not the only reason why brevity prevails in email marketing, as overly long subject lines get cut off. Providing a fragment of your message to readers is obviously detrimental to your struggle for a metaphorical place in the sun. This is further amplified by the fact that mobile internet access becomes more popular every day. It is estimated that 55% of emails in 2025 will be opened on mobile devices, which provide even more limited space for subject lines.

Therefore, to have a chance to stand out from the crowd, it is crucial that your approach to your subject line is reserved and mobile-friendly.

• Disregarding Visual Tone: Capitalization sends some subliminal messages to the viewer. ALL CAPS look rather aggressive, don't they? On the other hand, too many lowercase letters indicate a lack of effort and polish. Taking a couple of seconds to ensure proper capitalization can make all the difference.

• Inauthentic Personalization: Generic introductions like “dear customer”, feel so impersonal that are easy to ignore. However, leaning too hard in the other direction may feel forced and intrusive to readers. Instead, try to come up with more creative ways to draw their attention.

• Being a Jack of All Trades, Master of None: This is a result of overthinking your message and the ways of conveying it effectively. Many marketers make the mistakes of trying to cram multiple directions into their subject line. You shouldn’t be selling, informing, and inviting all in one email. Choose your core message and finetune it to marketing perfection.

• Getting the Timing Wrong: A successful email is not reliant on its quality and polish–it is just as important to time it effectively. Sending too many emails in a short period of time, or during inappropriate times can have devastating effects on your email campaign. So, make sure to study the statistics you have acquired, as well as relevant studies that have been carried out to find that sweet spot.

• Not Thinking Like a Customer: It is fine to try your hardest to perfect your email crafting techniques, but simply sticking to theoretical best practices, is just not enough. Before hitting “send”, take a second to think like a customer.

“Would I open this email?”

Your honest answer to this simple question, should tell you all you need to know about the state of your email.

Getting your “subject line game” to the next level requires practice, research, craftiness, and above all, empathy. The best way to get your emails opened every time is to put yourself in your target audience’s shoes.

Does your email offer something they need and want?

Does it inform them of this fact efficiently?

Does it respect their time and boundaries?

The more boxes your subject line ticks, the more likely you are to separate yourself from the competition!