Email marketing is still one of the best ways for small businesses to keep in touch with their audience, build brand loyalty, and drive sales. But here’s the thing, your subscribers’ inboxes are a war zone. Discount codes, launches, “quick questions,” and the occasional dodgy invoice spam all fighting for attention.
So how the heck do you stand out?
You start with a subject line that doesn’t scream “I’m trying way too hard” or “delete me immediately.”
Think of your subject line as your first impression, it’s your email’s face before your reader even clicks. And according to Barilliance, 64% of people decide whether to open or delete an email based purely on the subject line. No pressure or anything.
Let’s walk through the best ways to write subject lines that people can’t help but click. Whether you’re announcing a flash sale, sending a freebie, or sharing a juicy tip, these are the tactics that actually work.
What Even Is Email Marketing?
If you’ve ever sent a newsletter, shared a launch update, or emailed a freebie to your list, congratulations… you’ve done email marketing.
But let’s break it down properly:
Email marketing is how small businesses (like yours) stay in touch with customers, build trust, and drive sales, without constantly relying on social media algorithms or shouting into the Instagram void.
It’s direct.
It’s personal.
And when done right? It totally works.
Email gives you a direct line to your people, the ones who’ve already raised their hand and said, “Yes, I’m into this.” It lets you nurture relationships, share valuable content, promote your offers, and remind your audience that you’re very much open for business.
Think of it like this:
- Your website is your digital shop.
- Your socials are the window display.
- But your emails? That’s where the real connection (and conversion) happens.
So if you’re only showing up in inboxes every now and then, or worse, sending emails that no one opens (oops) you’re leaving money on the table.
So, how can we fix this?
Why are Email Subject Lines so important?
64% of recipients decide to open or delete emails based on subject lines (Barilliance, 2021).
Before we get into the how, let’s talk about the why, because your subject line isn’t just a cute sentence at the top of your email. It’s the make-or-break moment. It’s the first thing your reader sees, and in a split second, they’re deciding: open it or bin it?
Which means if you want your emails to actually get read (and, you know, do their job), your subject line needs to work hard. A good one can boost your open rates, drive clicks, and make your email marketing way more effective. A bad one? Straight to the digital graveyard.
How to Write Subject Lines People Actually Want to Click
Good question.
Now that we know why subject lines matter (like, a lot), it’s time to look at the how. The truth is, writing subject lines that get opened isn’t about trickery or stuffing someone’s name into a sentence and hoping for the best. It’s about understanding what grabs your reader’s attention and what makes them go “ugh, no thanks.”
Whether you’re sending a launch, a weekly tip, or just trying to reconnect with your list after a bit of a ghosting moment (we’ve all been there), these strategies will help you craft subject lines that stop the scroll, get the click, and maybe even get a reply or two.
1. Talk Like a Normal Human
Not a bot. Not an old-school brochure. And definitely not a used car salesman.
Good examples:
- “Need help with your site? I got you.”
- “Oops—I forgot to send this yesterday”
- “Yes, your SEO might be the problem 👀”
Avoid:
- Title case (it screams “This is an ad!”)
- All caps (unless you want to sound like you’re yelling at people)
- Buzzwords like “solutions,” “synergy,” or “crushing it” (please no)
Your subject line should feel like something you’d say in a real convo. No one’s clicking on a robotic or overhyped sentence that sounds like it was built in a spam lab.
2. Keep it Concise + Clear (Mobile Users Will Thank You)
Most people skim their inboxes faster than you can say “unread pile.” And if your subject line gets chopped off halfway, you’ve lost them.
📱 Aim for 4–7 words max
📱 Put the important bit at the start (especially on mobile)
📱 Avoid vagueness like “Check this out” (check what out?!)
Instead, try:
- “3 ways to book dream clients without burning out”
- “Free script: Discovery call intro that doesn’t feel sleazy”
- “Your coaching site might be repelling the right people (oops)”
3. Personalisation: Do It Right (Or Not At All)
Yes, personalised subject lines can increase opens by 50% (Zippia, 2023), but only when done well.
✅ Use it when it adds value:
“Jess, your booking page needs this.”
“Tom, this quiz will change how you see your SEO.”
❌ Don’t just shove in their name:
“Hi [First Name], open this!” ← Nope.
Even better? Reference something specific to them—like a recent opt-in, quiz result, or purchase.
4. Create Urgency (But Don’t Overdo It)
Urgency taps into our beloved human flaw: FOMO. Emails with urgent subject lines can boost open rates by 22%.²
Try these:
- “Only 2 spots left this month”
- “Last chance to grab your SEO audit”
- “Doors close at midnight—don’t miss this”
BUT—don’t cry wolf in every email. If everything is urgent, then nothing is.
5. Ask a Question
Humans are nosy. Give them a question and they’ll want the answer.
Examples:
- “Does your homepage pass the 3-second test?”
- “Why aren’t your emails getting opened?”
- “Is your contact form doing more harm than good?”
Pro tip: Make it about them, not you.
6. Tease, Don’t Tell (Aka Curiosity Triggers)
Want your audience to open that email like it’s the last Lindt ball in the box? Don’t give away the whole plot.
Try these:
- “You won’t believe what fixed this”
- “This changed how I use Kajabi forever”
- “A simple tweak that made my site rank on Google”
Keep it intriguing but honest, clickbait is for YouTubers, not small business owners who value trust.
7. Lead With a Problem (and Promise a Fix)
This one’s from the classic copywriting playbook: Problem → Agitation → Solution (aka PAS formula). Start with the pain point and offer a juicy hint at the fix.
Examples:
- “No one’s booking your offers? Try this.”
- “Still invisible on Google? SEO might be the culprit.”
- “Still manually chasing payments? Let your systems handle it.”
If they recognise the pain, they’re way more likely to click for the cure.
8. Emojis: A Sprinkle, Not a Flood
According to Zippia, 56% of brands who use emojis in subject lines see higher open rates.² Why? Because they pop. They stand out. They add vibe.
But don’t go emoji-bonkers. One or two is plenty.
👍 Do:
“Your tech checklist is ready 🛠️”
“New service alert 🚨 Website in a Week”
👎 Don’t:
“🔥🔥🔥 SALE SALE SALE 🔥🔥🔥”
9. Include a Clear Benefit
Don’t just tease—tell them what’s in it for them.
- “Save 3 hours a week with this setup”
- “How to fix your homepage headline (in 5 minutes)”
- “Boost your email replies with this 1 tip”
Whether it’s time, money, sanity, or something juicy—they want to know what they get by opening.
10. Use Numbers and Stats (Because Brains Love Data)
Emails with numbers in the subject line perform 57% better.² No surprise—our brains love specifics.
Try:
- “7 ways to improve your Kajabi course”
- “3 client wins from this one change”
- “200% more visibility with this SEO tweak”
11. Avoid Spammy Words
Words like “free,” “buy now,” and “guaranteed” are red flags for spam filters. And let’s be honest, they sound kinda desperate.
You’re better than that.
12. Segment and Call Them to Action
A subject line that speaks to everyone is basically a soggy lettuce. Bland and forgettable.
Tailor your message:
- “Coaches: This onboarding email = magic”
- “Course creators—stop ghosting your leads”
And when relevant, include a mini CTA:
- “Download your free checklist”
- “Reserve your place today”
- “Tell me if this sounds like you…”
Final Tips to Make Your Subject Lines Pop:
- Test different styles (questions, numbers, statements)
- A/B test your subject lines to see what actually works
- Pair them with powerful preview text and sender names
- Stay consistent with your brand tone (whether it’s playful, polished, or a bit cheeky)
Subject Line Cheat Sheet
| Strategy | Example |
|---|---|
| Curiosity | “You’ll never guess what fixed this bug” |
| Problem → Solution | “Hate your homepage? Try this fix” |
| Numbers + Stats | “3 SEO tweaks that got me on Page 1” |
| Personalised (properly) | “Kirsty, here’s how to simplify your funnel” |
| Emoji, sparingly | “Client results that made me 😱 (in a good way)” |
| Clear benefit | “Save 5 hours a week with this email template” |
| Call-to-action | “Download your free tech audit checklist” |
| Question | “Do your emails get ignored too?” |
Want to Stop Guessing + Start Converting?
Writing great emails is more than just good grammar and pretty buttons, it starts with a subject line that actually gets your reader to open the damn thing.
From email platform setup to branded templates to subject-line sorcery, we help coaches and small business owners streamline their email marketing without the stress.
Ready to boost engagement and drive sales?
Book your free discovery call and let’s make your emails the MVP of your marketing.
FAQ: Email Subject Lines for Coaches
What makes a good subject line for a coaching email?
A good subject line is clear, specific, and relevant to your audience. For coaches, that might mean addressing a common client pain point, teasing a transformation, or highlighting a quick win (e.g. “Get more dream clients—without social media overwhelm”).
Bonus points if it sounds like something you’d actually say in real life.
Should I use emojis in my subject lines?
Yes but in moderation. A well-placed emoji can help your email stand out in the inbox, but don’t go overboard. Stick to one or two that match the tone of the email and your brand personality. Example:
“Your new lead magnet is ready 🎉”
How long should a subject line be?
Short enough to not get cut off, especially on mobile. Aim for 4–7 words max. But ultimately, it’s not just about length, it’s about whether it’s scroll-stopping. If it gets your point across clearly and grabs attention? You’re good.
Can I reuse subject lines?
You can, but don’t overdo it. If something worked well once (like for a launch or flash freebie), save it and tweak it slightly for future sends. Always keep an eye on your open rates so you’re not sending stuff that’s gone stale.
Should I personalise my subject lines?
Personalisation can work, especially if you’re segmenting your list and sending highly relevant content. But just sticking someone’s name in there won’t magically increase opens. Relevance beats personalisation every time.
How can I tell if my subject lines are working?
Watch your email stats! Look at:
- Open rates (Are people opening the email?)
- Click-through rates (Are they taking action?)
- A/B test results (Try two versions of a subject line and see what performs better)
If you’re not getting the results you want, test a new approach, more curiosity, more specificity, or leading with a pain point.
