How long should an email subject line be?

Short enough that the key words show on a phone, often around 30 to 50 characters. Put the most important words first.

Should I use emojis in subject lines?

Sparingly, if they fit your brand. Test them; they can help stand out but are not right for every audience.

What subject lines should I avoid?

Misleading subjects, excessive capitals and punctuation, and fake replies such as Re: when there was no conversation.

Email Subject Line Examples: 60+ Ideas for Small Business

Good email subject lines are short, specific and honest about what is inside. Put the most important words first so they show on a phone, make the benefit or news clear, and use curiosity without tricking people. Below are subject line examples by email type that you can adapt.

Rules for writing subject lines

Lead with the point: "Your table is confirmed for Friday".
Be specific: "3 ways to style the slip skirt" beats "Style ideas".
Match the email: misleading subjects hurt trust and deliverability.
Use the preview text as a second line.
Test two versions on bigger sends.

Welcome emails

Welcome to [Business] (your gift is inside)
Here's your 10% code, [First name]
The story behind [Business]
What to expect from us
Not sure where to start? Try these three
Customers love this one first

Abandoned cart

You left something in your bag
Still thinking about the [product]?
Questions about sizing? We can help
Free returns on your [product]
Your cart is about to expire
Last chance: only 2 left in your size

Promotions and launches

You get first access tomorrow
The sale is live: up to 30% off
New in: the [collection] has landed
5 best sellers almost sold out
Ends tonight at midnight
Our birthday gift to you

Newsletters

This month at [Business]
The question we get asked most
3 quick tips for [season]
Meet the person behind your [product]
What we're loving this month
Behind the scenes: how we make [product]

Reminders and bookings

You're booked: [day], [time]
See you tomorrow at [time], [First name]
Need to reschedule? It takes 30 seconds
Time for your check-up
Your next appointment with [stylist]
Your class starts in 2 hours

Post-purchase and reviews

Thank you, [First name]
How to get the most from your [product]
Quick question about your order
How are you finding your [product]?
Running low on [product]?
Customers who bought this also love...

Win-back

It's been a while, [First name]
We miss you (and saved you a seat)
Here's what's new since your last visit
A little something to welcome you back
Should we stop emailing you?
Still want to hear from us?

Avoid

ALL CAPS and multiple exclamation marks.
Fake "Re:" or "Fwd:" prefixes.
Promises the email does not deliver.

For the emails behind these subject lines, see our email marketing playbook and how to write a promotional email.

Email Subject Line Examples for Small Businesses (60+ Ideas by Type)