Soapbox Engage Blog

Did you know that more than 293 billion consumer and business emails were sent per day? Some analysts say that number will surpass 347 billion by 2023 (and some of us probably feel like we delete about that many every week).

About 3.8 billion people use email regularly, making it one of the best (and most cost-effective) ways to fundraise online. In 2017, emails drove about 28% of all online revenue, but the response rate to fundraising emails is under 1%.

Of course, those statistics are skewed by national and global organizations that send millions of emails regularly. Still, it's more important than ever to make your email stand out in the crowded inboxes.

One of the easiest ways to improve your open rate is to write an excellent subject line! There are plenty of ways to go about this, and the options are only limited by your own creativity.

We rounded up some tips, tricks, and best practices for writing fantastic email subject lines that will surely spice up your response rates.

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People decide whether to read an email based on the subject line

Think about what you do with the poorly marked letters that you receive in your mailbox. If it looks like there's a chance it contains some relevant content, you might take the time to open it. But, for the most part, unless it's from a sender that you know and trust (or a bill), you probably just throw all the junk mail in the trash without even opening it.

The same is true with email inboxes. We all have our own way of triaging our inboxes to decide which of the hundreds of emails are worth reading. Most people decide whether to click and open an email based on the subject line, preview text, and sender line.

69% of email recipients decide whether an email is a spam based entirely on the subject line. On the other hand, 47% of email recipients decide whether to read an email based on the subject line alone. Don't get overwhelmed! This is good news because it means you can improve your open rates just by writing compelling email subject lines!

How to write effective email subject lines in 7 easy steps

Writing an effective subject line is a little bit of art, a little bit of science, and a dash of magic. The good news is it doesn't have to be rocket science.

1) Actually write a subject line

This step is a little controversial. Some studies show that emails with no subject lines have a slightly higher open rate. Still, experts and analysts recommend actually writing a subject line. At the very least, having a subject line prevents your email from getting lost, and you avoid irritating your readers by causing them to open the email to find out what's inside.

2) Short and simple is usually better

There are different "magic lengths" for subject lines, depending on who you ask. The typical inbox format reveals about 60 characters of a subject line. A smartphone shows about 30 characters.

Many industry experts agree that 8 to 10 words and fewer than 50 characters is a safe length for email subject lines. More people than ever are reading and responding to emails on mobile devices, so it's critical to keep things short and straightforward.

We don't want to get in the weeds here, but there is extensive ongoing research about writing effective subject lines (after all, millions of dollars may be on the line). Some studies suggest that subject line length has minimal impact on email open rates.

The bottom line is, even the experts haven't quite cracked the code on the ideal subject line length. Short and simple is usually better, but don't be afraid to try new things and see what works for your audience. Don't let character counts stifle your creativity, but don't get too carried away.

3) Communicate what's inside

Your readers want to know what's inside and what's in it for them. The subject line should tell your readers exactly what is in your email so they can prioritize when to read it without having to open it.

Whether you are sending an email newsletter, fundraising newsletter, or any other email update, identify the most compelling and valuable content for your subject line.

Where relevant, include an element of time. For example, when you send a year-end fundraising email, reference the last date to make a tax-deductible donation. If you are advertising your next charity event, consider adding the last day to purchase tickets to your subject line.

Another way to communicate what's inside is to offer a value proposition (how the reader will benefit from opening your email). This works exceptionally well if your organization is running a matching gift campaign, selling tickets to an event, or preparing to host an activity. Email subject lines like, "We'll match that! Give by December 31, and every dollar will be matched!" or "Register for the Donut Dash! Prices go up April 2!"

4) Personalize it

We never really understood the monogramming fad, but we are big fans of personalized email subject lines! People are 22.2% more likely to read emails with their names in the subject line. What does that mean? Emails with a personalized subject line have an average 18.3% open rate, compared to a 15.7% open rate for emails with generic subject lines.

Those numbers might seem small, but in the battle for the inbox, that difference might be worth thousands or hundreds of thousands of dollars, depending on the nonprofit.

5) Use helpful keywords for searching and filtering

If you're like us, you've endured the frustration of searching your inbox for an email you opened then decided to read or reference later. Write email subject lines that will be easy to find if your reader has to use the search function.

Additionally, many professionals use filters and folders to manage their inboxes. They probably won't read your email intently (or at all) when they first see it. Including a keyword related to your organization or the topic of your email will make it easier to find later.

6) Drop these elements to boost your open rates

Email etiquette evolves over time. Some practices are outdated and unnecessary.

For example, it's not necessary to include an issue or volume number in y our email updates. This practice is probably a holdover from the old days when organizations sent paper newsletters via snail mail. It's not necessary to include this information in your email or digital updates unless your organization uses that information internally. You should move it to a discrete place in the body of the email. It doesn't belong in the subject line.

Another thing you can drop from the subject line is the name of your organization. As long as your nonprofit's name appears in the "From" line, it's not necessary to include it in the subject line.

Leave out the special characters in your subject lines. They don't generally improve open rates, and they have been known to trigger SPAM filters. Some organizations and businesses recently started adding emojis and other symbols to their subject lines. Because this is a new trend, there is very little research on its effectiveness. Before you go about adding smiley face emojis, you should decide whether that matches the culture and "personality" of your organization and proceed accordingly.

Stay away from email subject lines that use all capital letters. There's really no reason to SHOUT at your readers, and it doesn't help your open-rates at all.

You should also avoid words like "free," "opportunity," and "only," when writing subject lines. These words often trigger SPAM filters, and most tests show these types of "salesy" words don't help open rates (in fact, they might even hurt them). Unless those words help you communicate what your organization has been up to, it's best to avoid them.

7) Take your time with the subject line

The subject line is way too important to handle in the last few minutes before you dash off to your next meeting or task. Some people like to write their subject lines first to set the tone for the whole email. Other people prefer to write the subject line by choosing the best parts of the email body.

No matter which method you choose, take your time and give it some thought. Try out different subject lines to see what stands out and is the most compelling. One helpful practice is to send a test email to yourself to see how the subject line looks in your inbox. Does it stand out to you? Does it look and "sound" the way you intended it to?

Pay attention to the email subject lines that stand out to you in your inbox. What draws you to them or makes them unique? Try using some of those tactics in your email subject lines to see what works with your audience.

Spending a few extra minutes writing a clear subject line for your emails is time well spent. Whether you are sending fundraising emails, newsletters, or anything in between, these seven tips will help your emails stand out in readers' inboxes.

Are you ready to spice up your emails and online presence? Here are three more resources to help you take practical next steps.

• How To Ask For Donations In An Email: Email fundraising is cost-effective, and it works. Here are some tips and best practices to improve your next email asking for donations!
• 5 Marketing Strategies Every Nonprofit Should Implement: Email marketing is one of the cheapest and most effective forms of marketing. No matter what kind of nonprofit you work for, quality marketing is critical. Here are 5 fundamental marketing principles every nonprofit can benefit from.
• 7 Top Online Donation Software Options for Nonprofits: If your organization is sending emails to donors, supporters, and volunteers, then you should include a link to donate online in every single email (even when you don't ask for donations). Here are some of the best donation software options on the market and some tips on how to choose the right one for you.