Subject Lines & Preheaders

The "first impression" that determines if your email gets opened. This section covers the art and science of the Subject Line and the crucial (often forgotten) Preheader text that follows it in the inbox preview pane.

17 questions in this topic

What makes an effective email subject line? How important are subject lines for deliverability vs engagement? How long should a subject line be? How long should a subject line be (character limits across clients)? Should I use emojis in subject lines? How do emojis render across different mailbox providers? Does personalizing the subject line help? What is the difference between personalization in subject vs body? What is email preheader text? How can I optimize the preheader? What is preheader optimization and why does it matter? What subject line mistakes trigger spam filters? Do exclamation marks or all caps trigger spam filters? How do A/B subject tests influence overall engagement? What is tone adaptation (urgent, friendly, neutral)? What is the role of preview text as “second subject line”? How to localize or translate subject lines properly?

Questions about Subject Lines & Preheaders