Newsletter subject lines

A newsletter subject line has to work every week, for readers who already know you. The best ones tell the reader what this issue is about, not just that a new issue exists. These lines are templates: swap the brackets for the actual topic.

Subject lines: 50; Subject lines
40 characters or fewer: 43; 40 characters or fewer
Styles: 5; Styles

Start with these three

1
[Specific claim about your topic]
A clear point of view, like "Your pricing page is too long", gives a reason to open that "Issue #42" never will.
2
[Number] things worth your time this week
The format is obvious and the number sets expectations for a digest.
3
What I got wrong about [topic]
Admitting a mistake is honest and specific, and readers want to know what changed.

Replace everything in [square brackets]. Text like {{name | 'Hey'}} is a Lumail variable: it shows the subscriber's name, or the fallback after the pipe when the name is empty. Character counts below use the fallback.

Curiosity

Hint at the point of the issue without giving it away, then deliver in the first paragraph.

1What I got wrong about [topic]30 characters
2The [topic] advice I stopped following38 characters
3Nobody talks about this part of [topic]39 characters
4I tried [thing] for 30 days27 characters
5The question I get asked most29 characters
6Why [common belief] is backwards32 characters
7This changed how I [do task]28 characters
8The one chart that explains [topic]35 characters
9A small idea that saved me hours32 characters
10What [notable person or company] did differently48 characters

Benefit-led

Promise a concrete takeaway the reader can use this week.

11[Number] things worth your time this week41 characters
12How to [outcome] without [pain]31 characters
13A [5-minute] fix for [problem]30 characters
14The [topic] checklist I use every week38 characters
15Steal this [template / script / framework]42 characters
16[Number] lessons from [event or project]40 characters
17The simplest way to [outcome]29 characters
18Everything new in [Product] this month38 characters
19[Month] in review: the [number] posts worth reading51 characters
20Your [weekly] shortcut to [outcome]35 characters

Timely

Newsletters rarely need fake urgency. Tie the issue to something happening now instead.

21What [this week's news] means for you37 characters
22Before [upcoming event], read this34 characters
23[Product] update: [headline feature] is live44 characters
24New this week: [topic]22 characters
25Last issue before [holiday / break]35 characters
26Your [Q4 / year-end] [topic] plan33 characters
27This week only: [what's limited]32 characters
28Changes coming to [Newsletter or Product] on [date]51 characters
29The [topic] story everyone missed this week43 characters
30Quick update before the weekend31 characters

Personal

Write like one person to another. Name personalization works best used rarely.

31{{name | 'Hey'}}, quick thought on [topic]29 characters
32I need your help with something31 characters
33A personal note this week25 characters
34{{name | 'Hi'}}, what should I write about next?35 characters
35The email I almost didn't send30 characters
36Behind the scenes at [Company]30 characters
37What I'm working on right now29 characters
38Reader question: [the question]31 characters
39{{name | 'Hey'}}, you asked about [topic]28 characters
40Honest numbers from [month]27 characters

Short

Two to four words. They stand out in a crowded inbox, especially with a strong preview text.

41Stop doing this15 characters
42Read this first15 characters
43A better way12 characters
44Quick one9 characters
45This week9 characters
46Small wins10 characters
47Big news8 characters
48Hard truths11 characters
49Worth it?9 characters
50Try this8 characters

What makes these work

Name the topic, not the issue number. "Issue #42" tells the reader nothing new. Put the issue number in the preview text if you like it, and the topic in the subject.
Write it last. Finish the issue, then pull the most interesting sentence and shorten it. It usually beats the subject you planned.
Front-load the important words. Mobile inboxes often show only the first 30 to 40 characters. Start with the specific part: "Pricing pages: three sections" rather than "This week, a few thoughts on pricing pages".
Keep a consistent sender name. Readers recognize newsletters by the sender name first. Keep it stable so the subject can focus on the content.
Compare over several issues. One issue's open rate is noisy. Compare styles across several sends before deciding what works for your list.

Before sending, paste your line into the subject line tester to check its length and wording, and run the full email through the spam tester.

Frequently asked questions

What makes a good newsletter subject line?

It tells the reader what this specific issue is about and why it is worth opening now. A clear claim or a concrete takeaway works better than a generic "Weekly update" or an issue number.

Should I include the issue number in the subject?

It is fine as a suffix, but it should not be the whole subject. Readers decide based on the topic, so lead with that and put the number in the preview text or at the end.

How long should a newsletter subject line be?

Short enough that the key words fit in the first 30 to 40 characters, which is roughly what many mobile inboxes show. Longer subjects work if the beginning carries the point.

How do I test newsletter subject lines?

Pick two styles, such as curiosity versus benefit, and alternate them across issues or split-test on a portion of the list. Compare clicks as well as opens, since some opens are recorded automatically by mail clients.

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