wORKSHEET TwO Subject Line Checklist Your subject line can make or break your email — which means there’s a lot at stake! Use the checklist below to help you craft the best subject line possible. Use questions. According to a study by Be specific. When recipients read your subject MailChimp, email subject lines phrased as lines, it should be obvious what your message is questions perform better than subject lines and why it’s relevant to them. phrased as statements. Reference location. If you’re targeting an email Be brief. Try to keep your subject lines under 50 blast by location, add a personal touch by characters. Shorter subject lines tend to perform referencing that location in your subject line. This better than longer ones, and they ensure that will make your recipients feel like your email is more of your copy will be viewable in the more relevant to them. subject line preview of an email client. Include a call-to-action. Make sure that you Be urgent. If your offer is only available for a clearly inform readers what their next step should limited amount of time, then your recipients will be. Otherwise, they may skim right over your be more persuaded to act before it’s too late. subject line without realizing that an action is Just remember to choose your words carefully required on their part. and avoid phrases that sound spammy. 38 / Pardot