The Art of Crafting Killer Email Subject Lines

The Art of Crafting Killer Email Subject Lines: Dos, Don’ts, and Lessons from My Handmade Business

Ah, the elusive email subject line—the digital equivalent of a first impression. Get it right, and your customers will be clicking away, eagerly diving into your beautifully crafted email. Get it wrong, and it’s “Hello, spam folder!” As a handmade seller who has sent thousands of emails, I’ve learned (sometimes the hard way) what works and what doesn’t when it comes to email subject lines. In this post, I’ll share some valuable insights on what to avoid, what to do instead, and real-life lessons from my own journey.

Why Subject Lines Matter So Much

Your email subject line is your first—and often only—chance to grab a reader's attention. Think of it like the front door to your email; if it’s not inviting, no one’s going to walk through it. A well-crafted subject line can significantly increase your open rates, which is the first step to driving traffic, engagement, and sales. On the other hand, a poorly crafted one can lead to low open rates, high unsubscribe rates, and worse—getting flagged as spam.

What to Avoid: The Don’ts of Email Subject Lines

Let's start with what not to do when crafting your subject lines. These are the mistakes I’ve made in the past that I hope you can avoid:

1. DON’T Use All Caps or Excessive Punctuation!!!

While you might think that using all caps or loads of exclamation marks will grab attention, it can actually do more harm than good. Subject lines like “GET YOUR FREEBIE NOW!!!!” not only look spammy but can also trigger spam filters, sending your carefully crafted email straight to the junk folder.

Why to Avoid It: All caps and excessive punctuation scream desperation and lack of professionalism. It can come off as pushy or aggressive, making readers feel like they’re being shouted at rather than engaged.

What to Do Instead: Use sentence case or title case to make your subject line look clean and professional. Keep punctuation to a minimum—sometimes, a single exclamation mark or a question mark can be effective. An example could be, “Don’t Miss Out on Our New Collection” or “Feeling Cozy? Check Out Our Fall Favorites”.

My Experience: I used to send out emails with subject lines like “FLASH SALE!!! 50% OFF EVERYTHING!!!” thinking they would drive urgency and open rates. Instead, they often led to spam complaints and unsubscribes. When I switched to more subtle, conversational subject lines, like “Pssst… A Special Sale Just for You,” my open rates improved significantly.

2. DON’T Be Too Generic or Vague

A subject line that says, “Newsletter #45” or “Check This Out” is unlikely to spark curiosity or interest. Generic subject lines often get lost in the sea of other emails because they don’t give the reader a compelling reason to click.

Why to Avoid It: Vague or generic subject lines don’t provide enough context for the reader. People receive tons of emails daily, so if your subject line doesn’t immediately convey value, it’s easy for them to skip over it.

What to Do Instead: Be specific and give a hint about the content inside. Instead of “Check This Out,” try “5 Ways to Style Our New Handmade Scarves.” Specific subject lines set clear expectations and make the reader want to learn more.

My Experience: I used to think a subject line like “New Products Just Arrived” was enough to drive interest. I was wrong! When I switched to something more specific, like “Just In: Hand-Poured Candles Perfect for Winter Nights,” my open rates went up by 20%. Specificity sells.

3. DON’T Overuse Spam Trigger Words

Words like “Free,” “Urgent,” “Buy Now,” “Guaranteed,” and “Winner” can make your emails look like spam to both recipients and spam filters. If these words are overused or placed in certain contexts, they can harm your deliverability.

Why to Avoid It: Spam filters are designed to protect users from potentially harmful or unsolicited emails. Using trigger words can cause your emails to be filtered out before they even reach the inbox.

What to Do Instead: Focus on creating a sense of value or curiosity without using trigger words. Instead of saying “Free Shipping on All Orders,” try “Your Order Ships Free This Weekend Only” or “A Gift Awaits You—Here’s How to Claim It.”

My Experience: Early in my email marketing days, I often used phrases like “FREE GIFT INSIDE!” only to see those emails end up in spam or have a low open rate. Once I toned it down and focused on creating genuine value, like “A Little Thank You for Being Part of Our Community,” I noticed a much better response.

4. DON’T Be Too Long-Winded

Long subject lines that get cut off can leave readers confused or uninterested. If they can’t see the full subject line, they may not bother to open the email.

Why to Avoid It: Most email clients display between 30-60 characters for a subject line, especially on mobile devices. If your subject line is too long, it gets truncated, and the most critical part of your message may be lost.

What to Do Instead: Aim for subject lines that are concise and to the point—between 40-50 characters is ideal. Focus on the main message you want to convey and put the most important information first. For example, “Handmade Jewelry: 20% Off Today Only” is short, sweet, and gets right to the point.

My Experience:I used to write subject lines like “Don’t Miss Out on Our Incredible, Once-in-a-Lifetime Sale Happening This Weekend Only!” It was way too long, and the critical message was lost. I simplified it to “20% Off This Weekend Only,” and boom—my open rates increased.

What to Do: The Dos of Email Subject Lines

Now that we’ve covered the don’ts, let’s dive into what you should be doing to craft killer email subject lines that grab attention and drive opens.

1. DO Keep It Short and Sweet

Concise subject lines that get straight to the point are more likely to catch your reader’s eye. Remember, many people check their emails on mobile devices, so shorter is better.

Example: “New Arrivals: Handmade Leather Wallets” or “Today Only: Free Shipping on All Orders”

My Experience: Switching to shorter, more direct subject lines made a huge difference in my email campaigns. Not only did open rates improve, but click-through rates also went up because readers knew exactly what to expect.

2. DO Use Personalization

Personalized subject lines that include the recipient's name or reference past behavior can make a big difference. They make the email feel more like a conversation and less like a marketing blast.

Example: “Hey [Name], Your Favorite Candle is Back in Stock!” or “We Picked These Just for You, [Name]!”

My Experience: I noticed a 15% spike in open rates when I started personalizing my subject lines with the subscriber's first name or referencing their last purchase. It felt more like a friend reaching out than a business, and customers responded positively.

3. DO Create Curiosity or a Sense of Urgency

Craft subject lines that pique curiosity or create a sense of urgency without being spammy. This could mean hinting at an exciting announcement or offering a limited-time deal.

Example:“ Something Special Awaits You—Open to See!” or “Last Chance to Snag Our Handmade Earrings at 20% Off”

My Experience: Subject lines like “Sneak Peek: Our New Collection Is Here” or “Only a Few Left—Shop Now Before They're Gone” have been some of my highest-performing. They play on FOMO (fear of missing out), and people can’t resist clicking to see what’s inside.

4. DO A/B Test Regularly

Testing is key to understanding what resonates best with your audience. A/B testing different subject lines will provide insights into what works and what doesn’t.

Example: Test a subject line with a question versus one that offers a direct statement. For example, “Need a Gift Idea? We’ve Got You Covered” vs. “Top 5 Gifts Under $50 for Your Loved Ones”

My Experience: I ran an A/B test between a straightforward subject line (“New in Store: Soy Candles”) and one that was more playful and mysterious (“A Little Something to Light Up Your Day”). The latter outperformed the former by 30%! Now, I regularly test different styles to keep my emails fresh and engaging.

Nail Your Subject Lines for Better Results

Crafting the perfect email subject line isn’t just a science—it’s an art. It takes a mix of creativity, testing, and a dash of psychology to get it right. By avoiding common pitfalls and focusing on what really drives engagement, you can make sure your emails get noticed, opened, and acted upon.

Remember, your email subject line is your chance to make a great first impression—make it count!

Question for You:

What’s the best-performing email subject line you’ve ever used? Share it below and let’s learn from each other. For more practical tips on crafting compelling subject lines, dive into how to write email subject lines: 12 examples for inspiration and actionable ideas to enhance your email marketing strategy.