Subject Lines that Work
For a nudge email to be effective, it must be opened; therefore, how you word the subject line is crucial.
We’ve gathered research on effective email strategies across industries and one thing stands out: subject lines matter. The preview must convince the student it is worth opening. A good subject line leaves us wanting more information, yet with enough information to know we want to open it.
Traits of the Best
The best subject lines have these characteristics:
- Personal — People respond favorably to seeing their name in the subject line of an email. If it’s not possible to add the recipient’s name, add “you” to make it feel individualized.
- Familiar sender — If the sender seems generic (such as Enrollment Services or Student Affairs), it might be ignored. Ideally, the sender is someone the recipient knows, such as an advisor or student success coach.
- Open-ended or urgent — Make it time-sensitive, or ask a question that they would like answered. The content of your email can contain details that answer the question posed in the subject line.
- Short — 40% of emails are opened on mobile first. Subject lines need to be under 50 characters to be visible on mobile devices, and the best-performing subject lines have fewer than 40.
- Eye-catching — The best subject lines contain eye-catching details that create urgency or rouse curiosity. Start with an action-oriented verb, include a number in digit form to preview the content, or include trigger words like “why,” “how,” and “what.”
- Specific — Give the email one single call to action, and have the subject line clearly reflect that.
- Branded — Create an emotional connection with your institution by referencing your mascot or campus traditions in the subject line. When students are called into the greater purpose and community at the institution, they are more likely to stay enrolled and engaged.
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Review the tips and examples in this guide to understand how to optimize the subject lines of your nudges to encourage students to open the message and take action.