How to Craft Subject Lines:

In online course design and development, the power of email marketing cannot be overstated. But before your audience can engage with your carefully crafted email content, they need to open it first. This is where the subject line comes into play. Crafting an attention-grabbing subject line is essential for increasing email open rates. If you’re new to this, fret not. In this blog post, we’ll explore how to write subject lines that entice recipients to click and discover the valuable content within your emails.

The Anatomy of an Effective Subject Line

A compelling subject line is concise, intriguing, and relevant to the email’s content. Here are some dos and don’ts for writing subject lines that get more opens:


  1. Personalization: Use the recipient’s name or other personal details to create a sense of individualized communication.
  2. Curiosity: Pique the recipient’s interest by posing a question, teasing a surprising fact, or hinting at valuable information inside.
  3. Urgency: Create a sense of urgency by using phrases like “limited time offer” or “act now” to motivate immediate action.
  4. Relevance: Ensure the subject line directly relates to the email’s content, preventing recipients from feeling misled.
  5. Clarity: Keep it clear and concise. Avoid jargon or overly complicated language.
  6. Benefits-Oriented: Highlight the benefits or value the recipient will gain from opening the email.


  1. All Caps: Avoid using all capital letters as it can come across as shouting and may trigger spam filters.
  2. Excessive Punctuation: Limit exclamation points and other special characters, as they can make your email seem spammy.
  3. Deceptive Claims: Never make false claims or promises in your subject lines. Honesty builds trust.
  4. Overused Words: Steer clear of overused words and phrases like “free,” “urgent,” and “guaranteed,” as they can trigger spam filters.
  5. Lengthy Subject Lines: Keep subject lines under 50 characters whenever possible, as shorter subject lines tend to perform better.

Testing and Optimization

Crafting a compelling subject line often requires testing and iteration. Here’s how to refine your subject lines for better results:

  1. A/B Testing: Test different subject lines with a segment of your audience to see which one performs better.
  2. Analyze Data: Pay attention to open and click-through rates to identify subject line patterns that resonate with your audience.
  3. Segmentation: Segment your email list based on recipient behavior and preferences, allowing you to tailor subject lines more effectively.


Writing compelling subject lines is crucial for anyone involved in online course design and development. Your subject line is the gateway to your email content, and getting it right can significantly impact your email marketing success. By following the dos and don’ts mentioned above and continually testing and optimizing your subject lines, you can increase your email open rates and engage more effectively with your audience. Remember, the subject line is your first impression—make it one that recipients can’t resist opening.

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