Best Practices to be Followed While Creating Subject Line and Sender address

Following the best practices while creating a subject line and sender address can increase the credibility of your emails, reduce spam reports, and ultimately improve the performance of your email marketing campaigns.

Follow the below best practices while creating subject lines:

  • Limit the number of characters in the subject line (including spaces) to less than 80 characters.
    • This makes it quick to read and also fits mobile screens well.
  • Make sure the subject line is contextually in line with the overall email.
    • A subject line should not set wrong expectations.
  • Use emojis to make the subject lines more interesting/appealing to recipients, but do not overdo it.
  • Do not use redundant words, too many capital-lettered words, or repeated special characters (e.g. !!!, ??, $$$).
    • This may look suspicious and, depending on the brand, a bit immature.
  • Use personalization (including content, offer, and context) as much as possible, this increases the probability or likelihood of the customer opening the email.
    • Use annotations and cards. It highlights the email in the promotions tab in the mobile app.
    • Use Subject lines to complement the cards.
  • Avoid sensitive data (for example - “Dear John, your XXXX points of ACME Inc voucher is expiring in 5 days.”).
    • Sharing sensitive data in the subject line can cause privacy issues.

Follow the below best practices while creating from name:

  • Recipients of the mail, see the From name in the list of emails, and not the entire address.
  • Make sure the From name clearly indicates the sender.
  • Brand names are preferred as From names.
  • Depending on the use case - for example - a change in policy, the below format can also be used for “From Name”, especially if the email is signed with a person’s name at the end.
    • CEO’s office from Brand
    • JohnDoe from Brand
      Screenshot 2024-04-17 at 19.39.23.png

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