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It’s the text equivalent to the headline of the campaign, so it must be striking and direct (no more than 7 words). It is displayed in email managers next to the sender and is followed by the pre-header. It can be customised to show the recipient's name and emojis to make it eye-catching.

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How to create a successful subject line?

The subject line is the element that influences the most the opening of the email. Therefore, it is important to take the time to choose a good subject line and to take into account several aspects when creating it. It is important to be honest and not to generate false expectations, because if the subscriber does not find what you promise, he/she will feel deceived. 

Try to be creative and original, topics that generate curiosity have a higher open rate. Also, keep in mind that short and impactful titles are more attractive. It should have a maximum of 50 characters and 30 on mobile devices, so that it doesn't get cut off.

Avoid words such as "free" or "gift" as well as the use of capital letters and punctuation marks as they can be interpreted as SPAM by email providers' filters, which will negatively affect deliverability. 

Finally, do not forget to personalise the message with the recipient's name. This will improve the open rate as the user feels special and tends to open more emails.

What resources can I use to enhance the subject line?

Including emojis is a resource to make the subject line more attractive, although it is important to think carefully about which emoji to use and when to use it. Keep in mind that it must be related to the message of the email, it is usually included at the beginning or end of the subject and it is not advisable to use too many of them. Do not forget to confirm that they look good in different browsers and email managers.

Using hashtags in the subject line or within the post itself will help you to capture the user's attention, You should bear in mind -however- that depending on your audience, it is advisable to use this resource or not, because if you send to people who are not familiar with hashtags, they may understand it as a mistake and therefore, it is not a good idea to use it in the subject line of your campaign.

Finally, it is important to complement the subject line with the preheader as this is the text that is displayed just below the subject line. It can be used to reinforce the subject line and achieve a greater impact, for example, informing about time limits of an offer, detailing discounts, etc. On the other hand, if you don't have enough space in the subject line to put all the information, you can use the preheader to complete it or if your subject line is not very descriptive, you can also use it to put information that makes the subject line more understandable.