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In an inbox of a hundred unread messages, your email's fate is decided by two lines of text: the subject and the preview beside it. This guide covers the honest craft of those lines — one clear promise of what is inside, written for mobile screens, tested on a slice of your list before it goes to everyone. It also covers the rates to expect, the personalisation that genuinely lifts opens, and why clickbait wins the first open and loses the reader forever.
Your email can be brilliant — and die unseen in an inbox of 200 unread messages. A practical guide to subject lines, preview text and sending habits that earn opens honestly, without clickbait that burns trust.
For an engaged small-business list, 30-45% is normal; above that is excellent. Consistently under 20% usually means a list-quality problem or subject lines that do not promise what the email delivers.
First names are so common they barely register. Personalisation that reflects their purchase, their question or their town lifts opens; a bare 'Hi {name}' mostly does not.
Short enough to survive mobile: roughly under 45 characters, with the benefit in the first words. The preview text beside it is half the decision, so fill it with a supporting detail rather than repeating the subject.
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