How do you write a subject line that avoids the spam folder?

A well-crafted subject line does more than capture a subscriber’s attention — it also keeps the email out of the spam folder. All it takes is avoiding the following:

• Capital letters and excessive punctuation

  • These get your email filtered, and they create the sense of shouting at the reader, so your message does not land

• Alarming words such as “urgent”, “immediate” and “last chance”

  • Overstatement makes readers back away and removes any motivation to open

• Phrases that trigger spam filters (SPAM words) — “CALL NOW, FREE, CASH BONUS, SAVE $, WORK FROM HOME, ACT NOW, ATTENTION, AFFORDABLE”

• Using the subject line as an advertisement

• Deceptive or misleading subjects such as “RE:” and “FW:”

  • These damage your reputation and credibility, and readers delete your email outright

That said, it does not mean you can never use a spam word…

Spam words do trigger filters, but appealing content helps get the email into the subscriber’s inbox. Clean content, clean HTML and a reputable sending platform all help a sender’s message reach the inbox.

A concise subject line will certainly capture a subscriber’s attention — but remember to send readers email that is relevant and valuable. That is the first step in building a two-way relationship.