Research Summary: In 2026, email marketing remains a cornerstone of digital advertising for businesses aiming to connect with clients effectively. A crucial element of this strategy is the email subject line, which can significantly influence open rates and overall engagement.
So, how vital is the email subject line? Our updated research reveals the following key insights:
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47% of email recipients decide to open an email based solely on the subject line.
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69% of recipients will mark an email as spam based on the subject line.
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Personalized subject lines can boost open rates by a remarkable 50%.
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Subject lines that convey urgency can increase open rates by an average of 22%.
For a more in-depth look, we have categorized the data as follows:
Best Words to Increase Open Rates | Email Marketing and Sales
General Email Subject Line Statistics
The effectiveness of an email subject line can significantly impact your networking and marketing efforts. Below, we present the most relevant statistics on email subject lines:
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The average email open rate across all industries is 21.33%.
The government sector boasts the highest average open rate at 28.77%, while the Vitamin Supplements industry has the lowest at 15.03%.
Industry Average open rate Average click rate Agriculture & Food Services 23.31% 2.94% Architecture & Construction 22.51% 2.51% Arts & Artists 26.27% 2.95% Beauty & Personal Care 16.65% 1.92% Business & Finance 21.56% 2.72% Computers & Electronics 19.29% 2.08% Construction 21.77% 2.26% Consulting 20.13% 2.49% Creative Services/Agency 21.39% 2.66% Daily Deals/E-Coupons 15.06% 2.23% E-Commerce 15.68% 2.01% Education & Training 23.42% 2.90% Entertainment & Events 20.51% 2.36% Gambling 21.62% 3.30% Games 21.10% 3.66% Government 28.77% 3.99% Health & Fitness 21.48% 2.69% Hobbies 27.74% 5.01% Home & Garden 21.60% 3.03% Insurance 21.36% 2.13% Legal 22.00% 2.81% Manufacturing 19.82% 2.18% Marketing & Advertising 17.38% 2.04% Media & Publishing 22.15% 4.62% Medical, Dental, & Healthcare 21.72% 2.49% Mobile 19.29% 2.27% Music and Musicians 21.88% 2.94% Non-Profit 25.17% 2.79% Pharmaceuticals 18.58% 2.25% Photo and Video 23.24% 3.23% Politics 22.94% 2.37% Professional Services 21.94% 2.55% Public Relations 21.02% 1.98% Real Estate 19.17% 1.77% Recruitment & Staffing 21.14% 2.53% Religion 27.62% 3.16% Restaurant 19.77% 1.34% Restaurant & Venue 20.39% 1.40% Retail 18.39% 2.25% Social Networks & Online Communities 21.06% 3.32% Software & Web App 21.29% 2.45% Sports 24.57% 3.09% Telecommunications 20.92% 2.27% Travel & Transportation 20.44% 2.25% Vitamin Supplements 15.03% 1.62% Average Totals 21.33% 2.62% -
81% of emails are now opened and read on mobile devices.
This marks a significant increase from 2011, when only 27% of emails were accessed via mobile. In just over a decade, smartphones have become the primary tool for checking emails.
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64% of email recipients decide to open an email based on the subject line’s quality.
Recognizing which subject lines appear professional is crucial, given that 69% of recipients report spam based on the subject line.
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33% of email recipients open emails due to catchy subject lines.
For instance, a call to action can be effective, such as “Don’t miss out!” or “Your cart is about to expire,” which can draw recipients back to a website.
Email Subject Line Statistics by Best Words to Increase Open Rates
Just as SEO enhances website visibility, utilizing the right words in email subject lines can significantly improve click rates. Our findings show:
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Including the word “video” in the subject line raises open rates by 7% to 13%.
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Email subject lines with numbers lead to 57% higher open rates.
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Emails featuring the term “free” see a 10% increase in open rates.
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56% of brands using emojis in their email subject lines report higher open rates.
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On average, subject lines that are 61-70 characters long are read the most, achieving a 17% engagement rate.
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Subject lines containing the word “newsletter” tend to have an open rate reduction of 18.7%.
Email Subject Line Statistics by Email Marketing and Sales
Creating compelling email subject lines is an essential skill for marketers. Our research indicates that:
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Emotional content is 94% more effective than rational content.
Email subject lines that evoke emotion have a 31% engagement rate, compared to 16% for rational subject lines, nearly doubling the likelihood of engagement.
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47% of marketers test subject lines before sending emails.
This can involve minor adjustments in capitalization, word arrangement, and other tweaks across different emails sent to A/B test groups.
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71.1% of marketers send subject lines with a maximum of 60 characters.
Most subject lines remain between 21-60 characters, despite evidence suggesting that slightly longer subject lines may yield better results.
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Approximately 5% of global subject lines utilize emojis.
While over half of marketers report improved performance with emojis, the remaining cohort finds them ineffective.
Email Subject Line Statistics FAQ
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What percentage of emails are opened based on the subject line?
47% of email recipients will open an email based solely on the subject line. This highlights the importance of testing and customizing subject lines, as a poorly crafted subject line can lead to a significant loss in engagement, with 69% of recipients labeling emails as spam based on the subject line.
To maximize effectiveness, focus on optimizing your subject lines with relevant keywords, emojis, and varied formats.
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What is a good email open rate?
A good email open rate ranges from 17% to 28%. This average can vary significantly by industry.
For example, while the average open rate for Vitamin Supplements emails is just 15.03%, Hobbies emails boast a much higher average of 27.74%. Understanding these variances can help gauge the effectiveness of your campaigns within your specific industry context.
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How much do personalized subject lines increase email open rates?
Personalized subject lines can increase open rates by at least 50%. Here are some effective personalization strategies:
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First names. Emails including the recipient’s first name achieve a 41% click-through rate and a 29% open rate.
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Interests. Including the recipient’s interests can enhance effectiveness, such as mentioning cats for known cat owners in a pet-related email.
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Birthdays and anniversaries. Recognizing special dates can present opportunities for targeted offers or incentives.
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Transaction history. Referencing recent purchases or interests can spark engagement. For instance, if a customer recently viewed coffee tables, mentioning that in the subject line may entice them back.
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Urgency. Subject lines that convey urgency, such as “Your offer is about to expire,” can drive immediate action.
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Location. Tailoring subject lines to the recipient’s geographic area, e.g., “30% off everything on the East Coast!” can enhance relevance.
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What subject lines get the most opens?
Personalized subject lines and those that include numbers tend to receive the highest open rates. For example, personalized lines enhance open rates by 50%, while incorporating numbers can improve rates by 57%.
Additional effective subject lines include:
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Urgent subject lines (22%)
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Including first names (29%)
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Using “video” (7-13%)
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Incorporating “free” (10%)
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Conclusion
While email subject lines may seem straightforward, mastering them is essential for effective marketing. The ability to craft compelling subject lines can lead to substantial improvements in open and click-through rates.
Personalized subject lines can enhance open rates by up to 50%, and emotional content has been shown to be 94% more effective than rational messaging.
Armed with these insights, you can transform the process of creating email subject lines from a daunting task into an efficient and successful strategy. Keep experimenting and testing to optimize your results.
References
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MarketingDive. “Study: Personalized email subject lines increase open rates by 50%.” Accessed on July 19th, 2022.
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MailChimp. “Email Marketing Benchmarks and Statistics by Industry.” Accessed on July 20th, 2022.
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SuperOffice. “The Science Behind Email Open Rates (and How To Get More People To Read Your Emails).” Accessed on July 20th, 2022.
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Barilliance. “Abandoned Email Subject Lines: Definitive Guide (Updated 2022).” Accessed on July 20th, 2022.
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Entrepreneur. “How to Use Video in Your Email Marketing.” Accessed on July 20th, 2022.
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Influence&CO. “5 Easy Email Subject Line Tricks to Increase Your Open Rates.” Accessed on July 20th, 2022.
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Campaign Monitor. “The Real Scoop on Email Emoji in Subject Lines.” Accessed on July 20th, 2022.
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Spiralytics. “Emotional Marketing: What It Is and How It Works.” Accessed on July 20th, 2022.
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Constant Contact. “A/B test an email subject line.” Accessed on July 20th, 2022.
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AWeber. “How Long Should an Email Subject Line Be?” Accessed on July 20th, 2022.
Author
Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.
