The subject line exists to get the right person to open the email. This page collects 50 email subject line examples you can adapt, sorted by the kind of campaign they belong to, from welcome emails to price drops. Each one comes with a line of preview text, because the two are read together in the inbox and work best when they are written together.
Every line below was written for this article as a starting point. None of them is taken from a brand’s campaign, and we make no claim about how any of them will perform for you. Swap in your own product, offer and dates, then test.
Need a design to send these with? Browse the free email template library and pick a layout that fits the campaign.
The rules behind these subject lines
The examples follow a few guidelines that the big email platforms publish. They are not laws, but they are a sensible default.
- Keep it short. According to Mailchimp’s subject line best practices, you should use no more than 9 words and 60 characters. Salesforce’s subject line guide suggests aiming for under 50 characters so the line stays visible on mobile, with the important words at the front.
- Go easy on punctuation and emoji. Mailchimp recommends no more than 3 punctuation marks and no more than 1 emoji at a time, used to support the words rather than replace them.
- Say what is inside. Mailchimp also advises being direct and descriptive instead of leaning on seasonal slogans. A line that names the offer tells the reader why to open.
- Match the body. Salesforce warns that false urgency costs trust and that the email should deliver what the subject line promises.
- Write the preview text on purpose. Mailchimp’s page on preview text explains that if you leave it blank, many inboxes pull the first text in the message, which can be “View in browser” or even stray code. The Litmus guide to preview text recommends keeping it under 90 characters. Our own advice is to use it to add something new rather than repeat the subject line.
All 50 subject lines below are 60 characters or fewer, and every preview line is under 90.
At a glance: 50 subject lines by campaign type
| Campaign type | Lines | Main job of the subject line |
|---|---|---|
| Welcome | 1 to 6 | Confirm the sign-up and hand over the first reason to come back |
| Promotional and sales | 7 to 14 | Name the offer and the deadline |
| Coupon and discount code | 15 to 19 | Put the saving first |
| Abandoned cart and browse | 20 to 24 | Remind without pressure |
| Back in stock and price drop | 25 to 28 | Say what changed |
| Product launch and announcement | 29 to 33 | Say what is new and who it is for |
| Newsletter | 34 to 37 | Promise one useful thing |
| Event and webinar | 38 to 41 | Give the date and the reason to attend |
| Re-engagement | 42 to 45 | Ask a plain question |
| Holiday and seasonal | 46 to 48 | Tie a real date to a real action |
| Feedback and reviews | 49 to 50 | Make the ask feel small |
Placeholders in curly brackets, like {first name} or {product}, mark where your own merge fields or details go.
Welcome email subject lines (1 to 6)
A welcome email is expected, so the subject line can be calm. Use it to confirm that the sign-up worked and to give one reason to open now. For full welcome email layouts, see our planned guide to welcome email examples.
| # | Subject line | Preview text |
|---|---|---|
| 1 | You’re in, {first name}. Here’s where to start | Three quick links for your first few minutes here |
| 2 | Welcome to {brand}: your first order code is inside | Use it on anything in the shop this week |
| 3 | Thanks for joining. Here’s what to expect | One email on Sundays, no more. You can change that anytime |
| 4 | Your account is ready | Log in, finish your profile and save your first favorite |
| 5 | A short hello from our founder | Why we started, and the one thing we’d like you to try first |
| 6 | Start here: 3 things new members do first | Takes about five minutes, and you can skip any step |
Why they work: each line tells the reader that this email is the next step after signing up. Line 5 sets up a personal note, so the body should read like one. The Founder Note Day Three template is built as a short letter for exactly this kind of message.
Promotional and sales subject lines (7 to 14)
Sales emails compete with every other offer in the inbox, so the offer and the end date do most of the work. Our article on promotional email examples covers the layouts that go with them.
| # | Subject line | Preview text |
|---|---|---|
| 7 | 48-hour sale: 30% off summer basics | Ends Sunday at midnight. Swimwear, towels and linen shirts |
| 8 | The spring sale starts now | Up to 25% off skincare, with an extra code for subscribers |
| 9 | Members only: early access to the sale | You get two days before everyone else. Here’s your link |
| 10 | Last day for 20% off | The code stops working tonight at 11:59 pm |
| 11 | Clearance is on. Everything below $30 | Final sizes and colors from this season, while they last |
| 12 | {first name}, your picks are on sale | Three items you looked at are now marked down |
| 13 | Free shipping on every order this weekend | No minimum, no code. It ends Monday morning |
| 14 | New in the sale: 40 more styles added | Fresh markdowns on coats, knitwear and boots |
Why they work: the number, the product group and the deadline sit at the front. Lines 10 and 13 rely on a real end time, so only use them when the offer actually ends then.
Coupon and discount code subject lines (15 to 19)
When the code is the message, lead with what the reader saves. A layout that shows the code first, like the Weekend Coupon Fashion template, backs this up in the body.
| # | Subject line | Preview text |
|---|---|---|
| 15 | Here’s 15% off your next order | Code inside. Valid for 7 days on full-price items |
| 16 | A code for your first order | Enter it at checkout. It works once, on anything |
| 17 | Your free dessert is waiting | Five visits done. Show this email on your next one |
| 18 | {first name}, this code expires Friday | Still 20% off. Here’s what it works on |
| 19 | Take $10 off, no minimum spend | One use per customer, ends at the end of the month |
Abandoned cart and browse reminder subject lines (20 to 24)
Cart reminders work best when they sound like a helpful note, not a chase. Our planned article on abandoned cart email examples shows the full sequence.
| # | Subject line | Preview text |
|---|---|---|
| 20 | You left something in your cart | We saved it for you. Pick up where you left off |
| 21 | Still thinking it over? | Here are the details and the return policy, in one place |
| 22 | Your cart is about to expire | Items aren’t reserved after 24 hours |
| 23 | Any questions about the {product}? | Reply to this email and a real person will answer |
| 24 | You’re $12 away from free shipping | Add one more thing or check out as is |
Back in stock and price drop subject lines (25 to 28)
These emails go to people who already asked to hear about an item, so the change itself is the hook.
| # | Subject line | Preview text |
|---|---|---|
| 25 | It’s back: the {product} you wanted | Restocked today in all sizes. Quantities are limited |
| 26 | Your size is back in stock | We restocked the 38 and 39. Tap your size to shop |
| 27 | Price drop on an item you saved | It went from $89 to $69. See it before it changes again |
| 28 | Only a few left of your wishlist item | We’ll stop sending reminders once it sells out |
Product launch and announcement subject lines (29 to 33)
A launch subject line should say what is new and who it helps, in plain words.
| # | Subject line | Preview text |
|---|---|---|
| 29 | New: {product} is here | What it does, what it costs, and how to try it |
| 30 | Meet our new winter collection | Twelve new pieces, made for cold mornings |
| 31 | Pre-orders are open | Ships in March. Order now to get the first batch |
| 32 | 3 new features in this month’s update | Faster search, shared folders and a dark theme |
| 33 | We’re opening a new store in {city} | Opening day is the 14th. Here’s what’s planned |
Newsletter subject lines (34 to 37)
Newsletter readers open for the content, so promise one specific thing rather than listing everything inside.
| # | Subject line | Preview text |
|---|---|---|
| 34 | This week: 5 recipes under 30 minutes | Plus the one pan we use for almost everything |
| 35 | The trail we keep going back to | And two shorter walks for the colder days ahead |
| 36 | October in 3 numbers | A short look at what changed this month |
| 37 | What we learned from 200 reader replies | The top questions you sent us, answered |
Event and webinar subject lines (38 to 41)
Put the date or the deadline in the line. People decide whether to attend based on when, then what.
| # | Subject line | Preview text |
|---|---|---|
| 38 | You’re invited: open studio on May 12 | Drinks, demos and a look at the new space |
| 39 | Live on Thursday: plan your next quarter | 45 minutes, with time for questions at the end |
| 40 | Your seat is saved. Add it to your calendar | Join link and start time inside |
| 41 | Missed the webinar? The replay is ready | Watch it at your own pace, slides included |
Re-engagement subject lines (42 to 45)
When someone has stopped opening, a direct question is often more honest than another offer. The Re-engagement templates include plain list check layouts for this.
| # | Subject line | Preview text |
|---|---|---|
| 42 | Do you still want to hear from us? | One click keeps you on the list. No reply means we’ll stop |
| 43 | It’s been a while, {first name} | Here’s what’s new since your last visit |
| 44 | Should we send fewer emails? | Pick how often you hear from us, or unsubscribe |
| 45 | Your saved items are still here | We kept your list. Come back whenever you’re ready |
Holiday and seasonal subject lines (46 to 48)
Seasonal lines work when they carry a date that matters to the reader. Mailchimp’s advice to avoid vague seasonal slogans applies here. For the busiest shopping weekend of the year, see our article on Black Friday email examples.
| # | Subject line | Preview text |
|---|---|---|
| 46 | Order by Dec 18 for Christmas delivery | Last order dates for every shipping option, in one list |
| 47 | Mother’s Day gifts that arrive on time | Order by Thursday for delivery before Sunday |
| 48 | Halloween costumes, 25% off this week | Kids and adult sizes, ships in 2 days |
Feedback and review request subject lines (49 to 50)
A review request competes with the reader’s time, so make the effort sound small.
| # | Subject line | Preview text |
|---|---|---|
| 49 | How was your order? One tap to tell us | Pick a score from 1 to 5. That’s the whole survey |
| 50 | Quick question about your stay | It takes 20 seconds and helps the next guest |
How to adapt these email subject line examples
A borrowed subject line only works when it fits the email behind it. Before you use any of the lines above:
- Check the facts. If the line names a discount, a deadline or a stock level, make sure it is true for this send.
- Trim to the key words. Read the line as if only the first 30 or so characters show. Salesforce’s advice to front-load the important part matters most on a phone.
- Write the preview text second. Use it to add the detail the subject line had no room for, not to repeat it. Litmus also notes that some inboxes may pull text from image alt text if the preview copy is not first in the code.
- Personalize with care. Mailchimp suggests merge tags for name or location. Make sure the fallback reads well when the field is empty, for example “Hi there” instead of “Hi ,”.
- Change only one thing per test. Mailchimp offers A/B and multivariate tests, and its page says A/B testing comes with all paid marketing plans. Change only the subject line in a test so the result tells you something.
Common subject line mistakes
- All caps and stacked punctuation. “HUGE SALE!!!!!” packs in 5 exclamation marks, more than the 3 punctuation marks Mailchimp suggests as a maximum, and says nothing about the offer.
- A deadline that is not real. If the “last chance” email is followed by another one, readers learn to ignore the next.
- Empty preview text. The inbox fills it with whatever comes first in the code, which often looks broken.
- A clever line with no clue. Curiosity can work, but the reader should still be able to guess what kind of email it is.
FAQ
How long should an email subject line be?
Mailchimp’s guidance is no more than 9 words and 60 characters. Salesforce suggests under 50 characters for mobile. The 50 examples on this page run from 19 to 51 characters.
What is preview text, and do I need it?
Preview text is the short line shown next to or under the subject line in many inboxes. If you do not set it, the inbox pulls the first text in your email, so it is worth writing every time.
Should I use emojis in subject lines?
You can, but sparingly. Mailchimp recommends no more than one at a time, and Salesforce also advises using them sparingly. None of the examples here use one, so you can add your own where it fits your brand.
Can I copy these subject lines word for word?
Yes. They were written as open examples for this article. Change the product, numbers and dates so they match your email, and test them with your own list.
Do these subject lines have proven open rates?
No. They are original examples, not lines measured in a real campaign, so we do not quote open rates for them. Your own tests are the only reliable measure for your list.
Wrapping up
A good subject line names what is inside, fits in a short space and matches the email it opens. Pair each one with preview text that adds a detail, and keep the claims true. Start with the lines above that match your next campaign, then rewrite them in your own voice.
When the subject line is ready, pick a design from the free email templates and copy its HTML.
