Email subject examples

An email's subject line is the first thing your subscriber sees. And often the only thing. If it doesn't grab attention in two seconds, the email remains unopened. Or worse, it ends up in spam.

47% of emails are opened or ignored based solely on their subject line. This highlights the importance of these few words. So, instead of theory, here's a bank of concrete ideas, categorized by theme and event, for you to pick and adapt to your brand.

A few quick rules before you start:

Keep it under 50 characters for mobile readability. Avoid spam trigger words (free, urgent, 100% guaranteed). Personalize with the first name when relevant. And always A/B test.

1. Flows

These are the emails that run continuously in your Klaviyo. It's worth perfecting their subject lines once and for all.

Welcome Email

This is the first contact with your subscriber. The open rate for welcome emails is generally twice that of a classic campaign. Make the most of it.

• "Welcome [First Name], here's what awaits you"

• "We're glad to have you here 👋"

• "Your adventure starts now"

• "[First Name], a quick word before we begin"

• "Everything you need to know about [Brand] in 2 min"

• "Welcome to the [Brand] family"

• "You made the right choice. Here's why"

• "Your first order deserves a little surprise 🎁"

Abandoned Cart

Cart abandonment rates hover around 70%. A good subject line can recover a significant portion of these lost sales. Use a conversational tone, not aggressive.

• "[First Name], did you forget something?"

• "Your cart is still waiting for you 🛒"

• "These products are selling fast..."

• "Still interested?"

• "We saved your selection for you"

• "You were so close to checking out"

• "Your cart expires soon ⏳"

• "Doubts? We're here to help"

• "[First Name], complete your order before it's too late"

• "They're going fast. Your cart, however, is waiting."

Post-Purchase and Loyalty

Often overlooked, these emails nevertheless have very high open rates. This is the time to build a real relationship.

• "Thank you [First Name], your order is confirmed ✅"

• "Your package is on its way!"

• "How was your order?"

• "We'd love to hear your thoughts 💬"

• "Did you love it? Your friends might too"

• "A little gift for your loyalty 🎁"

• "[First Name], here are our new arrivals for you"

• "You've been with us for a year. Thank you ❤️"

Reactivating Inactive Customers

These subscribers aren't lost. You just need to remind them you exist, without being too pushy.

• "Missed us? 👀"

• "It's been a while since we last saw you"

• "[First Name], are you still there?"

• "A little something to bring you back"

• "We've changed. Come see."

• "Something new awaits you ✨"

• "Your past favorites are still available"

• "So we don't lose touch..."

2. Campaign Themes

Subject lines to adapt based on the content of your current newsletter.

Promotions and Discounts

The effectiveness of these subject lines depends on their precision. A concrete number is better than a vague "exceptional offer".

• "-20% this weekend, it's now"

• "Your discount awaits until midnight 🕛"

• "[First Name], -30% on your favorites"

• "Free shipping today only"

• "An offer just for you"

• "This week: prices are dropping 📉"

• "Your promo code expires in 24h"

• "Take advantage before tonight"

Product Launch

Build anticipation, then reveal. These subject lines leverage curiosity and exclusivity.

• "It's finally here ✨"

• "The new product you've been waiting for"

• "Discover our latest collection"

• "Sneak peek: here's what we've prepared"

• "Everyone's talking about it. Your turn."

• "New: what if you were among the first? 🙌"

• "We worked months for this"

• "[Brand] x [Collaboration]: it's official"

Content and Storytelling

Not always a promotion. Sometimes just a good reason to read. These subject lines work well for brands with a strong editorial identity.

• "The secret to our bestsellers"

• "3 ways to use [product] you didn't know"

• "Behind the scenes at [Brand] 🎬"

• "What our customers are really telling us"

• "The question we get asked all the time"

• "Our current favorite ❤️"

• "We tell you how it all started"

Reassurance and Brand Values

Useful for building trust, especially for a new brand.

• "100% Made in France. Here's why it matters 🇫🇷"

• "What our product truly contains"

• "Zero compromise on quality. We explain."

• "They loved it. Read their reviews ⭐"

• "Our commitment: we detail it for you"

3. Seasonal Events

The e-commerce calendar is busy. Here are ready-to-use subject lines for each key period of the year.

Black Friday (November)

Competition is fierce in the inbox. The challenge: stand out without shouting louder than everyone else.

• "The real Black Friday starts now"

• "[First Name], your priority access is open 🔓"

• "Before the rush: our best offers"

• "Black Friday: 48h, not a minute more ⏳"

• "Our prices won't go lower this year"

• "-40% off storewide. Let's go 🚀"

• "Early Black Friday for our subscribers"

• "What we saved for you this Friday"

• "Cyber Monday: one last chance"

• "Your Black Friday cart is still waiting 🛒"

Christmas and Holiday Season (December)

Emotion plays a strong role here. Gift guides and exclusive offers work very well.

• "Your gift ideas are here 🎁"

• "Christmas is coming. Are you ready?"

• "The [Brand] gift guide has arrived"

• "So you don't leave it until the last minute"

• "Give something truly special this year"

• "Final stretch before Christmas 🎅"

• "Guaranteed delivery before the 25th ✅"

• "A gift for you too, [First Name] 😉"

• "Must-have gifts this Christmas"

Valentine's Day (February)

An unconventional tone often works better than the expected romantic one.

• "For you, for them, for both ❤️"

• "Love deserves a beautiful gift"

• "No ideas for the 14th? We can help"

• "A simple gesture that always works wonders"

• "Valentine's Day: this week's favorites 💌"

• "Treating yourself is allowed too 😏"

• "Giving gifts is an art. We'll guide you."

Mother's Day and Father's Day (May/June)

Emails with strong emotional appeal. Practical aspects reassure: gift guide, fast delivery.

• "A gift that truly reflects them"

• "For the most important person in your life 💛"

• "Mother's Day: our best ideas"

• "He deserves a real gift this year"

• "The guide to not getting it wrong 🎯"

• "We'll take care of the rest: choose, we deliver"

• "A gift delivered before Sunday ✅"

Sales (January/July)

Urgency without appearing desperate. Precision and time limits.

• "The sales are here. So are your favorites 🎉"

• "Up to -50%. And it starts now."

• "Sales: 3 days, the best pieces"

• "[First Name], your sale items are waiting"

• "Last day of sales. Don't miss out ⏳"

• "Prices are dropping. Stock is too."

• "What's left, and not for long"

Back to School (August/September)

An often underutilized period, even though purchasing intent is strong.

• "It's back to school. Let's start fresh."

• "Back to school new arrivals: here's our selection ✨"

• "A new beginning deserves a new look"

• "Back to school is for you too"

• "September: essentials to (re)discover"

Halloween (October)

A quirky tone is essential. A brand that takes Halloween too seriously loses all its advantage.

• "We've prepared something scary... 👻"

• "What happens at Halloween stays at your place"

• "Offers to die for (in a good way) 🕷️"

• "Trick or treat? We've chosen for you 🍬"

Spring and Summer (March to August)

Seasonality works well for lifestyle, fashion, and beauty brands.

• "The sun is back. So is your wardrobe ☀️"

• "Your summer routine starts here"

• "Spring collection: what's going to be hot"

• "Summer, prepare for it now"

• "Ready for the beautiful season? 🌸"

4. What to Absolutely Avoid

Even the best subject line can fail if certain words trigger spam filters or immediately diminish your subscriber's trust.

Words to ban from your subject lines: free, urgent, 100% guaranteed, exceptional offer, click now, make money, seen on TV, password, don't miss this opportunity.

Other common mistakes: all caps (it's shouting), too many exclamation points, a vague subject line that says nothing ("Our monthly newsletter"), or a promise in the subject line that isn't fulfilled in the email.

One last piece of advice

The best subject line bank is your own. Systematically test two versions with each send, note what works for your audience, and build your own reference over the months. At The Modern Letter, this is exactly what we do for each brand we work with: subject lines tested, optimized, and adapted to your tone and your customers.