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Keep subjects short (~35 characters), natural case, no emojis, no sales words. The goal is to get the recipient to open the email — invoke curiosity.

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Patterns to test

  • Curiosity: firstName`, odd question` | `quick roof note` | `noticed something at `street
  • Personalized: firstName`, quick question` | `Question about `property
  • Short: roof plan? | winter prep | “firstName, quick one
  • Connection: Found you via source | `Working with managers in `city
  • Useful: reduce roof costs | prevent leak season
Curiosity-driven subject lines tend to produce the highest open rates. Lead with something that makes the recipient want to find out more.

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Safety checks

  • Avoid ALL CAPS, punctuation spam, and words like “free/discount/sale”
  • Do not use links or tracking in Email 1
  • Test one variable at a time and let each run to 50–100 sends

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Length & personalization

  • Aim for ~35 characters so it fits on mobile and stays scannable
  • Use light tokens where available: firstName, street, company, city
  • Focus on an outcome or pain (e.g., leak prevention, winter prep)