What Makes People Open Emails? The Science of Subject Lines That Get Clicked

1. Curiosity Sells 

Subject lines that tease, hint, or surprise tend to perform better than those that tell the whole story. Why? Because humans are naturally wired to seek answers. When a subject line leaves a gap in understanding, it sparks curiosity, and that click becomes almost irresistible.

Examples:

2. Get Personal (Like, Really Personal)

Personalization goes beyond just using a first name. When your emails sound like they were written for a real person in a real place—say, Vadodara—they feel more relevant and familiar. This emotional connection often leads to higher open rates and better engagement.

Examples:

3. Create Urgency—Without the Panic

Urgency works, but only when it feels sincere. Over-the-top pressure tactics can scare people away. Instead, use soft urgency to convey a sense of timeliness, rather than tension. This approach helps your emails feel helpful rather than aggressive.

Examples:

4. Say What You Mean

Simplicity is underrated. While clever wordplay can be fun, clarity always wins in crowded inboxes. If your audience doesn’t get the message immediately, they’ll scroll past. Make every word count and every subject line easy to grasp at a glance.

Examples:

5. Test It Like You Mean It

There’s no universal formula for a perfect subject line. What resonates with fashion lovers in Karelibaug might not connect with wellness shoppers in Vasna. That’s where A/B testing comes in; helping you learn what works for your audience.

Here’s what we test at Bestow:

6. Match Subject Lines with Preview Text

The preview text—the line that appears next to or below the subject—is your second shot at engagement. Together, the subject and preview should create a cohesive, clickable story. Don’t waste this space; use it to support the hook and set expectations.

Examples:

7. Timing Isn’t Everything—But It’s Close

Even the best subject line won’t work if it lands at the wrong time. Send times should match your audience’s routine and mindset. A thoughtful email at the right hour can boost opens dramatically, especially when optimized by location and industry.

What works for Vadodara-based brands:

8. Avoid the Spam Triggers

Spam filters are ruthless, and once you’re flagged, it’s tough to recover. Avoid aggressive tactics that scream “promotional” and instead focus on human, brand-aligned messaging. Energy and excitement don’t require caps lock or gimmicky words.

Avoid in subject lines:

9. Segment Your Audience

Not every email should go to everyone. Segmenting your list enables you to craft subject lines that resonate directly with an individual’s buying behavior, location, or stage in the purchasing journey. Specificity creates connection, and connection drives action.

Segmentation ideas:

10. Let Your Brand Voice Shine

A subject line isn’t just a prompt—it’s a tone-setter. If your brand is fun, polished, bold, or minimal, let that shine through even in nine words. Consistency fosters recognition, and recognition in turn fosters loyalty. Make your subject lines sound like you.

Examples by brand tone:

Bonus Tip: Subject Line Ideas With a Local Twist

When you blend cultural cues, local flavor, and a dash of personalization, subject lines suddenly feel warmer, closer, and way more clickable. Vadodara is full of moments you can tap into:

seasonal festivals, shopping spots, food habits, and even neighborhood pride. The trick is to make your emails feel like they belong in someone’s inbox, not like they barged in uninvited.

Whether you're marketing fashion, beauty, food, or lifestyle products, these locally inspired subject lines can spark instant recognition and interest.

Fashion brands:

Beauty and skincare brands:

Cafés or food businesses:

D2C and lifestyle products:

Localized email copy doesn’t just drive opens; it drives belonging. And that connection is what turns one-time buyers into repeat fans.