Write a subject line that reflects the goals
Write a subject line that reflects the goals you have for the e‑mail as well as the content:
InformDescribe the central message in a few words. Choose key words the reader will understand immediately. If you are responding to a request, include the key words the requester used.
Generate action or stop action
If feasible, state the action that must begin or must stop in the subject line. Word it so the reader is aware of the action. One company has adopted the convention of writing ACTION REQUIRED, then the subject of the e‑mail. That lets the reader know that he or she must read this e‑mail to learn what the action is and when it must begin or stop.
Provide reference material
The reader will have to retrieve this e‑mail later. Make sure the first key word is one the reader might think of when looking through an alphabetical list of e‑mail messages. For the rest of the subject line, write a succinct statement of the reference content using words you believe the reader will use when the need for the contents arises so he or she can locate them.
Persuade
If you want to persuade or have the reader respond to an appeal, the subject of the e‑mail may reflect what is in the subject that is of interest to the reader, or benefits the reader will receive if the results of the e‑mail come about. The decision, action, or belief that is the subject of the e‑mail may not be presented until later in the e‑mail, after you have built your case.
Convey the importance of the message
If the contents are very important or have a time constraint, consider stating that in the subject line: "IMPORTANT - Results of the test." "RESPONSE NEEDED BY 5:00 TODAY."
Use such appeals infrequently. If you use them regularly, people will learn to disregard them when they come from you.
Write a subject line that meets the reader's needs
If you have the option to do so, word the subject as a benefit to the reader. You don't own your e‑mail messages; your readers do. You just set up the e‑mail message for them.
If you are responding to a request from the reader, use the reader's request in the subject line: "The Ferndale data you requested."
Coming up with a successful subject line
If coming up with a clear subject line at the beginning is difficult, write your message first and then summarize the content succinctly in one appropriate subject line.
Length and format
Since most e‑mails are brief, subject lines can be two to five
words. Include the key words among the first three words.
You do not need full sentences.
Occasionally, you might capitalize a word for emphasis, but do so sparingly. Do capitalize words that normally should be capitalized, such as "I" for yourself. You may choose to capitalize words as you would in a title, or write the subject line with only the first word capitalized.
Make sure your grammar and spelling are correct.
If you're combining two completely unique ideas, it is appropriate to use a combiner (and, &, ;, or +) to join them. For example, a subject line such
as "Meeting Date + Project Guidelines" tells the reader
what the message will contain with a minimal number of words.
Example subject lines
The
following are all examples of good subject lines:
Project Information
Jane Smith interview confirmation
Ideas for the new project
Outline for Tuesday's meeting & minutes
Meeting January 10 - Attendance Required
I need your ideas for recruiting
Example
To see examples of subject lines that are inappropriate for an e‑mail and revisions that improve them, click on the "Example" button below. The information will appear in a new window. Close the new window when you're finished looking at the examples.