The best email subject lines for small businesses are short, personal, and focused on value. Enji recommends keeping them to around 35 characters so they display fully on mobile, leading with the most important words. Personalization (like using a subscriber’s name or relevant detail) can boost opens, and a single well-placed emoji can help you stand out in a crowded inbox. Avoid spam trigger words such as “FREE” or “BUY” that can hurt deliverability. Instead, promise curiosity or a clear benefit your reader will care about. Test different versions to see what resonates most with your audience, because even small tweaks can make a big difference in open rates.
The “Open-Worthy” Subject Line Formula: Short, personal, and worth the click.
Your email subject line is make-or-break for the entire campaign. You could write the most brilliant email in the world, but if no one opens it, it may as well not exist. That’s why Enji treats subject lines as part of your overall strategy—not an afterthought.
The first rule: keep it short. Around 35 characters or less works best for mobile, where most people open emails. But don’t be afraid to go a little longer (up to 50 characters) if you front-load the hook so the most important words show first.
Next, make it personal. Including someone’s first name or referencing their last interaction with you (“Your free guide is here”) can boost opens—if it feels natural and relevant. This is where segmentation pays off.
Emojis can help too—when they fit the context. A single emoji at the start or end (“🍪 Your cookie recipe is ready” or “3 quick tips for tomorrow 📅”) can make your email stand out in a crowded inbox. Overdo it and you risk looking spammy.
Focus on curiosity and value. Instead of “August Newsletter,” try “The 10-minute tweak that doubled sales” or “What I’d change if I started over.” Lead with what your reader gets, not what you’re selling.
Skip spam trigger words like “FREE,” “BUY,” and “ACT NOW.” They’re more likely to get you filtered out before you’re even seen. You can create urgency without using them (“Only 2 days left to register” feels less like a shout and more like a nudge).
Finally, test everything. Even the best advice is audience-dependent. Enji’s A/B testing features let you see exactly which subject lines resonate so you can refine over time.
When you combine brevity, relevance, personality, and testing, you’re not just writing subject lines—you’re opening doors to more conversations, more clicks, and more conversions.
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Stop guessing what to put in your email campaigns and start using proven frameworks that build trust and drive sales. Our marketing strategy and campaign tools help you ensure every email serves your bigger campaign goals. Strategic content always beats random newsletters--every time.
