Subject Line Do’s and Don’ts to Get Your Audience Engaged

The Key to Email Open Rate Success

In your inbox, you see familiar brands every day—constant reminders of businesses promoting their products. But what makes someone open one email over another? Some companies have strong brand power, where trust is already built, making customers eager to learn more. For others, success comes from using descriptive, compelling language rather than simply telling?customers what they’ll receive. The right approach can lead to higher open rates, regardless of the message.

Success in email marketing comes in many ways, but it all starts with a click to open. A good subject line isn’t everything, it needs a strong preview text?to support it. Give the customer something valuable. When these elements align, your open rates will rise.

At Virgen, we’ve gathered years of client data to outline some best practices for email subject lines—specifically for eCommerce and online stores.

Ecommerce and Online Stores: Subject Line Best Practices

1. PRODUCT SALES

Sales are what buyers want to hear. Over 65% of an online store’s total revenue comes from promotions—whether it’s Holiday Sales, Black Friday Deals,?or daily discounts. Since these events dominate the marketplace, how can you stand out and ensure your email is being viewed by your customers?

Main challenge: The word “Sale”?is a spam trigger across all major email providers. While not every email containing “sale” will go to spam, whyec take the risk?

Through data-driven insights, we’ve found three ways to increase open rates while promoting sales effectively.

2. INTEREST – Describe What’s on Sale

Instead of simply announcing a sale, highlight specific products?to create excitement.

??Ineffective Subject Line & Preview Text:

SL:?Weekend Sale.

PT:?Don’t miss out on another great deal!

???Effective Subject Line & Preview Text:

SL:?New Blankets, Pillows & More on Sale This Weekend!

PT:?Mary Kate and Tilma's perfect bedding sets to upgrade your bedroom…

3. URGENCY – Create a Sense of Urgency

No matter how often you run a sale, make customers feel like they can’t miss this one.

??Ineffective Subject Line & Preview Text:

SL:?Get ready for our weekend sale.

PT:?Check out our new line of fishing hooks, rods, and reels.

???Effective Subject Line & Preview Text:

SL:?This Weekend Only: Our Annual 30% Off Veterans Sale!

PT:?FLASH SALE on all fishing gear, including hooks, rods, and…

4. REASON – Define the Sale Clearly

Customers want specifics—is it Buy One Get One (BOGO)??A sitewide discount??The more details you provide, the more they’ll consider what they can save.

??Ineffective Subject Line & Preview Text:

SL:?Your Black Friday Sale is here!

PT:?Sales on bikes, scooters, and skateboards.

???Effective Subject Line & Preview Text:

SL:?Our Annual Black Friday Deals You Can’t Miss!

PT:?Enjoy up to 50% off bikes, scooters, and skateboards you love…

Final Thoughts on Open Rate Success

The key ingredient?to higher open rates is information—how you present it matters.

If you’re not already incorporating interest, urgency, and reason?into your subject lines, you’re missing out on simple ways to boost customer engagement..

One of the best tools at your disposal? A/B testing in your email marketing CRM. Instead of overhauling your entire strategy, test your current?subject lines against these new best practices—and watch your open rates rise.

For now, just sit back, hit send, and let the data speak for itself.