The how-to of writing subject lines – or: You were not hired to watch your messages suffer and die while you discuss things in a committee
Friday, October 31st, 2003
A bad subject line kills an e-mail. A long subject line, including those it’s-an-all-in-one-email, as is high fashion these days, causes a slow death to the real message. Later on, the email will be impossible or time-craving to locate.
Misinterpretations, annoyances or terribly long subject lines will not get a message out as intended. A complicated message written entirely in the subject line is making your right arm into a pair of golf shoes faster than small-town gossip, quicker than you can say psychiatrist, faster than a minnow swims a dipper, quicker than light data transmission and even faster than the speed … of fright.
Anything above this line is nonsense
So, based on common sense, a report on the matter, experience and wild guessing, I give you: The how-to of writing subject lines. Please add by comment.
- Make your subject line as short and simple as possible
- Preserve the “RE:” and “FW:” tags when replying or forwarding
- Include as many keywords relevant for the message as possible
(Makes your email searchable)
- Use commas
- Use colons
- Use parenthesises, round and square brackets
- Spend the extra second it takes
- Spend another
- If applicable, sum up the mail’s conclusion in three to five words
A webword report on email subject lines (Full report available as PDF)
oid884

When I saw this message (in Illustrator 9) I immediately looked away. Of course. It says it can’t save my two hours of work. I began looking for a 220 Volt battery and a taxi to the print shop. But, hey, I thought, while waiting for the car I might as well search their support site.

This image shows why.
According to The Observer, the British people borrow, buy, and possibly steal, more books than any country on earth. With this in mind, a top 100 comes quite naturally. No, wait, make that more than one top 100. The Observer got tired of waiting for BBC’s results from the