Don’t Skimp on Subject Lines

Marcus Biggs

By Marcus Biggs

Published February 13, 2019
Updated February 15, 2024


Have an exciting new development at your practice? A new special you'd like to offer? Email is an excellent channel to get the word out.

So you've written your email and scrutinized each sentence. Now you just need to add a subject line. You plug something in and hit the send button.

Wait… it's not that simple.

The subject line of your email is your first impression. A compelling subject line is essential to compete against the countless other emails patients receive each day. If your subject line doesn't scream "open me!", then most likely that content you worked so hard on will go straight to the trash folder.

Now, there's no magical, predefined formula to craft the "perfect" subject line. However, here are a few tips to keep in mind:

  • Keep it short and sweet
  • Tell them what's inside
  • Avoid medical jargon
  • Use action-oriented verbs
  • Make people feel special
  • Ask a question

Also, before hitting send, run your subject line through an online tool like this. Just enter your subject line and the tool will provide a score and suggestions for improvement.