Write Eye-Catching Subject Lines



Here at ABIA, we’ve always been advocates for keeping things simple between sender and recipient.

If your emails and subject lines are consistently good, on-brand, and offer value to your audience, there should be no need for tricks and “salesly” type tactics.

While the internet is littered with information on how to write the best subject line, here are a few important considerations that should capture the attention of couples;



1. Personalisation works

They say a person’s favorite word is their own name, and it’s true. Adding a recipient's name to a subject line is an immediate focal point and makes opening the email irresistible. You can even take it one step further by adding the recipient's wedding date or by mentioning the ABIA BAG Competition (Couples want to be winners after all).  

Personalisation doesn’t always have to be the recipient’s name; another strategy may be to use location-specific offers or interest targeting. Examples Below:


  • Let's talk about Jane’s wedding on June 21st, 2022

  • Jane, meet Melbourne’s best wedding videographer

  • Jane, do you need a Bridal Hair Stylist?



2. Offer advice or solutions

When your subject speaks to exactly what wedding couples want right now, they won’t be able to keep themselves from opening your email.

Headlines that include “How To” or "Top 3 Tips for [categoryname]" are immediately more valuable.

Try and include the most important terms (that are wedding-related) at the beginning of the subject line. 

  • Jane, 5 Bridal Make-up tips you must know before your wedding day

  • 3 Wedding Secrets to feel your most gorgeous!

  • How to get Wedding Guests dancing all night!

  • 6 Most Popular Weddings Songs Right Now!


Deliver on the promise of your subject.  If you promise advice or tips, you must follow through and deliver that content in your email or you’ll destroy your chances of making a booking. 

Focus on the benefit your couple wants, not the benefit for you.  Your email subject won’t be nearly as effective if you don’t nail the benefit.  For example, How to Hire a Wedding Photographer is an okay subject, but couples don’t really WANT to hire a wedding photographer; they HAVE to hire one to get what they really want…gorgeous photos.  How to Get Gorgeous Wedding Photos Without Spending a Fortune is much more compelling.



3. Emojis work but don't overdo it. 

Using emojis can liven up your emails and make them stand out in a crowded inbox, but we recommend that you should use no more than one emoji in your subject line.

Emojis are a great way to complement or supplement your text but they shouldn’t replace content, so make sure that your subject line says everything you want it to say.

  • ๐Ÿ’– 2022 Popular Wedding Styling Trends for Jane

  • ๐Ÿ’ Want a Free Celebrant Upgrade? 

  • ๐Ÿƒ Having a Spring Wedding Jane? We have something for you! 



4. Mention your Special Offer or Giveaway. 

Stand out from the crowd by offering your unique giveaway or promotion.


  • ๐ŸŽถJane, claim your premium wedding upgrade: award-winning live music. 

  • โ˜€๏ธYour Free Honeymoon Accommodation awaits

  • ๐Ÿ’ Free Upgrade: Chauffeured Luxury Wedding Car Service.



Pro Tip 1: A/B Test Your Subject Lines

Take a subset of your prospect list, ensuring it hits a minimum of 50-100 emails to achieve statistical significance. Then split the list into two subgroups. Now send these subgroups an email with the same content, but with different subject lines.

After collecting results, you should choose the subject line that yields a higher open rate to send to the rest of your list.


Pro Tip 2

Put a Personal Name in the “From” field. Keep your “from” section professional and consistent for business subject lines.

This isn’t this place for an amateur approach– with so much spam out there, users want to see that you are a legitimate and trusted source. Most business emails put their brand name in the “from” field or go with something along the lines of “John Smith from Wedding Business”; the perfect blend of a personal touch with professionalism. 



Check out more helpful tips on Subject Lines below;

Hubspot - How to Write a Great Subject Line

MailChimp – Best Practise for Good Subject Lines


For extra support, follow these Mailchimp Tutorial Links: