If you’re like me, you’ve probably scanned through a massive wall of safelist emails at lightning speed, barely noticing most of them. But then—boom—one jumps out. Not because it’s brilliantly written. Sometimes it’s just… different.
That’s the power of the subject line.
Let’s talk about what makes a subject line pop in a sea of sameness, and how to make yours the one that actually gets clicked.
Why Some Subject Lines Stand Out
We’re not reading subject lines. We’re scanning.
According to eye-tracking research, our brains latch onto anything that breaks a visual pattern. In a list of plain-text subjects, your eye will catch:
- Emojis
- Numbers (especially odd ones)
- Capital letters or inconsistent casing
- Symbols like $, %, ?, or !
Even if your brain doesn’t process the words, the shape of the subject stands out. That pause—however brief—is your chance to grab attention.
Visual Triggers That Work
In my own safelist browsing, emojis grab me first. Then maybe brackets, a weird symbol, or just a strange formatting choice.
That’s not to say every subject needs emojis. In fact, I avoid them sometimes because not all mailers support them. But when I know they do? I use them. They work.
My Subject Line Writing Strategy
I usually start with curiosity. Can I make someone wonder what’s on the other side of the click?
Sometimes I build an entire email around a great subject line. Other times, I finish a strong email and brainstorm several subjects to test. Either way, I try to use numbers, urgency, and intrigue—anything that breaks the pattern and makes people curious.
Here’s a few formats I return to:
- “What happens if you click this?”
- “7 mistakes I made this week (don’t repeat them)”
- “[FREE] Ad traffic for lazy marketers”
Should You Use the Same Subject Everywhere?
I usually do. It’s easier, and I like to keep things consistent. But not every safelist supports emojis or formatting. So technically, you could test different versions depending on the mailer.
If I had more time, I’d tailor subject lines to the platform. But for now, I just try to create one solid subject that works universally.
Final Thoughts
Your subject line is your first—and maybe only—chance to get attention.
Make it weird. Make it punchy. Make them curious. Don’t worry about being elegant—worry about being seen.
Want more tips on writing great safelist emails? Check out Top 5 Safelist Marketing Mistakes and How to Avoid Them