Healthcare Email Subject Lines: Best Practices and Examples

You have one line. Use it well.

We know what it’s like: You pour your heart and soul into writing the perfect email, but run out of time toward the end and slap on a “good enough” subject line as an afterthought.

You wouldn’t be the first (or last) person to do it, but — we say this with love — it’s still backward thinking.

That subject line may be the most important part of your email. If it isn’t strong enough to convince a reader to open your message, then all that hard work was in vain.

So, how do you write a line that earns a reader’s interest? We’re glad you asked.

Related: Learn how to increase your email open rate.

8 best practices for writing email subject lines

Email marketing best practices aren’t that different from website or social media best practices. Know what’s important to your audience, write clearly, and get the value across quickly.

Writing effective subject lines isn’t a cakewalk, but think of it as a dance that gets easier when you know the steps. Here are the basic moves.

1. Make your subject line the right length

What’s the ideal email subject line length? Your subject line should be no more than 40-50 characters. And we recommend aiming for about 7 words — that’s the sweet spot.

But keep in mind that readers may see only half that on mobile devices. So, frontload the subject line with the important information. For example, “HealthWalk: This Sunday! With [Your Organization Name]” covers the “what and when” in just the first 25 characters.

Think of it this way: Words are money — spend them sparingly.

2. Say their name (occasionally)

Should you personalize your subject lines with the recipient’s name? Yes, but not too often.

Some studies show that email users are more likely to click an email with a personalized subject line. So give it a try and see what works for your audience, but don’t overdo it.

It’s like being called “Mommy” or “Daddy” for the first time (so exciting!) vs. the millionth time (“Please let me go to the bathroom in peace”). And aside from being annoying, brands that overuse the Name tag can come off a little creepy.

3. Be clear about what’s inside the email

Be honest and direct about what your email holds inside. Only promise what you can deliver. If your subject line reads, “Free offer for James,” follow through with that promise and give James what he opened the email for.

Clickbaity subject lines always come back to bite the sender. Maybe not immediately, but lost trust from readers will rear its ugly head over time.

4. Get creative with text elements

Let’s bust some myths:

• Emojis won’t ruin your credibility, when chosen well.
• Numbers aren’t overused in subject lines.
• Using all caps doesn’t always indicate screaming.
• You don’t need to avoid exclamation marks at all costs.
• Brackets don’t look ugly when they’re used for a purpose.

These elements give readers a breath of fresh air — and can sometimes prompt a click. The key is intentionality and restraint, with a dash of experimentation.

5. Incorporate urgency in your subject line

If your email is time-sensitive, mention that in the subject line. Some examples:

• “Response needed by EOD 6/14”
• “Mark your calendar — marketing webinar 2/25”
• “Register today to reserve your spot!”

Nix the flowery or humorous intro and just cut to the chase.

6. Edit and quality assure

Your subject line is your first impression on your readers. Make sure it’s professional and builds your brand’s credibility.

• Check for spelling and grammar errors, just as you would in your email.
• Make sure any personalization elements are tagged correctly.
• Ensure that you’re following your style guide

Q: Should marketing email subject lines be capitalized?
A: Refer back to your style guide.
The Associated Press (AP) style recommends title case for subject lines. But many brands (us included) have ditched the formality of title case for a more casual, easier-to-read sentence case. It’s up to your preference. Just be consistent about it.

7. Make your subject line specific

Consider your audience, what they want, and how you can help them. Then, incorporate keywords and phrases describing those things in your subject line.

• If you’re emailing a newsletter, the subject line should include an interesting snippet from an article, not “May Newsletter.”
• If it’s an announcement, event, or activity, include the relevant details.
• If it’s a sales or marketing campaign, don’t just say, “New service announced at Our Company” or “Save money at Big Name Organization.” Tell them the “what” or “how.”

8. Test. Everything.

A lot of this advice relies on knowing what your audience wants and what they respond to. But how do you know?

A/B test two different versions of your subject lines. It can help you see whether tactics like emojis, varied punctuation, specific phrasing, content format, and personalization make a marked difference in audience engagement. Just don’t change everything at once. Focus on one variable at a time.

Healthcare email subject lines examples

How do these email subject line tips translate into practice for hospitals and health systems? Here are some examples:

• “Tasha, here’s your monthly reminder”
• “5 tips for managing arthritis”
• “This Saturday: Free bike safety clinic”
• “Prepping for colonoscopy: A step-by-step guide”

As you can see, the best healthcare email subject lines are often the simplest. So don’t overthink it.

Need support writing your emails? We’re in your corner.

Explore email marketing services