An email lives or dies by its subject line.
You could have the sharpest copy and a beautifully designed template, but if the subject line does not earn the open, none of it matters.
Inboxes are crowded, especially for customers of Shopify brands competing during peak seasons like BFCM or holidays.
And subject lines act as the gatekeepers.
That means almost half your potential sales hinge on those 5-8 words. Weak subject lines bury your campaigns. Strong ones lift your deliverability, click-through rates, and ultimately revenue.
So why not make the most out of them?
What Makes a Great E-Commerce Email Subject Line?
A great subject line balances two elements: clarity and curiosity.
Too much clarity (“Weekly Newsletter #17”) and you sound robotic.
Too much curiosity (“You won’t believe this…”) and you lose trust.
The sweet spot is where the subject line tells readers what they will get while making them curious enough to click.
Here are the email subject line elements that consistently drive opens for e-commerce brands:
- Relevance: The subject line addresses the recipient’s needs directly. Include clear and personalized benefits.
- Specificity: Numbers, product names, percentages, and deadlines perform better than vague hype. Example: “3 skincare minis free with your order today for the next 24 hours.”
- Urgency (without spam): Deadlines, limited stock, or seasonal moments prompt faster opens. Example: “Ends tonight: 20% off all candles.”
- Personalization: Use names, locations, purchase history, or other personalized details in a natural and engaging way. Example: “Lucy, your cart is almost sold out.” A subject line that speaks to everyone will resonate with no one.
- Tone that matches the brand: A playful subject line from a minimalist brand will feel off. Consistency builds trust and recognition, especially with email newsletters.
- Power words: Even if you are using a tool to write your subject line, ensure that it includes emotional statements and bold claims, and not just robotic language. Power words that trigger FOMO or urgency will lead to opens.
- Questions or claims: Your subject line is not the place to include plain information. Either ask open-ended questions that pique curiosity or make bold and exciting claims.
Email subject line statistics indicate that 47% of email recipients decide to open an email based on the subject line, while 69% report the email as spam due to the subject line.
Given this trend, you need to get it right.
33+ E-Commerce Email Subject Lines From Shopify Brands
We scoured over 500 e-commerce emails across various niches to provide you with an idea of how to frame your email subject lines. Bookmark these and adapt them to your brand voice when you feel you are running out of ideas:
Welcome Email Subject Lines
The goal is to be warm and inviting. Here are some examples
Abandoned Cart Email Subject Lines
Don’t forget to give a discount or some kind of incentive to the customer and mention it in the subject line for abandoned cart emails (or at least in the preview):
- “Let your cart grow roots!” - Rainn → Connects to the brand’s focus on the environment
- “Did you forget, Mel?” - PawSafe → Mentions customer name + asks a question
- “Come back….for 20%” - Bruvi → Includes incentive
- “Your picks are waiting; finish checking out!” - Kosas → Generates curiosity
- “Don’t leave us hanging!” - Kirrin Finch → Generates FOMO
Promotional and Sale Email Subject Lines
Remember to include specific numbers (especially odd numbers, such as the one Graza uses in the list below) in the subject line itself. A shopper is unlikely to open the email just to find out how much the discount is or how long the sale lasts.
You need to present that information in the subject line itself.
- “12 hours only ✨40% off” - Glow Recipe → Mentions deadline + clear discount
- “Final hours to save on pet wellness” - Honest Paws → Induces urgency
- “🌟 30% off 🌟 select foundation starts today!” - Sephora → Mentions product + discount
- “20.74% OFF!! Woohoo!!” - Graza → Mentions odd eye-catching discount
- “🛒 Free Shipping Ends Today” - Honest Paws → Mentions benefit + deadline
Loyalty/Exclusivity Email Subject Lines
If the email is related to exclusive access or a loyalty program, include “insider” language that reflects how special the club is:
- “Welcome to Club Glow 💖” - Glow Recipe → Welcoming vibe
- “Hey Insider, welcome to the list!” - Ace & Tate → Vibe of exclusivity
- “You are in THE club 💖” - Milani Cosmetics → Vibe of exclusivity
- “Don’t tell anyone…But it’s 50% off 👀 🤭” - Miss LOLA → Vibe of exclusivity + discount
Seasonal Email Subject Lines
With seasons and holidays, you can rely on puns and celebratory quotes mixed with your brand voice to create persuasive subject lines:
- “Spooky season, killer deals 🔪💸” - Miss LOLA → Play on Halloween words
- “Major 4th of July Sleep Deals Just Landed” - Sleep Doctor → Leverages holiday-related deals
- “Ho ho ho, A” - Death Wish Coffee → Simple Christmas energy
- “Trick or treat for your pup” - Walkee Paws → Emotional intent mixed with Halloween
Product Announcement Email Subject Lines
“Product launch” is not the most engaging approach. Inject some excitement and personable language while introducing a new product.
For instance:
- “A new waistband just joined the fam 🫶” - Blogilates → Introduces customer base as a family
- “It’s here: 310 Hydrate Tangerine” - 310 Nutrition → Builds curiosity
- “Say hello to butter skin 💛” - The Beauty Crop → Conversational + identifies product benefit
- “These are too good not to share” - Team cocokind → Induces FOMO
- “The fall lineup 🌿” - Milani Cosmetics → Elegant seasonal drop
Product Differentiation Email Subject Lines
If you want the subject line to capture how your Shopify brand is the best in the industry, use comparative power words that help you stand out.
For example:
- “Discover the Brightland difference” - Brightland → Power word: difference
- “See why we’re best in bed” - Brooklinen → Power word: best
- “We are more than just a multivitamin” - Ritual → Power word: “more than just…”
Re-Engagement Email Subject Lines
And finally, if you are trying to bring back dormant customers, a combination of new product announcements, differentiation emails, and the following can help, all of which induce longing:
- “Miss Me? 😥” - Skinnydip London
- “We hate goodbyes….” - Delani Jewelry
- “Got a minute?” - Uber Eats
Mood-Based Shopify Email Subject Lines
Curiosity? Shock? Happiness? Tap into emotions like these with concise but impactful subject lines such as:
Example: “This is unacceptable” (By PawSafe, a dog accessories brand)
Why it works: The email leverages the emotion of disdain in the subject line by talking about faulty trash bags for dog walks while introducing the benefits of their trash bags (along with a sweet discount)
Other examples
- Playful: “Which flavor is in your stars?” (F&B, lip products, etc.)
- Authoritative: “Caution for [target audience]
- Apologetic: “Oops…we forgot something!”
- Confidence: “We are not like other [product category]”
- Secretive: “Shhhh….did you know? 🤭”
Did you notice something? The email subject lines for the e-commerce emails mentioned above have a maximum of 1-2 emojis.
Spamming emojis in your subject lines will trigger spam filters, so only pick 1-2 relevant ones.
Marketing Email Subject Line Blueprints: Frameworks You Can Steal
With the above brand examples as inspiration, you can distill your email subject lines into the following blueprints and frameworks:
Regardless of the combination you choose, the goal is to engage those on your email list. You can mix and match the above with your email templates to create persuasive subject lines that avoid triggering spam filters.
Reduce time spent on email writing with PushOwl’s AI-Email generator
Testing and Optimizing E-Commerce Email Subject Lines
Writing a strong subject line is only half the job. The real work lies in testing, learning, and refining. What hooks one audience segment may flop with another, and the only way to know is to test systematically.
A/B testing is the simplest, most reliable way to determine which subject line resonates. Here’s how to do it:
- Choose one variable at a time: Do not test three things at once. Keep your variations focused. For example, urgency vs. no urgency, emoji vs. no emoji.
- Segment your audience: Most email platforms, including PushOwl’s email feature, allow you to segment your email list automatically. This ensures your test is not skewed by geography, device, or behavior.
- Send, measure, then scale: Once you have a clear winner (higher open rates), roll it out to the rest of your list. Over time, you will build a library of “what works” for your brand.
Pro tip: Always test at least twice before assuming a pattern. One-off wins can be flukes caused by timing or external events.
Email Subject Line Metrics To Track
Subject line performance isn’t just about open rates anymore, especially with Apple’s Mail Privacy Protection affecting accuracy. Here’s what to measure:
Think beyond vanity metrics: your goal is subject lines that move the needle on revenue, not just clicks.
How To Not Trigger Spam Filters
Even the most creative subject line can land in spam if you are not careful. Certain words (“free!!!,” “100% guaranteed,” “urgent offer”) are red flags for filters. To avoid this:
- Use spam-check tools: Services like Mail-Tester, GlockApps, or built-in filters in email platforms flag risky words and formatting.
- Watch your symbols and emojis: A single emoji can add personality; three in a row look like spam.
- Balance text with reputation: A brand with good email sending practices can get away with more playful language than a sender with a poor deliverability history.
- Use the same email address: Let your customer associate your brand with a singular address rather than receiving emails from a dozen different ones.
Checking subject lines against spam triggers before hitting send is a quick safeguard to protect the ROI of your campaigns.
Best Practices for High-Performing Email Subject Lines
Email marketing experts make sure of the following while writing subject lines that convert:
Avoiding Salesy Terms
Some words are known to trigger spam filters, especially those that sound overly promotional or deceptive. Avoid using terms like “free,” “offer,” “money,” “cash,” “reward,” “win,” “lottery,” or “jackpot.”
Even if your offer is genuine, these words can cause your email to be sent straight to the spam folder. Instead, focus on describing value or urgency in a way that feels natural and credible.
Like “complimentary,” “exclusive access,” or “limited-time deal.”
Formatting Tips
Keep this 3-rule formatting checklist in mind:
Balancing Clickbait with Safety
The best e-commerce email subject lines are intriguing without being misleading.
The goal is to intrigue without misleading. A good subject line should make readers curious and confident they’ll get what’s promised once they click.
“Clickbaity subject lines can have massive click-through rates (email open rates), but they trigger spam filters. Which means emails may start landing in spam/promotional tabs,” the PushOwl sales team cautions Shopify clients.
How do you balance the two? Beyond ensuring that the subject line is not full of spammy terms, ensure that the subject line accurately represents the email's content. For example, if the subject line talks about a grand surprise, the email body needs to include more than a paltry 5% discount.
Timing and context matter too. A playful subject line might land well during a holiday campaign, but feel out of place in a regular product update.
Maintain a consistent tone with your brand’s voice and the email’s purpose.
Write Powerful Email Subject Lines With PushOwl
Subject lines can be the difference between an engaged customer and a quick unsubscribe. PushOwl clients use multiple tools, including Smart Delivery (personalized sending times for each recipient), AI email generators, and systematic email campaign management to ensure that your email subject lines have all the support they need!
