Use language that is unique to you and complements your personality.

Studies show that personalised subject lines can increase open rates by 50%.

Numbers lend credibility to your message. Include a statistic from a survey, a time-saving figure, the discount percentage figure, or the number of steps in your how-to-guide.

• Consider using a question to add interest or promise to show how readers can do something. For example, "Jane, here's how to boost your home's value."

A Yesware study found that email subject lines between one and five words had the highest open rates. A Marketo study found subject lines with about 41 characters or seven words had the most engagement.

Experian found that emojis in the subject line can increase open rates by 45%. But in B2B business or a more formal business, emojis may seem inappropriate.

"You", "your," "yours," and "yourself" make the reader feel more emotionally connected to your business and the message.