Subject lines determine whether your message gets opened immediately or buried in your client's inbox. Here's how to write them well.
Subject Line Principles
- Be specific - "Case Update" is too vague
- Lead with action if needed
- Include relevant dates when applicable
- Keep it under 50 characters
Good vs. Bad Examples
Status Updates
- ❌ "Update"
- ✅ "Your demand letter was sent today"
Action Required
- ❌ "Please respond"
- ✅ "Action needed: Sign authorization by Friday"
Appointments
- ❌ "Reminder"
- ✅ "Reminder: Deposition tomorrow at 10 AM"
Templates by Message Type
- Status: "[Stage] Update: [Brief detail]"
- Action: "Action needed: [What] by [When]"
- Reminder: "Reminder: [Event] on [Date]"
- Question: "Quick question about [Topic]"
- Good news: "[Positive outcome]: [Brief detail]"
Searchability
Remember that clients search their messages. Good subject lines help them find important information later.