Do clever or straightforward subject lines receive better open rates?

Data shows that straightforward email subject lines outperform the clever ones for open and click-through rates.

The subject line of your email can either make or break the perfect email pitch, and whether or not your message is opened. With millions of pitches sent to journalists daily, standing out is crucial. But should your subject line be clever enough to grab attention or straightforward enough to clearly convey your pitch?

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A recent analysis of 14 million email pitches reveals the most successful and effective practices for e-pitching, as well as a few surprises.

The Data on Subject Line Performance

The report analyzed subject lines over 12 months, tracking open rates, click-through rates, and responses. Some data sets were common sense: Capitalization (all caps) made no difference in results and subject line length mattered less than previously thought — some long subject lines (even up to 46 words) performed well when relevant and clear. 

The most important factors were:

1. Timeliness: Subjects highlighting something new or timely, using words like “launch,” “premiere,” or “advance,” garnered high open rates. These tapped into journalists’ constant hunt for the latest news.
2. Storytelling: Subjects sparking curiosity through storytelling elements enticed opens. Using a narrative hook made the pitch more intriguing than a basic announcement.
3. Brand Recognition: Well-known brands prominently featured in the subject line scored more opens when targeted correctly to relevant media. Journalists recognize brands in their beat.
4. Localization: Tailoring pitches to specific local media outlets or journalists increases relevance and drives engagement. Local angles make national stories more appealing.

What might surprise you, however, is how well simplicity performs compared to classic wordplay. While something clever might seem engaging, the analysis showed clear and direct subject lines performed better overall. As counterintuitive as it seems to PR pros who spend significant time wordsmithing catchy subjects, unvarnished clarity beats attempts at cuteness. Journalists value transparency into what a pitch is about rather than trying to decipher flashy but opaque subject lines.

Templates for Subject Line Success

Beyond one-off subject lines, the report also analyzed patterns used by top performers over time. Successful approaches included:

• Segmenting media lists and then customizing subject lines for each tier
• Going niche by leading with specialty brand names recognized in that space  
• Highlighting timely news events related to evergreen brand info
• Explicitly stating the content of the ask (“Story on...,” “Interview about...”)

The takeaway for subject lines is to know your media outlets and what matters to them. Lead with the most compelling and timely element first, stated clearly. While a clever play on words seems spicy, straightforward sells better to busy journalists. Respect their time, and they’ll be more likely to open, read, and respond.

So, in the battle of clever versus clear subject lines, the unanimous data-backed winner is...straightforward. Use your creativity to craft targeted pitches instead of quippy subjects. That will produce a clever result — more journalist engagement.

For more information on how we can elevate your PR strategy, read Axia Public Relations’ e-book "Learn Media Relations from the Media” for more insider tips on best practices for pitching the media and earning media coverage.

Photo by Tima Miroshnichenko