Clickable Subjects

How to increase your open rate

When it comes to online fundraising, your email subject line has the power to make or break an appeal. Just a few words will determine whether your email gets opened, therefore it is critical to get your subject right. Today we offer you some tips for creating ‘Clickable’ subject lines.

Remember that the sole purpose of the subject line is to sell opening your email
That’s it. You don’t need to summarise the content of the email or reveal your reason for contacting. You just need to get the recipient to click through.

Create a sense of urgency or FOMO
When viewing our inbox, we subconsciously rank and assess the emails to decide what is worthy of our time and attention. Therefore, a subject line with a sense of urgency, or one that creates a fear of missing out (FOMO) is more likely to get the immediate attention of your recipient.

Choose your words carefully
There have been numerous studies in recent years that look into positive and negative response to words commonly used in fundraising email subject lines. It is definitely worth looking into words you should avoid, particularly ones that may trigger spam filters and prevent your email from even being delivered.

Count Your Characters
A study last year conducted by Email Sherpa analysed the open rates of nearly 10 million emails. They revealed that subject lines with between 61 and 70 characters were the most successful. This is actually longer than previous best practice of under 50 characters would suggest.

Don’t leave it to the last minute
The email subject line is so critical to the success of your online engagement that you should spend as much time and effort writing it as writing the body of the email.

Make a shortlist
Write at least 5 different subject lines and run them past a few people from your team, volunteer or inner circle of donors. You may also wish to segment your email list and try different subject lines to see which gets the best response.

Entering the world on online engagement can be daunting for the uninitiated, but never fear, OKP is here to point you in the right direction. We are currently helping a number of clients expand their opportunities through online fundraising.


Are you looking to grow your fundraising income in 2018 and beyond?
OKP can help your organisation with:

Online Campaigns

Philanthropic Services

Fundraising Strategies

And much more…


For more information please call on 1300 721 799 or email


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