The email subject lines that used to convert (even modestly) no longer do.

You already know this intuitively.

Take a look at your open rates over the last 12 months. Even if you haven’t made any meaningful changes to your writing, you’ll likely note some sort of decline in opens.

Emojis have oversaturated the inbox since the early 2020s.

Personalization is hitting its effectiveness threshold.

Preheader text has been replaced by AI-generated snippets. If your audience doesn’t value YOUR voice and YOUR emails, those snippets work against you.

Grammar that would make your childhood English teacher beam is hurting performance. Your A+ grammar screams... "This is AI."

So how do you capture attention... and keep it, email after email, click after click??

Four Tactical Shifts to Make

These optimizations won’t drive dramatic gains... but in the age of AI, they're now foundational. Without them, everything else becomes obsolete. (Mark my words.)

Also, check back in six months. These tactics will need updating as the landscape continues to shift.

  • Stop using perfection punctuation. Default to lowercase.
  • Rely on curiosity. Everyone is bored.... and dopamine-drained.
    Years of 3–5 second content has rewired attention spans. If you don’t grab someone immediately, you’ve lost them. Poof, gone. So give them something they don’t expect. Something slightly off.
      • Watch my recent LinkedIn video. You’ll see real examples from GrowBetter clients.
      • Also, “bizarre” is earned. Unexpected subject lines only "work" if your content consistently resonates, and you've built trust with your audience.
  • Curiosity outperforms clarity in the inbox. Dead stop.
      • Never, under any circumstances, summarize your email in the subject line.... unless you know your audience so well that more than 50% are already inclined to open.
  • “You” still has value.... but it’s no longer a reliable lever. In 2022, I could consistently drive a 10-20% lift above baseline using “you” paired with a clear benefit or a touch of curiosity for nonprofit clients. It’s not as powerful anymore... which is no surprise given how over-exposed you and I are online.

One Tactical Change to Integrate

You know I’m data-driven. (pushes imaginary glasses up the bridge of my nose) Everything I share and execute across client engagements is rooted in research.

So what’s the one change I’m recommending?

Get creative.

Whether that means a glass of wine, something aged or something fruity… shift your brain state. Watch a comedian. Go for a swim. Change your inputs.

Fuel your mind with new stimuli.

Then, and only then, ask yourself: If I were my audience… what would make me open this? What could I NOT ignore? As a major donor, what would actually feel worth my time?

Think in segments. Prioritize your most valuable audiences.... major, mid-level, monthly.

Craft subject lines for your highest-value segments first. Then optimize and scale for the rest.

And as a final note: Complaints can signal attention. Apologies, when warranted, build trust.

Don’t expect everyone to be thrilled. Watch the metrics. Refine. Then watch engagement grow.

Come back in six months and tell me your results.

Recent GrowBetter Subject Lines Driving 5–20%+ Lift in Opens (Revenue Follows)

Examples for your creative mind...

  • she couldn't believe her eyes....
  • you have no idea how grateful I am
  • this Tuesday
  • Keep an eye on your mailbox!
  • A gift coming your way
  • i cried.

As a note: authority isn’t built through perfect grammar. It’s built through the quality of your communications.... how clear, how thoughtful, how genuinely appreciative you are. And, how consistent you are with tax receipts, that you notes etc....

If you want to pressure-test your 2026 strategy, book a call. We’ll go deeper than subject lines.