Why You Should Avoid Using “RE:” In Email Subject Lines [2024]

In email marketing, capturing attention while maintaining trust is crucial.

While some tactics, like using “RE:” in subject lines, might seem like a clever way to boost open rates, they can actually do more harm than good.

Misleading subject lines not only risk triggering spam filters but can also damage your sender reputation and trust with your subscribers.

In this post, we’ll explore some of the reasons to avoid using “RE:” and offer tips for creating effective subject lines that won’t end up in the spam folder.

Reasons to Avoid Using “RE:” in Your Subject Lines

Below are the main reasons why you shouldn’t use “Re:” in your emails.

1. Triggers spam filters

Spam filters are designed to protect users from unsolicited and potentially harmful emails. Many spam filters are programmed to flag emails that use deceptive subject lines, including those that start with “RE:”.

This is because spammers frequently use “RE:” to trick recipients into thinking the email is part of an ongoing conversation. When spam filters detect this tactic, they are more likely to mark your email as spam, harming your email deliverability and engagement rates.

2. Damages trust and credibility

“RE:” is among the spam words you should avoid as using it can be seen as a deceptive practice, and recipients may feel misled when they open your email.

This can harm your brand’s trust and credibility, leading to higher unsubscribe rates and a negative perception among your audience.

Transparency is key in building and maintaining trust with your subscribers.

3. Reduces open rates

While “RE:” might initially boost open rates due to curiosity, it often backfires in the long run.

Once recipients realize the email isn’t part of an ongoing conversation but a marketing ploy, they are less likely to open future emails from your brand.

Remember, high open rates are achieved through honest and engaging subject lines, not deceptive tactics.

4. Increases unsubscribe and complaint rates

When recipients feel tricked by misleading subject lines, they are more likely to unsubscribe or mark the email as spam.

High unsubscribe and complaint rates negatively impact your sender reputation, making it harder for your emails to reach the inboxes of engaged subscribers.

Tips for Crafting Effective Subject Lines

Now that we’ve seen why avoiding “RE:” in email subject lines is important, let’s look at some tips for creating subject lines that won’t trigger spam filters.

1. Be clear and honest

Clearly state the purpose of your email in the subject line. Transparency fosters trust and ensures that your emails are opened by genuinely interested recipients.

For example, instead of using “RE: Exclusive Offer Inside,” try “Exclusive Offer: 20% Off Your Next Purchase.”

2. Personalize when possible

Personalized subject lines can increase open rates. Use the recipient’s name or tailor the content based on their past behavior.

For example, “John, We’ve Got a Special Deal Just for You!” feels more personal and engaging.

3. Create a sense of urgency

Encouraging recipients to act quickly can boost open rates.

Phrases like “Limited Time Offer” or “Last Chance to Save” can create urgency without being deceptive.

4. Keep it short and sweet

Aim for subject lines that are concise and to the point.

Most email clients display only the first 50-60 characters of a subject line, so make sure your key message is front-loaded.

5. A/B test your subject lines

Test different subject lines to see what resonates best with your audience.

A/B testing allows you to compare open rates and refine your strategy based on actual data.

6. Use a subject line tester

Before sending out your emails, use a subject line tester to check how effective your subject lines are. These tools can help you refine your creations to ensure they aren’t flagged as spam and are engaging to your audience.

A tool like Refine, for instance, will score your subject line and provide suggestions to improve your open rates.

Further reading: If you need more tips, check out our subject line best practices guide.

Additional Resources

If you need more examples and tools, check the following guides:

• 370+ Original Ecommerce Email Subject Lines To Increase Your Open Rates
• 35+ Engaging Event Email Subject Lines [Examples & Tips]
• Free Subject Line Testers To Drive Open Rates [2024]

Build Trust with Your Email Subject Lines

While it might be tempting to use “RE:” in your email subject lines to grab attention, this tactic often backfires by triggering spam filters and damaging your credibility.

Instead, focus on creating clear, honest, and engaging subject lines to build trust and ensure your emails reach the intended audience.

By following best practices, you can improve your email deliverability and foster stronger connections with your subscribers.