HR and benefits teams invest significant effort into creating essential communications—whether it’s about benefits enrollment, wellness initiatives, or policy updates. Yet, without an impactful subject line, even the most carefully crafted emails may go unread. With employees managing overflowing inboxes, your subject line becomes the gateway to capturing attention and inspiring action.
So, how can you ensure your subject lines stand out? Here are proven strategies designed to support HR and benefits professionals in achieving better engagement.
Be Clear and Concise
Employees often skim emails, especially on mobile devices. A concise subject line—6-10 words or under 50 characters—delivers clarity and increases readability.
Examples:
- “Your Benefits: What’s Changing in 2025”
- “3 Ways to Maximize Your 401(k) This Year”
- “Reminder: Open Enrollment Closes Friday!”
Incorporate Urgency, Authentically
Deadlines or time-sensitive phrasing can encourage immediate action, but authenticity matters. Avoid over-promising or creating unnecessary stress. Examples:
- “Last Chance: Enroll in Your 2025 Benefits Today”
- “Action Needed: Verify Your Benefits Before Friday”
- “Your PTO Balance: Use It or Lose It!”
Make It Personal and Relevant
Tailoring subject lines to individuals or groups shows that you understand their priorities. Personalization—using names, departments, or specific benefits—can make a significant impact. Examples:
- “Lisa, Your Wellness Dollars Expire Soon!”
- “Finance Team: Don’t Forget Your Bonus Deadline”
- “New Parents: Here’s How to Update Your Benefits”
Keep the Tone Engaging and Accessible
Skip the jargon. Instead, write in a way that feels approachable while maintaining professionalism. Speak directly to employees with an engaging, conversational tone. Examples:
- “We Don’t Want You to Miss This Benefit!”
- “Feeling Stressed? These Free Resources Can Help”
- “Guess What? You Have a New Perk!”
Refine Through Testing and Optimization
A/B testing subject lines can help you uncover what resonates most with your workforce. By monitoring open rates and experimenting with different approaches, you can continuously fine-tune your messaging for better results.
Crafting the right subject lines—and the messages that follow—is both an art and a science. We understand the unique challenges HR teams face and are here to help you deliver communications that truly connect.
Let’s work together to ensure your benefits emails make an impact.
