10 Subject Lines That Get Journalists to Open (and Why They Work)

A subject line is your first impression. Journalists triage email quickly, so the subject must convey news value, relevance, and a clear call to action. Here are ten subject-line formulas that perform well — with guidance on when and how to use them.

Top 10 subject lines

1. Exclusive for [Outlet]: [Short Hook] — Use when offering a single-outlet exclusive. The outlet gains priority and a sense of control.
2. [Data Point] — New data on [Beat] — Journalists love crisp numbers; lead with the most compelling stat.
3. [Name]: Quick comment on your recent piece about [Topic] — Shows you've read their work and offers something directly relevant.
4. Pitch: [One-line story idea] — [Company/Founder] — Explicitly labels the email as a pitch and summarizes value in one line.
5. [News Type] alert: [What happened] (available now) — Good for immediate, time-sensitive updates like funding or product rollouts.
6. Visual assets available: [Topic/Brief] — Signals ready-to-use visuals that reduce reporting friction.
7. Quick intro + 2 angles for [Outlet] — Offers options, which many editors appreciate for flexibility.
8. [Mutual connection] suggested I reach out — short pitch — Social proof increases open rates significantly.
9. On background: [Topic] — sources & data — Use for sensitive or investigatory topics where off-the-record context is needed.
10. [Country/Region] perspective on [Global topic] — Useful for local or regional reporters seeking context on wider trends.

Why these formulas work

Each formula reduces cognitive load. Journalists decide quickly; these subject lines tell them whether the email is relevant and worth opening. They combine specificity (a data point or mutual connection) with obvious utility (assets, exclusive, or angle).

Dos and don'ts

• Do keep it under 60 characters so it displays on mobile.
• Do personalize when possible — even a single tailored phrase increases opens.
• Don't use all caps or multiple exclamation marks — they look like spam.
• Don't oversell (e.g., "Game-changing" or "Once-in-a-lifetime"). Be factual.

Testing and optimization

Run A/B tests on subject lines for larger campaigns. Track open-to-reply ratios rather than open rates alone, because opens can be misleading (preview panes, automated scans). Optimize based on replies and coverage, not vanity metrics.

Examples with context

Example 1: "Exclusive for The Verge: App reveals creator tipping trends" — Use when giving a single outlet time to report. Example 2: "Data: 38% of creators report ad fatigue — study" — Lead with the most newsworthy stat for a data-led pitch.

Final thought

Subject lines are micro-conversations. Respect the journalist's time and make the utility immediate. A short, clear subject line that signals news and reduces friction beats cleverness in nearly all cases.