Write Subject Lines That Get Opened

Most pitches fail before they’re even read.

Not because the pitch is bad -
but because the subject line never earns the open.

If a subject line doesn’t feel:

• relevant
• human
• low-friction

it gets ignored, archived or filtered.

This lesson shows you how to write subject lines that feel safe to open from a brand’s point of view.

The Core Principle

Your subject line is not there to sell - it’s there to get permission to be read.

The goal is not to impress.
The goal is to reduce resistance.

Good subject lines feel:

• specific
• contextual
• human

Bad ones feel:

• promotional
• vague
• mass-sent

How Brands Actually Read Subject Lines

When a brand sees your email, they’re subconsciously asking:

1. Is this relevant to us?
2. Is this a real person?
3. Can I deal with this quickly?

Your subject line should quietly answer yes to all three.

The 4 Subject Line Types That Work Best

1️⃣ Context-Based Subject Lines (Most Reliable)

These reference why you’re reaching out.

Examples:

• Collaboration idea for [Hotel Name]
• Content opportunity in [Destination]
• Quick question about [Brand Name]

Why this works:

• feels personal
• feels intentional
• feels low pressure

This should be your default.

2️⃣ Name + Relevance Subject Lines

These include the brand name or location.

Examples:

• For the team at [Brand Name]
• Content idea for your [Location] property
• About [Brand Name]’s Instagram content

Why this works:

• instantly signals relevance
• avoids spam triggers
• feels written for them

3️⃣ Soft Curiosity Subject Lines (Use Sparingly)

These create interest without clickbait.

Examples:

• Quick idea for your content
• A content question for you
• Thought this might be useful

Why this works:

• feels human
• not overly promotional

Only use these when the body of your pitch is very clear.

4️⃣ Straightforward & Boring (Yes, Really)

Sometimes the best subject line is the least exciting one.

Examples:

• Collaboration enquiry
• Content collaboration
• Partnership idea

Why this works:

• feels routine
• feels professional
• feels easy to process

Boring is often safer than clever.

What to Avoid (This Matters)

Avoid subject lines that:

• sound like marketing emails
• overpromise
• feel automated

Examples to avoid:

• Let’s collaborate! 🚀
• Amazing opportunity for your brand
• You won’t want to miss this
• Content creator reaching out

If it sounds like it belongs in a newsletter - don’t use it.

Length & Formatting Rules

Keep subject lines:

• 3-7 words where possible
• sentence case (not title case)
• no emojis
• no ALL CAPS
• no exclamation points

Your goal is to blend into a professional inbox - not stand out loudly.

How to Choose the Right Subject Line

Use this quick decision guide:

• Pitching a hotel or stay → Context-based
• Pitching a specific location → Name + relevance
• Unsure who you’re emailing → Straightforward & boring
• Small brand / informal → Soft curiosity

If you’re torn between two options - choose the simpler one.

Your Next Steps (Take Action)

1. Pick one brand you plan to pitch.
2. Write 3 different subject lines:
   • one context-based
   • one brand-specific
   • one straightforward
3. Read them out loud.
4. Choose the one that feels:
   • most natural
   • least salesy
   • easiest to open

When you’re done, you should have one subject line you’re confident sending today.

Your Next Lesson

Write a 5-Sentence Travel Pitch

Learn how to write a clear, professional travel pitch that explains who you are, why you’re reaching out, and what you’re proposing.

Travel CollabsTravel Collabs Team