If your email subject line screams “delete me,” journalists aren’t even opening it—no matter how incredible your pitch is. Think about it: their inboxes are overflowing with hundreds of pitches every day, all competing for their attention. The subject line is the first thing they see, and in just a split second, they decide whether to open or ignore your email. If it’s vague, gimmicky, or just plain boring, you’ve lost them before they even read a single word.
That’s why understanding what works (and what doesn’t) is so important. At OnePitch, we talk to journalists all the time, so we know exactly what makes them click—and what sends a pitch straight to the trash. Our goal is to help you craft subject lines that actually get noticed, so your stories have the best chance of being told.
Here are six types of subject lines to avoid—and what to write instead—according to real journalists who’ve seen it all.
Avoid: "Interesting business story for you", "Pitch", or "Some ideas for you."
Why? Because “interesting” to you might be meh to them, and “pitch” could mean anything from a Wall Street scandal to a new brand of oat milk.
Do this instead: Be clear and specific. Try: "How this entrepreneur turned failed investments into a $5M brand."
Give them a reason to care!
Avoid: Subject lines that tease or try too hard to be cute. If your subject line sounds like a riddle, a game show question, or a dad joke, rethink it.
Why? Journalists don’t have time to play detective. If they have to decode your subject line, it’s going straight to the trash.
Do this instead: Creativity is great, but clarity wins. Instead of "This startup is flipping the script on retail", try: "This startup is making big-box stores obsolete—here’s how."
Avoid: Using “Breaking News” when it’s... well, not.
Why? If your “breaking news” is a new line of artisanal granola, journalists will never trust you again.
Do this instead: Tie your pitch to something actually timely. For example: "How [brand] is solving the inflation problem for coffee drinkers."
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Avoid: Subject lines that are longer than a CVS receipt.
Why? No one has time to read a paragraph in their inbox preview.
Do this instead: Keep it short and compelling. Instead of: "This innovative company is launching a groundbreaking new initiative that could change the way we think about sustainability in fashion." Try: "How [brand] is making fashion waste-free."
Don't just take our word for it—watch below! CNET’s Connie Guglielmo explains why subject lines should stay under 65-70 characters. Anything longer gets cut off, and buzzwords like “revolutionary”? Just wasted space. Her tip: Write your pitch like a headline—concise, punchy, and straight to the point!
Avoid: ALL CAPS, 10 exclamation points, and a zoo of emojis.
Why? It screams “spam” and makes you look unprofessional.
Do this instead: Use an active, to-the-point sentence. If an emoji really adds value, use just one.
Instead of: "🚨🚨BIGGEST LAUNCH EVER—YOU WON’T BELIEVE THIS!!! 🚨🚨" Try: "Introducing [brand]: The sustainable sneaker that cleans the ocean."
Avoid: Subject lines like “Melissa: Exclusive for you!” when Melissa knows this went to half of LinkedIn.
Why? Calling something “exclusive” when it’s not is a one-way ticket to the journalist’s blacklist. If multiple people are getting the same pitch, it’s not an exclusive—it’s just…an email.
Do this instead: Personalize with actual relevance. Try: "Melissa, your last piece on fintech was spot on—here’s a trend you might like."
A good subject line is clear, specific, and makes the journalist’s job easier. Think of it as a headline for your pitch—if it’s dull, confusing, or overhyped, it won’t get the attention it deserves. Before hitting send, ask yourself: Would I open this email? If the answer is no, tweak it until it’s irresistible. Keep it short, relevant, and, most importantly, honest. Building trust with journalists takes time, but one great subject line can be the first step toward a lasting relationship.
Now, go forth and craft subject lines that actually get your emails opened—and your stories told!
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