Do These Email Subject Lines Rely on Deception, Witty Writing, or Faulty Data?
Changes driven by AI are set to enhance the scrutiny of your email subject lines, increasing the demands placed on them. Are you ready to tackle this new reality?
This trend is still emerging, but as more users start utilizing Apple Mail with its AI features or Google’s AI for Gmail, anticipate a shift where automatic AI content extraction replaces your typical preheader text with content derived from your actual message.
Previously, the synergy between your subject line and preheader helped entice subscribers to engage with your emails. Now, however, your subject lines will need to take on a larger role in persuasion since you won’t have control over what appears in the preheader section.
The price of misleading tactics
You may think that to compensate for the loss of preheader text, you must create even snappier subject lines; however, tread carefully so your cleverness doesn’t veer into dishonesty. The line is often very fine.
Dishonesty can undermine consumer trust. Your email campaigns reflect your brand’s image, and consumers are unlikely to engage with brands they perceive as untrustworthy. According to a 2022 Gartner study, 30.4% of subscribers reported that they would unsubscribe from emails if the subject line did not align with the message content. This behavior can lead to ignored emails or even complaints of spam, threatening your email program’s profitability and potentially impacting deliverability due to rising spam reports and decreased engagement.
Additionally, you risk fines or other legal repercussions under regulations such as the CAN-SPAM Act in the U.S., Canada’s Anti-Spam Law (CASL), the EU’s General Data Protection Regulation (GDPR), and the UK’s Privacy and Electronic Communications Regulations. Notably, CAN-SPAM violations can incur fines as high as $51,744 per incident.
Is it misrepresentation, clever copywriting, or a CRM malfunction?
That’s the dilemma surrounding our subject lines. As inboxes become increasingly cluttered and subscriber attention wanes, we need to devise methods to capture interest — sometimes resorting to gimmicks that might pay off.
However, reliance on such tactics is growing, risking not only your brand’s integrity but also the credibility of email marketing as a discipline.
Most guidance on crafting effective subject lines includes a caution against misleading or deceiving subscribers. You’d think this would be universally accepted as best practice. So why do we still see deceptive subject lines in our inboxes?
- Did you overlook something?
- RE: Your $100 credit.
- Your cart is still waiting!
- RE: Your cart — see this today!
- FWD: Exclusive FREE SHIPPING alert!
- FWD: Avoid opening this email.
On the surface, these subject lines appear legitimate. They avoid spammy elements like odd spelling, unusual fonts, or excessive punctuation. Yet they share a common trait: none originate from any actual interactions or inquiries I’ve made with the sending brands. I have not abandoned a cart, inquired about a $100 credit, nor received a free shipping notification.
Thus, I classify these emails as misleading. They may not be illegal or egregious deceptions like claiming a giveaway car, but they come from brands I’ve engaged with, and since they feel deceptive, they don’t compel me to open them.
My assessment may sound severe, but the stakes are rising for email marketers. With the introduction of AI content extraction and the challenges posed by image-off viewing, we possess less control over the email experience. As consumers grow more skeptical of emails that feel out of place, we must prioritize transparency and authenticity.
Another potential reason for the misleading emails could stem from issues with your CRM system. Are false associations developing between customer IDs and behaviors such as missed purchases or order confirmations?
Earlier this year, OpenTable mistakenly sent out a reservation cancellation notification to several users, including myself, even though my last reservation with them was a decade ago. They followed up with an apologetic email soon after.
Not every sender of misleading subject lines is a villain seeking to deceive or spam you; we also need to identify subject lines that intrigue without leaving customers feeling misled or irritated when the email content doesn’t match their expectations.
5 types of misleading subject lines
This list excludes fraudulent emails like phishing or blatantly spammy messages. Instead, here are five categories of subject lines that come from everyday retail brands, some of which I’m subscribed to, while others were found in Bird’s eDataSource database, known for pixelating emails or personalized content. None fall under that category.
It’s worth noting that many of these subject lines could fit into more than one category. Call it multiple minor offenses!
1. Fake abandonment email: Swimsuits for All (via eDataSource)
Subject line: “RE: Your pending order”

This email commits two dual transgressions: it masquerades as a follow-up while also misleading by suggesting that there’s an order awaiting confirmation. The email itself doesn’t substantiate either claim.
Consider the implications; do you genuinely wish to instill anxiety in your customers? Their immediate thought shouldn’t be, “Oh no!” but rather, “Oh wow!”
2. Deceptive forward: OneStopPlus (via eDataSource)
Subject line: FWD: $100 Credit

This email incorporates two deceptive tactics. The “FWD” suggests it’s coming from a personal source, perhaps customer service, hinting at “free” funds available. However, I later found that a certain amount must be spent to access the “credit,” which is a common retail strategy that skirts ethical considerations.
3. Phony error/oops email: Cernucci (via eDataSource)
Subject line: “FWD: Code Error”

This subject line evokes a sense of crisis — there’s been an error leading to unexpected discounts. It implies urgency, urging immediate action, but it’s merely the latest iteration of a tactic that has been overused.
Emails that begin with “Oops!” used to garner attention and prompt heightened responses, but they’ve lost their effectiveness due to widespread misuse.
While “FOMO” (fear of missing out) can be a persuasive tactic to ignite action, it must be used sparingly to maintain its impact and ensure customers don’t lose faith in your messaging.
4. Faux abandonment/resend email: 8 Sleep (sent to me)
Subject line: “Did you forget something?”

This email concluded a series of multiple messages sent during a Cyber Monday campaign, with each email sharing a similar design but differing discount amounts. This correspondence made me suspect it might be a tactic to resend promotions that failed to generate adequate responses initially.
While resends can be effective, they should be targeted appropriately. Since I didn’t open any of the preceding emails, I shouldn’t be seen as a reasonable candidate for a resend. It’s wiser to reach out to those who opened but didn’t click or those who clicked but failed to purchase.
Ultimately, this subject line misleads by suggesting I had previously engaged with their site through the email, which was untrue.
5. False reply: Ellos (sent to me)
Subject line: Fw: 50% OFF Code you requested

This email employs a multitude of deceptive tactics:
1. It harnesses the “fake forward” tactic (as noted in No. 2).
2. It resembles a “fake reply,” as the content makes it appear to be a private exchange between a brand and a social media influencer, although it doesn’t explicitly state “Re:” in the subject line.
3. It seemingly presents an accidental message sent to a full mailing list, making recipients think they’re stumbling upon an exclusive deal they shouldn’t have access to, thus motivating them to respond.
At first, this appears effective. Influencer marketing often hinges on sharing exclusive deals, thus enhancing engagement. The tone is indeed informal and engaging, resembling a personalized request from someone with a notable social media following.
But reality strains credulity. I find it hard to believe such a mishap could occur using the email platforms I know, even the most straightforward ones. Customers are unaware of these underlying mechanics. This could theoretically be a one-time occurrence by the brand. However, repeating such tactics could render the brand either inept or untrustworthy, harming its reputation. For the record, I’m neither Melissa nor an influencer.
Dive deeper: Key insights every marketer must consider for 2025
Should these marketers face consequences?
Not necessarily. They don’t aim to compromise your data and their objective appears solely to boost sales. However, I’m not the average consumer; I have insight into the mechanics of marketing.
Utilizing subject lines like these can erode your brand’s reputation among your target demographics. Few enjoy being misled — unless it’s an anticipated prank, like April Fool’s Day. During routine shopping? Not likely.
This issue can ripple beyond your brand, affecting the broader marketing ecosystem. Email marketing struggles for respect, and we shouldn’t contribute to its challenges through our own deceptive practices.
If crafting compelling subject lines is a hurdle, consider this alternative:
Review your past campaigns and generate three lists: one for the top 10 campaigns with the highest open rates, another for the 10 campaigns with the best click rates, and finally, one for the 10 with the highest conversion rates.
You may discover that these campaigns are not the same. I often use this analysis to highlight that depending solely on open rates for gauging success is flawed. However, in this case, it reveals methods more likely to prompt customer action.
Regardless of your subject line strategy, always ensure it aligns with your campaign’s message. Even the clearest, most transparent subject lines won’t bear fruit if customers find they differ radically from their expectations once they open the email.
Building customer trust requires significant effort but can be lost in an instant. An email inbox can become an invaluable ally in your marketing endeavors.
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