The average working professional can receive more than 100 emails per day. But, what makes them want to open your email? Most often, it’s the subject line. That’s why your email subject lines are the most valuable component of your email campaign message.

Even today, email still remains the primary – and often favored – method of communication. In a report by Chadwick Martin Bailey, 64% of email recipients said they opened email campaigns based on email subject lines alone. This proves just how powerful a subject line can be. It’s your brand’s first impression and can be the thin line between a sale and a lost opportunity. It’s also why marketers need to rethink how much effort is spent perfecting this one-liner. Although there is no solid solution for developing a stellar email subject lines, there are best ways to get your recipients to engage with your email content.

And here are three best practices to help maximize your open rates: