Reginaldo Osnildo
Struggling to get readers to open your Substack emails? Here’s how to write irresistible subject lines and headlines for your local newsletter.
Hey there! Reginaldo Osnildo here again—back with one of the most overlooked skills in newsletter publishing:
Writing a great headline.
Because here’s the truth:
- You could write the most helpful, heartfelt, community-driven newsletter ever…
- But if the subject line is boring? Most people won’t even open it.
- If the headline is confusing or vague? They’ll scroll right past it.
The good news? Writing compelling headlines is a skill anyone can learn.
Today, I’ll break down how to write subject lines and headlines that increase open rates, get more clicks, and keep your local audience coming back for more.
1. Know the Purpose of Each Line
Let’s break this down:
- Subject line = gets your email opened
- Headline (inside the email or on the post) = keeps them reading
- Subheadline or intro = tells them why they should care
Each one has a job—don’t make them compete.
2. Use Clarity First, Creativity Second
Your readers are busy. Headlines need to be:
- Clear
- Specific
- Direct
“Big Changes Coming to Main Street”
Better than “An Unexpected Turn of Events…”
“What Happened at the School Board Meeting Last Night”
Better than “Civic Tensions Rise Again”
Clarity = trust.
3. Include Location Names Often
Local readers are scanning for local relevance.
Try:
- “3 Things [City] Voters Should Know This Week”
- “Why [Neighborhood Name] Is Changing Fast”
- “What [Your Town] Parents Need to Know About Bus Routes”
Place names build connection—fast.
4. Use Numbers to Frame the Content
Numbers give structure and invite curiosity.
Examples:
- “5 Things You Missed at Last Night’s Meeting”
- “3 Small Businesses Worth Visiting This Weekend”
- “7 Locals Who Made Headlines This Month”
People love lists. Use that psychology.
5. Ask a Question (That Your Post Answers)
Questions make people pause.
Try:
- “Is [City Name] Really Growing Too Fast?”
- “Who’s Behind the New Café Everyone’s Talking About?”
- “Why Are Rents Rising Again—and What Can Be Done?”
Make sure your content delivers the answer.
6. Use Power Words and Emotional Triggers
Some words naturally spark curiosity or urgency:
- “Revealed”
- “Secret”
- “Behind the Scenes”
- “Urgent”
- “Here’s Why…”
Examples:
- “Behind the Scenes of [Local Event]”
- “Why [New Policy] Is Upsetting Local Parents”
- “Urgent: What’s Happening With [City Service] This Week”
But always keep it honest. No clickbait here.
7. Try This Subject Line Formula
Here’s a winning formula:
[Emotion/Action] + [Local Topic] + [Urgency/Curiosity Trigger]
Examples:
- “Frustrated by City Traffic? Here’s What’s Changing Fast”
- “Excited for Fall? 5 [City Name] Events You Can’t Miss”
- “Confused by the New School Policy? Read This First”
These convert because they connect.
8. Test and Track What Works
Use Substack’s built-in analytics to track:
- Open rates (subject lines)
- Click rates (headlines and CTA wording)
After a few months, ask:
- What subject line styles performed best?
- Do listicles, questions, or statements work better for your readers?
Build your style based on real feedback.
9. Recycle and Remix Winners
Did a post go viral or get lots of replies?
Use the same structure again:
“What [Topic] Means for [Your City]”“How [Local Person] Is Changing [Industry/Issue]”
When something works—don’t reinvent the wheel.
10. Use a Swipe File (Steal Like a Journalist)
Keep a running list of:
- Headlines from local news
- Tweets that got lots of engagement
- Subject lines that made you click
Pull ideas, adapt formats, and build a headline bank so you’re never starting from scratch.
Want a Library of Plug-and-Play Headlines, Templates & Growth Tools?
If you want your newsletter to not only inform but get read, you’ll love what’s inside my full guide:
👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network