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By Louis Chatoff
A subject should never be intentionally deceptive. This will only lead to unwanted spam complaints. Also, merging in a list member’s name or company into the subject is a waste of valuable real estate. As mentioned previously, only so many characters are displayed, and the recipient already know his or her name is – you do not need to remind them.
The goal is not for marketers to forget about the importance of well thought-out, targeted content, but to highlight the time restriction their email audience is under when it comes to reading mail messages. If your message is only going to be scanned for 3 seconds and never opened, you want to make sure you have it branded, that it gets the point across and has every possibility to be acted upon later.
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