It is hard to overstate how important the subject line is to the success of your permission-based
email marketing campaigns and
email newsletters. First, the subject line is the first writing recipients see and is often the determining factor on whether they open the email or move on to something else. Second, because spam filters flag words or punctuation in the subject line, your subject line can make the difference between the email arriving in the inbox or the junk folder.
A subject line should achieve something fairly simple: It should set proper expectations as to the subject of the email itself. Beyond that, here are some elements of a bad and a good subject lines.
Elements of a Bad Subject Line
A bad subject line is sort of like the proverbial old school, high-pressure salesman in a polyester suit. He made inflated claims and wanted you to sign on the dotted line right now before it was too late to take advantage of a once in a lifetime opportunity. Fortunately, this species of salesman is much more rare these days.
