Although specific estimates vary, online researchers agree that email recipients make quick decisions on whether or not they will open and read promotional emails. Obviously, if they like, want, need, and/or are actively seeking the products being offered, they’re far more likely to open them. But emails come with their own special challenge, the subject line – that short, information burst that can make you or break you.

Like direct mail envelope “teasers,” emails’ subject lines must grab the recipients’ interests and increase the chances that they’ll open the messages. That’s why you’ll want to work on getting yours just right.

Start getting ideas scanning your own inbox. Jot down any that catch your interest and then see how you can tweak them to suit your needs. You can also look at headlines in your local newspaper, magazines, websites, and the like and see it you can covert any of those into intriguing subject lines.

Then use these tips to fine-tune your choices.

1. Keep them short and to the point. Less is definitely more in this instance, especially since overly long subject lines will get cut off from view anyhow.

2. Don’t divulge too much information. Add intrigue. Build curiosity. Make them want to open your email to find out more. For example:

- Zach, have you heard this yet?

- The Psychology behind the $40 Pet Rock Craze

- When $100 per hour is just okay

3. Use your recipients’ first names, unless it’s awkward or sounds forced. For example:

- John, will you help me?

- Mary, you’ll want to print this email.

4. Ask questions, such as:

- Is procrastination killing your business?

- Do you believe in this deadly marketing myth?

5. Include your product or service’s number one benefit and make sure it’s relevant to your target audience, like”

- One tip for losing ten pounds in one week

- 5 Free Ways to Sell More Houses

6. Avoid sending off “hooey” and spam alarms with exaggerations, or hints of high pressure sales tactics, such as:

- Triple your…

- My dear so-and-so

- Your e-commerce business

- Earn thousands at home

- Making Money the easy way

- Immediate action required

Adapted from Guerrilla Marketing On The Internet by Mitch Meyerson, Jay Levinson and Mary Scarborough

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