Email is tough.
With junk mail, envelopes come in all sizes with glorious illustrations and teasers that grab you by the throat.
"Subject lines and teasers," wrote Bill Jayme, "are the hot pants on the hooker."
Email is a bloody bore when compared to the razzmatazz of a Bill Jayme envelope.
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All email looks alike.
A writer can spend hours composing an email message—working to achieve perfection. When it's finally ready, many writers dash off a subject line and click "send."
If your subject line is blah—or nasty—your message will not be opened.
Your entire effort is wasted—a 100 percent failure.
In short, never treat your subject line as an afterthought.
The following landed in my inbox:
• Hotels.com: Whatever happened to your sense of adventure?
I have used Hotels.com often to book rooms in this country and abroad. The bastards there know that.
For the record, we just got back from 5 days in Florida.
Peggy is going to the Scottish Islands in May.
We are selling the house after 22 years and moving to an apartment. We have to trash a lifetime of memorabilia.
I just gave away to a friend my 60-year collection of 423 classical and jazz vinyl LP's.
What kind of dreary losers does that sneering, smartass, underpaid dweeb copywriter at Hotels.com take us for?
Takeaway to Consider
• Spend as much time on your subject line as on the text of your email.
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