All About Email: Capturing Attention

Subject Line Bloopers
The names have been changed to protect the guilty, but don't use these techniques for your email program:

• A fine chocolates marketer: "Company name." No value added.
• A consumer retailer: "subject line." A common proofing mistake — oops!
• An apparel cataloger: "As seen in the The New York Times." "The" appears twice, another all-too-easy proofing mistake.
• Writing instruments marketer: "'Company' has added new closeout items." Boring.
• Computer marketer: "Thank [Company] it's Thursday. $599 laptop, $439 desktop & more." And why should I thank you?
• Computers and electronics marketer: "'Company' Business Outlet: Warehouse Sale." Used in eight of its last 10 emails.
• Computers and electronics marketer: "Prices slashed again!" Used three consecutive weeks.

Your readers expect professional, branded communications. Use subject lines to provide additional information, always have another pair of eyes — or more — proofread all elements, and don't insult readers with sheer repetition of one sales pitch.