E-mail Marketing: What Works Now

“In direct marketing, the most powerful four-letter word you can use is FREE,” says Brady.

But not every single direct marketing rule of thumb can survive the digital divide.

Some people say never use the word ‘free’ in a subject line,” she warns. The word is often used by spammers and many e-mail providers block messages containing “free” in the subject lines. Although the “spam” association could be offset by the brand shown in your “From” line, chances are the recipient won’t get to decide whether to open your e-mail because it won’t get there.