How to Write a Compelling E-mail Subject Line

A subject line is like a handshake. A good one will announce confidence and respect, but a bad one can leave the recipient unimpressed.
People receive hundreds of e-mails a day, if not more, which means marketers face steep competition when launching an e-mail promotion, sending out a newsletter, or revealing a new product or service to customers. If the e-mail is being sent to a group of people, or it's being sent to an unknown recipient, what matters most is a compelling subject line to insure that the e-mail gets opened—and hopefully read.

While marketers jockey for position and fight for just a few seconds of our attention, it's also incredibly easy to just tune them out. "A long time ago, you sort of had to endure the cheesy television commercials," says Hamilton Wallace, the owner of Small Business Marketing Consultant in Scottsdale,Arizona, who has 30 years of marketing experience. "Now, it's just a click—and boom you're gone. It's just a lot easier to unsubscribe."
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So whether you're sending out a business proposal, a newsletter, or reaching out to a potential client, you need to have a subject line that 'sells' the rest of your message. Along with your name, the subject line is the first piece of text that will be read by a potential customer, and to get it just right, it takes a bit of artistry—not artifice.