Writing a Compelling Subject Line: Why It Matters

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The subject line is the first point of contact with a customer or potential client, like the opening line of a sales pitch. And just as advertising copy is so critical to the success and failure of a campaign, a subject line invites the reader to care. With so much of our time on the computer occupied by spam and banner ads, it's easy to get distracted. That's why a compelling subject like is essential; it must cut through the noise and capture the reader's attention.
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"Nothing else happens until someone reads your message," says Mitch Tarr, owner of Zin Marketing in Napa California, a small business e-mail marketing firm. "It all starts at the beginning. If you don't get people in to read your message and read the content, nothing happens." If you want people to do something like attend an event or purchase a product, Tarr says, the subject line gives them the reason to open the e-mail and buys you a few more seconds of their time.

And it's these few seconds, says Wallace, that can mean success for the campaign, or failure.

"These 10 seconds are critically important because if you can't get their attention, you could be giving away $100 bills," he says. But if the subject line is written poorly, few recipients will take the time to open the e-mail.