Think back to how you sort through all that incoming email. If you're like me, you triage your email inbox at least once a day by reading the subject lines and noticing who it's from. If there is nothing in the subject line that intrigues me to read further, it goes in the trash can.
The subject line in your email or emailed newsletter may be the only thing standing between you and the trash can.
Michael Katz, one of my favorite people and a boon to solo professionals, said it best:
"Today I ... received a newsletter from a company.
The "subject" line read: COMPANY NAME'S July 2014 Newsletter.
I didn't open it.
I knew who sent it (COMPANY NAME), but there was nothing in the subject line that compelled me to look further (sort of like if Steven Spielberg released a movie called "Movie July 2014").
People are busy and easily distracted. Try and give them a reason to pay attention to you."
~ Michael Katz, Blue Penguin Development, Helping Solo Professionals Become Likable Experts
Here are some samples of email subject lines that survived my morning traige, and a couple that didn't.
"3 Tools to Better Manage Your Blogging Editorial Calendar"
"A new Follow button and a new case study"
"Scottish Figurative Painter Visits Argentina"
"How to sign documents online with e-signatures"
"Is your art just free décor?"
Trashed at first morning triage:
"Share This Widget Update"
"Do You Know This Person?"
I did know the companies/people who sent the trashed emails. I trashed them because there was nothing there that I was interested in. :-D