The subject line of an email should make the reader want to open the email, and just as important, not deceive the reader into opening the email. Both of these rules are intentionally violated by marketers.

In the first case, so many marketers think they are being smart to not tell the reader what their note is about, using some silly headline instead. How many times have you gotten an email with subjects like:

  • Are you still up? (I may talk in my sleep, but I don’t read in my sleep. Of course, I am up.)

  • Re: Hey (this actually is both silly and deceptive. It doesn’t encourage opening and the “Re:” makes it look like a response to something [something silly] I wrote.)
  • Are you alone? (As though anything this stranger has to say could be confidential)
  • You again? (No, someone else is opening my email today)

Deceptive Subject Lines

  • Case #17989 Reopened (Inside it says, “This case study shows exactly how to make money TODAY”
  • USERNAME & PASSWORD Ready: forexprofithunter@gmail.com (#7R926) (they know my email address is something else; they want me to think I am receiving confidential information intended for someone else that I can [illicitly] profit from. It’s a sales pitch.)
  • Thank you for your order – Ref #37591 (I didn’t order anything. It’s a sales pitch.)
  • Confirmation needed (They want me to think it’s a double opt-in confirmation. It’s a sales pitch.)

      I received all these samples in a 6 hour period this morning. I get dozens like these daily. These “clever” marketers are losing my business, and I suspect, the business of any thinking person.

      At IMNW, we try to make our headlines truthful, helpful and interesting. No marketing should do any less.

      Do you have any examples you want to share?

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