Getting the Subject Line Right

4. Take some time. Don't just dash off your subject lines. Considering how important they are, take some time to think about them and write several -- at least three or four -- before choosing which one to use. Once you have a few subject lines you like, run them by a friend or colleague and see which one they think is most compelling.

5. Test it. When you have two strong yet different subject lines, test them. Split your list in half and use a different subject line for each group. After a number of tests like this, you'll have a very good idea of what works for the people on your list. And the better you know your audience, the more effectively you can communicate with them.

The next time you're tempted to rush through the process of writing a subject line, think about the number of emails you get every day. After the effort you've put into composing your email, don't you want to ensure that people open and read it?