So true about subject lines. I often struggle with “sales”-sounding subjects and dry, focused ones. Sometimes I worry that a heavy benefit subject will turn off people who are accustomed to using email as a business communication method only. The problem is that people like us – involved in marketing – see a very stark difference between a blatant pitch and a to-the-point, on-the-nose email subject. I think people are being trained to spot hype and delete quickly. So there’s definitely some subtlety that needs attending to. There’s a spam filter issue with certain words, too. That would be a good post.