In order for your emails to have an impact, the first thing they need to do is avoid spam filters. It’s a fine line to tread and easier than you might think to end up in someone’s spam box.
Arguably the deciding factor in whether somebody opens your email or not is the subject line. And you only get one shot at it. Here are a few dos and don’ts to creating headlines that will entice your readers to click ‘Open’ rather than ‘Mark as spam’.