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Guest post by: Karen Scharf Become an Author

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When your reader opens his email inbox, the first thing he'll notice is long list of subject lines. Just like a headline for an advertisement, your subject line's only job is to get the email message opened. But how can you possibly stand out from the crowd in that jam-packed inbox? Try a few of these tips:

1. If you wouldn't pay attention to it, why expect anyone else to?

2. Stay away from "cliche" subject lines that result in a big yawn.

3. Find the "beating heart" of your subject and use it to create an effective subject line.

4. Avoid "shock value" subject lines. What may shock one person may be humorous to another or offensive to yet another.

5. Remind yourself that any effective subject line must first be unique.

6. Effective subject lines are like a tantalizing appetizer at an upscale restaurant - you can't wait for the main course.

7. Use the most powerful words without exaggeration.

8. Effective subject lines work best when they have clear, concise meaning.

9. Effective subject lines include pertinent lead-in information.

10. Effective subject lines create an impression of what the rest of the email content will be.

11. Effective subject lines make a statement of personal intent, style and introduction.

12. Write effective subject lines with positive potential.

13. Don't "play bait and switch" in subject lines--readers are intelligent enough to see through this ploy.

14. Read the subject line as if you received it. Is it grammatically correct? Is it interesting?

15. Send yourself or a friend an email with the same effective subject line. Constructive criticism is always a writer's best friend.

16. Mention the most important benefit the reader will get if he opens your email message.

17. Incorporate current events or fresh news whenever possible so the reader is convinced he must open it now.

In typical cases, the most effective subject lines are those which offer the reader a unique selling proposal. Be specific as possible, don't let the reader even guess that he might be wasting his time by opening your message.

The most important question to ask yourself before you hit the send button is, "Will this subject line compel my readers to open this message?" Obviously, the better you know your readers, the easier it will be to answer that question. But, since email can often be an impersonal form of marketing, using the above criteria is the next best thing.

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