How to Write Subject Lines That Intrigue, Engage

Here’s a perfectly reasonable e-mail subject line: (Gardening News) Ten tips for a better fuchsia display Now, cut it off after 42 characters, like some e-mail software does, and see how it reads. Yikes! The subject line is the one chance that PR pros have to entice stakeholders to open and read through e-mails. Once they opt to receive e-mail messages, there is no guarantee that they will actually view them—the inbox is an entirely personal sphere, and recipients regularly exercise the freedom to delete messages they find unappealing. BE APPEALING Appealing subject lines are essential to increasing open rates.

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