Think about that subject line
Ken Magill talks about a study done by People magazine on the importance of subject lines and from lines in getting recipients to open and act on an email.
Recipients really do make open / not-open decisions based just on the visible subject line. MailChimp’s data shows that “boring” subject lines often perform better than pushier more sales like subject lines. One possible explanation is that recipients are used to ignoring spam subject lines, and the more informative a subject line, the more likely it is to be mail they actually open.