Understanding mindset of those culling through press releases will help you craft informative headlines. If you need a lot of words to write a clear headline, go ahead. A good guideline is to include as many of journalism's classic "Five W's" in headline as you can: who, what, when, where and why or how. To address editors' top three concerns, make sure you specify what you're promoting, who would care about it and what makes it newsworthy.

To return to three unfortunate examples found online, we can fix first specimen along these lines:

The New Underground Railroad, New Book, Helps Free Wage Slaves from Bondage With a Beginner's Introduction to Stocks, Bonds and Investing.

The second headline improves with a few more details:

HP Wheels Out Year-long Traveling Exhibition of Truck- Mounted Homes Filled with Digital Photography, Computing and Entertainment Products.

And annoyance factor disappears from third headline when we revise it as follows:

Little Kids Updates Sqwish Ball, Specialty Toy from 1990's for Age 5 and Up, With a Holographic Shimmer.

If after adding clarity, you can also inject some wordplay or fun into headline, go ahead. But media people giving your headlines just three or four seconds of attention aren't really looking for entertainment. They're on a hunt for relevance, and cuteness runs danger of getting in their way.

Check for spelling, grammar, and punctuation errors. Make sure it is easy to read.

You can use this utility to format your emails to right width. It's not perfect, but it will save you plenty of time because you can format your text at different widths. Overall, it does a very good job.

http://www.jbmckee.com/formatit/index.htm

3. Anti-Spam Before you send your message out, you want to check to make sure it can get past filters frequently used by ISPs.

There's a simple and easy way to check your message. SiteSell.com has created a new feature called Spam Check.

Basically, you can send a your email as a test message and find out how filters rank it. Then, you can make changes to your email before sending it to your list.

http://spamcheck.sitesell.com

Email marketing is a time consuming process. Done right, it can be a very lucrative tool in your marketing arsenal. These tools will help you make your email marketing efforts more