You might have best product or service in universe but if no one reads your email, no one will ever know about it.

How many emails do you receive daily?

And, how many of those emails do you delete automatically because headline did nothing to capture your interest?

The headline must be short, no more than 6 to 8 words. Less, in this case, would be more effective.

The very best headline I have ever seen in an email message was just 3 short words long. It captured my attention and enticed me to click on link to visit a web site.

Can you guess what those words might have been?

That email had in headline a question."What Is This?" And body of email message was just URL.

Short. Simple. To point.

It asks a question that instills in us desire to respond and URL made it really easy to click and find out what it was all about. I had to satisfy my curiosity. :-)

Your headline must be in Subject area of your email message and it is recommended that you make use of one or more action words to help capture your reader's imagination.

If you would like a FREE list of about 50 Action Words: mailto:action_words@emailexchange.org

Banner ads that once pulled in business now get ignored. And so it often goes with advertising. The first rule of making a sale is for your ad to get attention. Once banners became commonplace and consumers got used to them, they stopped noticing them (and clicking on them) altogether.

All that was turned on its head recently with creation of very large skyscraper ads. Just like name implies, a skyscraper banner ad extends up and down along right side of web page. They are usually 120 pixels wide by 600 pixels tall.

The use of skyscraper ads has exploded, nearly tripling to 6 billion skyscraper ads being put to use every month. Major sites like Yahoo Finance, CNET, MSN, and Alta Vista routinely feature them.