The idea is to catch their ATTENTION.
You might have best product or service in universe but if no one reads your ad, 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 peak your interest?
The headline must be short, no more than 6 to 8 words. Less, in this case, would be more.
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?
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:firstname.lastname@example.org
We are all busy online and we do not have time to do more than give our email a quick scan of headlines to see if there is anything of interest that we want to read.
Plain-Jane headlines will NOT give you results you seek.