You have two opening lines

Call me Ishmael

It was the best of times, it was the worst of times

It is a truth universally acknowledged, that a single man in possession
of a good fortune, must be in want of a wife

Three of the most famous opening lines in literary history*. However, unlike authors, email marketers are lucky to have two bites at the opening line cherry.

Most of us tend to focus on the importance of the subject line...the few words that sell the contents of the email in the same way a book's opener sells the draft to the publisher.

As a result, new articles on subject lines appear as often as snow in Austria. Just yesterday, for example, Palmer Marketing put out 12 tips for attention-grabbing subjects.

But there's a second opening line too. These are the first words you use in the body of your email. Not only are they important in a copywriting sense, but these words can also appear in inbox listings. José Manuel Alarcón Aguín has the details.

*from "Moby Dick," "A Tale of Two Cities," and "Pride and Prejudice"

More on email copywriting | Tags: email marketing, email subject lines, copywriting

Permalink | December 14, 2007 | 0 comment(s)
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