I don't know much about e-mail marketing but I was reading how your subject line is the most important part of the email. Makes sense. I went to school for Cinema production with an emphasis on Script Writing. One thing we were pressed on was our tag line. The tag line (aka punch line) is what catches a producer or agents attention to want to know more about the script. The tag line is best written as a catchy phrase or sentence that sums up the basic idea of your script. The same holds true of the subject line of your email. How many times have you received an email that you just deleted without viewing the rest of it because of what it said in the subject line? When email marketing... the people you are trying to reach are doing the same thing. Think about what would catch your attention if you were the average Joe. What would make you want to click on that email and view it?