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“I’ve taught lots of people how to use it in print—even on business cards, to get people to actually visit your website instead of throwing your business card in their drawer.” He gives examples of some recent subject lines that proved powerful: “Guess who knocked on my door at 4 a.m.?,” “Boy Did I Get in Trouble,” and “He Really Screwed Me Over.” “The secret to getting a cold email to be opened is in creating a solid subject lines that is intriguing, suggests that the recipient has a problem and that you can solve it,” says Sharon M.

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Another fancy name for a basic cold open email rule of thumb: Whats In It For Them.“There must real value to the recipient if you want a response,” warns Attard.But Farley cautions, “as with all things email, you really have to test it to make sure it works for your company and with your audience.” While you want to include an intriguing subject line, the body of the email needs to deliver.If the recipient actually opens your email and realizes they were the victim of a bait-and-switch, it’s only going to hurt your chances of winning their business. ’ and the first line of the message is ‘Our agency offers social media packages to….’ then you’ve already annoyed the person because your body doesn’t match your subject,” says Mike Evans of Relevant9.A cold open email should have a very clear call-to-action for the recipient, whether that’s to go to your website for more information, to agree to a phone call, or to follow you on social media.

Whatever it is, it should be one thing, and it should be clearly explained from the outset.“We’ve run several tests internally, and every single time we’ve tested lowercase it’s been a winner,” says Farley, about their use of all-lowercase subject lines.“I’ve also recommended it to peers and they’ve seen similar success.” With so many emails crowding a person’s inbox, one with all lowercase letters is bound to stand out.That can mean adding quizzes, search bars, or image galleries to the email.Most email marketing platforms can create these types of emails (for a fee) and their value seems to be on the rise.Follow these 15 rules to a tee and you’ll be mining connections like a pro in no time.