By
Joe Keenan
, Senior
and Catalog Success
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* Never use all caps;
* Use punctuation only when necessary;
* Avoid “cute” headlines, but be creative;
* Make it relevant to your recipient;
* Test it three times;
* Think like a filter;
* One subject line doesn’t fit all;
* Think relationship, not message; and
* Avoid spam words.
He also gave the audience four rules to live by with subject lines:
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