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Why is it important?

The subject line in your email motivates the user to open your email. Getting it right is the difference between it being opened and it being deleted.

Unlike a newspaper headline or brochure title, the subject line is presented out of context with your email and website. Users cannot scan the surrounding information to help them get an understanding of what's coming.

Your subject line is also competing with other subject lines in an inbox. If it is dull or meaningless, it's not going to be opened. Unlike other marketing material, anything vague, cute or too clever by half is also liable to be dismissed.

What kind of subject lines work?

Internet usability guru Jakob Nielsen says web-users go to great lengths not to read long tracts of text. He suggests: 'Avoid teasers that try to entice people to click to find out what the story is about. Users have been burned too often to wait for a page to download unless they have clear expectations of what they will get.

'In print, curiosity can get people to turn the page or start reading. Online, it's simply too painful for people to do so.'

With only 40-60 characters – that's 6-10 words – to put across your message, any subject line needs to get straight to the point.

What should the subject line say?

A good subject line explains what the email is about in terms that appeal to and motivate the reader. It is a micro version of the email content.

Is there anything I should avoid?

Avoid words commonly associated with spam emails such as SEX, FREE, ££.

Are there any legal issues?

The EU states the sender must identify themselves clearly when sending marketing emails, so make sure you clearly identify yourself in the 'From' field.

Being upfront about who you are keeps you on the right side of the law. If you are cryptic your email is more likely to be treated with suspicion and dismissed as spam.

Give me some examples

Online travel brokers Expedia.com get straight down to it with: Ski holidays from under £170

Apple Computers offers: Priority information exclusively for you from the Apple Store

Egg shouts: Loud & Proud. Your brand new statement from Egg

New Media Knowledge asks: NMK News: Dude, Where's My Brand?