What are the first words a person sees when your email arrives? The subject line.
Your subject line is as important as anything in the body of the email. Whether or not your email even gets opened, largely depends on whether or not you have a compelling introduction. Grab their attention at the onset and you have a better chance of getting them to open your email and actually reading it.
What are some of the secrets of subject line excellence?
Avoid hyperbole. There needs to be a sense of urgency but
the more outrageous your claim, the more likely the recipient is to dismiss it as spam. Strike the right balance between engaging and grandiose. BuzzFeed had the right idea with this one : "Get Up! Get Up Now!- It's time to get up out of bed, people." It's the subject line equivalent of a shot of espresso.
While Buzzfeed's subject line wasn't specific, it also wasn't misleading. Don't disguise the intent of your email. If you try the old bait and switch, the user will resent it and your campaign will suffer.
And while we're on the subject (line), emails that contain the recipient's name in the subject line have a better chance of being read. Personalization makes the message look less automated, which will help prevent your email from getting nuked.