Owning a public relations firm, I know the importance of capturing attention. Received an email today from Alan Zoldan of A2Z MicroMarketing which captured my attention and so wanted to share parts of it.

Subject: In about 2.7 seconds, you’re going to make a critical decision.

If your email subject line isn’t instantly intriguing, your email will get trashed. Game over. In fact, research by ExactTarget shows that the average person spends only 2.7 seconds on a message before deciding if they’ll delete it, forward it, or read it.Just 2.7 seconds.

What You Shouldn’t Put in a Subject Line


  • “Hypey” verbiage. Get rid of words like excited, hot new product, free offer,
    or special pricing.
  • Information about your company. No one is interested in your new service
    announcements or company updates except you.
  • Capital letters. Just the first word should be capped. Otherwise it seems like
    a headline, not a personal message.

What You Should Put in a Subject Line


  • Use a referral. If someone has referred you to this person, put that in your subject line. They’ll want to know why. For example, you might write: “Alan Zoldan said to get in
    touch.”
  • Ask a quick question. If your prospect feels it’s simple and relevant, they’ll take a look. Your subject line might read: “Quick question re: new client acquisition challenges.”
  • Capture interest with relevant ideas, news or information.

In a nutshell, effective subject lines must focus on something your prospect cares about. If you do that, they’ll keep reading – just like you are (I hope) right now. There is, however, a big BUT – your email message needs to deliver on the promise of your subject line. If not, you can, once again, count on being quickly deleted.

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Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.