You have about 45 characters in a subject line to work with. Make them count. If your readers are BlackBerry users, you only have 15 characters to grab them. Hopefully, your sender line clearly identifies your company and brand. That way, you don't have to repeat it in the subject line.

From there, write a list of mandatory subject-line items. For a Webinar, for example, you must include the Webcast's name and date. That will probably take up most of the characters, so get creative.

Brainstorm a number of subject line ideas. Then, put the first 45 characters in bold type to see what appears in a typical e-mail inbox. Next, put the first 15 characters in italics to see what BlackBerry users will see. Right away, it becomes clear how to front-load a subject line with the most vital and compelling information.

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