TIME for a better subject line.
To be sure, in the body is a can’t-miss-it 92 percent discount offer—but it remains invisible if no one opens the email. The best way to get someone to open an email? Put something compelling in the subject line. Which, for reasons already discussed, “We Want You Back” isn’t.
One might ask, You obviously opened it. How else would you know about the 92 percent discount offer? Answer: They send it repeatedly, and I have lost count of how many times I have deleted it unopened. I opened their most recent attempt only to blog about how awful their subject line is.
I’m betting a subject line like “Exclusive resubscription offer: 92% off” would fare better. I am loath to give away free consulting, but then, I doubt anyone at TIME is reading. I doubt they want me back that much.