The E-mail Subject Line Gotcha

Wanted to briefly step outside our retail IT playground for a moment to share a bizarre E-mail marketing observation. People seem to have forgotten the subject line rules in E-mail, where you're supposed to assume very little space, depending on the browser involved.

With that in mind, two recent E=mails. The first was from retailer Williams-Sonoma. My Outlook showed: "Free Culinary Demons" Intrigued, I clicked further to find it was really "Free Culinary Demonstrations." A few days earlier, a retail software vendor sent me a message that read--seemingly candidly--"The ROI That You Can't Afford". A click revealed what they had intended to say "The ROI That You Can't Afford To Miss."