“Free” is a powerful motivator in a subject line, but care must be taken to avoid being snared in the spam filter.
There are two main rules:
- Don’t use all caps (FREE)
- Don’t use multiple exclamation points (FREE!!!)
Anecdotal evidence suggests that exclamation points in general trigger some filters. As well, using “Free” as the first word in the subject line may also be vulnerable.
Thanks to Nick Usborne and others for sharing their wisdom.
See also: Great email subject line!
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