What Should I Put in the Subject Line? A Grapevine poster wants some tips on how to get consumers to read his e-mails.(Grapevine)

Vinnie The Leg Breaker: I was given some Internet leads, where a refi borrower inquired with some website about a rate quote. The guy that gave them to me said that these same people are being hammered by another company to refi, so his thought was instead of calling them right away I should e-mail the customers and suggest they call me. What I am trying to do is think of what I should put in the subject line that will catch someone's eye, but not look like spam. I figure these leads are crap, but I might as well follow up.

MikeM-NJ: "your mortgage inquiry"

Hi John,

I'm responding to your request for mortgage info. When can we speak?

All the best,

Vin

Kabb: I do a lot of e-mail marketing. Given the nature of the list, you may want to try simply, "follow up, confidential." My customer relationship management software reports the open percentage of any e-mail campaign and for blind mails, like yours, this seems to get the best open rate.

After that it's up to the client and your message.

Meant to add, make sure your e-mail is anti-spam. If that subject line ends up in their spam mail, the open rate is near zero.

FromTheRight: I'm not sure why, but in my personal e-mail account I've received so much spam for mortgages here in the last few weeks that its not funny. I use ACT! and the templates I made make (an e-mail) look personal, not like a "bot" generated it.

Kabb: By the way Vinnie, in light of FromTheRight's comments, a good customer service management system is the way to go. Just switched over from Infusionsoft to Premium Web Cart. Don't let the name throw you though, I find it much better, easier to use and bonus, it's cheap.

UnFreakingBelieveable: Whatever you decide make sure you spin the subject line as well as the content as well as the frequency of the e-mails. Do not (send the) e-mail all at once or your e-mails will never hit the inbox.

Dr. Branker: This always seems to get them to open it: "Is this your lost wallet?" Everyone, it turns out, has lost a wallet at some time.

The voice of reason: Gift certificate you requested.

Kabb: UnFreakingBelieveable, (that is) not necessary if you are using customer service management software.

UnFreakingBelieveable: I agree 100%, Kabb, but it looks as though he is not and just has a list that has been treated like a redheaded stepchild.

Kabb: Vinnie, Google "Premium Web Cart." You can get a 30-day free trial. Load your list and do the e-mail (assuming the list is sizable enough to matter; you can import an Excel file). Then check it to make sure it'll clear spam filters and fire it off.

Cancel afterward if necessary (though once you get into the software and see what it does, it may open new doors for you).

Donktard Borker: Broker seeks client; YSP negotiable...

Turdly: "Question regarding the recent misfiling of your bankruptcy." They'll open it if they filed, they'll open it in case they think something is incorrect, they'll open it (teed off) that someone may have named them in a BK.

Encompass mama: "Did you mean to request this?"