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The Hazards of a 'Bad News' Email Subject Line

October 12, 2011  

There's a good chance you've gotten email with the phrase "bad news" in the subject line.

 "It has been used by a number of Internet marketers to increase response rates, notably during product launches, often achieving particularly high response rates," writes Danny Iny at the AWeber blog.

Why does a "bad news" subject line work?


According to Iny, it hits Sean D'Souza's headline trifecta by:

  • Prompting a question, rather than giving an answer
  • Highlighting a problem, rather than outlining a solution
  • Evoking curiosity

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