It was a happy coincidence that should have advanced a budding new client relationship. My client had just shared the personal information that his wife was from Amsterdam. Also, I was about to take a business trip to Amsterdam, and, according to my history buff client, I lived in the City of New Amsterdam--sort of..after 1674 it was renamed "New York City" after the Brits kicked out the Dutch.
To build on this moment I sent my client an e-mail reviewing our Amsterdam coincidences with a link to a stunning historical map of old New Amsterdam. My clever subject line mentioned the Amsterdam references and offered the map.
I called in a few days expecting kudos for my thoughtfulness and cleverness.
Perhaps too clever. My email never arrived because of another coincidence, Amsterdam is the pornography capitol of Europe and my e-mail was hunted down and murdered by a porno killing spam filter. What would Peter Stuyvesant, say?
What you put in your e-mail, and especially your subject line, will be scrutinized by spam filters. You need to be careful and maybe not so clever. The subject lines least effected by spam filters are very straightforward.
If you want to know how a spam filter might view your e-mail have have a "content checker " review it. It's a simple free device to use. Just paste in your subject line and body copy into the web tool and press a button. Lyris provides a free content checker at this link: