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Automated Email From Websites to Customers (08 Dec 2003)
The very best subject line in the study was "Order has shipped." In fact, it was so good that many users didn't open the message. This is fine if your message contains no additional information that requires the user's immediate attention. Users typically saved such messages and said they would open it if the package didn't arrive and they needed the tracking number.

A good subject line is gold. Invest accordingly in writing the copy.
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