Every week, a couple of e-mails arrive with scintillating subject lines like “Weekly e-blast” or “The Latest News from…” Makes you want to drop everything and open them, doesn’t it? So two thoughts. First, content matters. If you’re just e-mailing people to tell them how awesome your company is, please stop. Instead, prove your awesomeness by sending them new ideas they can use, or by sharing information that can help them do what they do better. And second, please put a little thought into those subject lines. They have a huge impact on whether anyone opens your e-mail. And that’s kind of the point, isn’t it? So make them powerful. Make them thought-provoking. Make them funny. Make people wonder. But don’t make them boring.