The Importance of Having a Good Subject Line in Your Email

"Don't Miss This!"

"Your $12 into $4000 in 7 Days Online!"

Don't they look familiar? Like me, you probably receive countless spam emails in your Inbox on a daily basis. Yet, we can learn from these spammers in crafting our emails. Without fail, most of the spam that I receive has arresting subject lines like those above. Yet, I have received emails from friends and non-spammers that either don't have a subject line or a subject line that doesn't spell out the purpose of their  intended message.

Let's say you are writing an email to a client to correct an error in the invoice sent out by your company and you have this as your subject line: "Invoice". This subject line does not give an indication of the purpose in sending out your email. The subject line could be rephrased thus: "Error in Invoice No. 45601". This would tell the reader what the email is really about.

A good subject line will also get the reader's attention. Quite often I have deleted emails that don't have a clear or arresting subject line. You may write a good email message, but there's still the danger of your email being deleted without the recipient having read your message if you have a lame or an ineffective subject line.

 Woman in Red

                          Water color, courtesy of One Academy undergraduate.

Charming Cherating

This Chinese New Year I made my way to Kuantan and onwards to my favourite spot in Cherating. As I've stopped swimming in chlorinated swimming pools, the few annual trips to any sea is something I always look forward to. There I was, soaking it all up in the South China Sea when anidiom nibbled at my toes and I found myself out of my depth! Gr-up-gr-up-gr-up...I was gasping for breath, struggling to keep my head above water when something gave me a swift tug and, before I knew it, I was plumbing the depths of the more than 5000 m deep South China Sea. I guess by now you're already saying that all this doesn't hold water - it's all bunk, a load of baloney!

Yeah, baloney, alright. I'm just having fun with some water-idioms. Good thing it wasn't a sea snake that nibbled my toes!

Eureka!

What can we learn from famous personalities, be they scientists, business icons or artists?

I can still recall the vivid tale we read in our science book eons ago about the discovery of the Archimedes Principle: the upthrust experienced by a body immersed in a fluid. Apparently, he proclaimed Eureka! - a word derived from the ancient Greek word heureka, meaning I find - when he stepped into a bathtub and understood that the volume of water displaced must be equal to the volume of the part of his body that was submerged. The story has it that he was so excited about his discovery that he ran naked through the streets of Syracuse shouting Eureka!

So, what can we learn from Archimedes apart from the amusing spectacle of a disheveled-looking flasher shouting Eureka!?

Was his discovery of the Archimedes Principle the result of a stroke of good luck, much like striking a lottery? Like Sir Isaac Newton who discovered the law of gravity after an apple fell on his head, Archimedes's discovery was not pure luck. If at all it was luck, it was luck that was caused by the collision of two speeding cars: HARD WORK and OPPORTUNITY.

BING! BANG! BOOM!...EUREKA!!!

Apart from the one-in-a-million chance lottery winner, success for most people comes from hard work and perseverance. If Archimedes had not been thinking and working hard in trying to solve this problem, I doubt if he'd have had his breakthrough Eureka moment.

Sir Richard Branson Makes Me Sweat...

I'm about 80 per cent through Sir Richard Branson's risquely-titled new book, Screw Business As Usual, and I'm sweating profusely with inspiration from chapter to chapter, page to page. In this book, he champions his mantra: "Do good, have fun and the money will come". He illustrates with examples how "businesses, from commercial enterprises to those run by social entrepreneurs, can grow and thrive by doing the right thing". Here are three examples that I like.

Having been in the education industry for the most part of my working life, I'm inspired by his story about a dyslexic,  Peter Avis, and how he makes it good at one of Branson's businesses. At the age of 17, when he was looking at the various career options open to him, his headmaster told him: "Some people are made to sweep the streets and, unfortunately, you are one of those people". Peter, the no-hoper, who started off as a dishwasher, battled the odds and went on to manage Babylon, a restaurant owned by Virgin Limited Edition.

Yet, before Peter Avis worked at Babylon, whenever success stared him in the face, he would resign for fear that his dyslexia would be discovered. His transformation is only possible because, as Branson explains, "Virgin people are happy people...and because of that they love their jobs and stay in them. It's not just that the staff like working at Virgin- we value and respect them". In 2008 Peter Avis was voted Restaurant Manager of the Year and in 2009 Babylon was named Toptable Best Restaurant.

Branson's story about how at the age of 15 he decided that he wanted to get into the world to "continue my education in life" also makes inspiring reading. Like Peter Avis, he is also deslexic. Quite interestingly he nurtured a secret ambition to be a journalist, and at age 16 started Student, a magazine that would engage people to talk about "issues facing young people in the sixties, like the Vietnam War, racism, sexual health, and son on". An old letter he wrote to his school principal to explain  his reason for wanting to quit his school at Stowe shows the self-assurance and confidence that continue to serve him well in life and in business: "By leaving this summer I feel I can give more to Stowe and Britain..." Wow!

I also enjoy reading his anecdote of a KwaZulu woman who stopped him while he was visiting Ulusaba, Virgin's private game reserve in South Africa. "Mr Richard," she said, "I've heard you are a very generous man. Can you lend me money to buy a sewing machine?" Branson gave her the $300 she requested and she said she would "repay it within three months and employ six people full-time". When she left, Branson thought to himself that he would probably never see his money again. Three months later, when he visited a village to open some community projects supported by Virgin Unite, he was surprised when six women came up to him and gave him "a gift of the most exquisite cotton pillows and tribal clothes which they had made. And to complete my surprise, they returned the $300". But the entrepreneurial seamstress was nowhere to be seen as she was "off to the market selling the products".

Can you do this?

Go to this LINK to read more.