I continue to work my way through the many great reader questions! Thanks for all of them.Today’s question: I’d like to create copy for the subject line for emails that will encourage people to open them. Amazing Results .. Update .. News .. doesn’t seem to work well, especially when trying to reach potential donors. The space is very limited so there’s no room for an explanation of what’s in the email. Any suggestions?Here are some ideas for better subject lines.1. TEST: Before you send out an email blast, test two different subject lines with a smaller subset of your list. Do this always,so you get smarter all the time. 2. PERSONALIZE: Use something personally relevant to the reader to grab attention.3. BE INTERESTING: Make your subject line oddly short, long or different. Above all, make it interesting. My friend Kivi Leroux Miller talks about bad subject lines being a wrapper (example: September Diabetes eNews) and good subject lines being the candy in the wrapper (example: 6 ways to manage your diabetes). Make it interesting, so people open the message in the first place.4. BE FRESH: Don’t say “update” or “news” each time. Focus on what’s actually new!5. BE BRIEF: Put key information right up front since subject lines get cut off. 6. INSTILL URGENCY: Make it clear why your email matters now — “three days left to give”7. BANISH SPAMINESS: Run it through a content-checker, avoid all caps and shun exclamation points.If I had to choose just one of these to convey, I would think it’s #3. My best advice for building a following is to create wonderful content and reflect it in the subject line. People open the emails they know will contain something of value. Provide that value. The rest will follow!For further advice, I recommend Copyblogger’s tips for better email. You can find that here.
Sloane Stephens stayed composed throughout the US Open final, playing near-perfect tennis to win her maiden Grand Slam title with a 6-3, 6-0 victory against Madison Keys as the future of American women’s tennis seemed assured on Saturday.The 24-year-old, back this summer from almost a year off the courts because of a foot injury, was never in trouble as her defensive play derailed the 15th-seeded Keys, who was playing with a heavily bandaged right thigh.”It’s incredible. I honestly had surgery Jan 23 and if someone had told me I’d win the U.S. Open I would have said it’s impossible,” said the unseeded Stephens who, after celebrating, sat down and chatted with Keys.”Madi is one of my best friends on tour and to play her here, I wouldn’t have wanted to play anyone else. I told her I wish it could be a draw and if it was the other way around she’d do the same. To stand here with her today is incredible, that’s what real friendship is.”Photo Credit: Reuters Keys noted, “Sloane is truly one of my favourite people and to get to play her was really special. Obviously I didn’t play my best tennis today and I was really disappointed but Sloane was very supportive and if there was someone I had to lose to today I’m glad it’s her.”FILLING A VOIDThe friendship could also develop into a great rivalry as both women showed throughout the tournament, and before that, that they could be competing for majors for a while.advertisement”In America, women’s tennis needs to be really high level because it has always been and they need to be filling up the void after the Williams sisters,” former world number one Mats Wilander told Reuters.Venus Williams, 37, was one of four Americans in the semi-finals but her sister Serena did not take part in the tournament because of the birth of her first child.In the first all-American US Open women’s final since Serena beat Venus in 2002, Stephens made only six unforced errors to frustrate Keys.It was a remarkable turnaround for Stephens, who six weeks ago was still ranked 957th by the WTA.Photo Credit: Reuters She sealed a straightforward win on her third match point when Keys sent yet another forehand into the net.Stephens welcomed the biggest victory of her career with a low-key smile, going into the Arthur Ashe Stadium stands to hug her coach, Kamau Murray, before embracing her mother.SURGERYStephens, who will pocket a record $3.7 million (2.8 million pounds) cheque, underwent foot surgery in late January and made her competitive comeback at Wimbledon.Saying earlier she was simply happy to be running around on courts, Stephens did a lot of running on Saturday to deny the 22-year-old Keys in what turned out to be a one-sided contest.Stephens played her usual defensive tennis, forcing her opponent to make the extra shot and testing her patience.She was rewarded with two break points in the fifth game of the first set, converting the first one when Keys again failed to wait for the right moment to accelerate and fired a forehand long.Photo Credit: Reuters Stephens held comfortably and bagged the set on her second occasion, Keys hitting a backhand long, her 17th unforced error — compared to Stephens’s only two.Keys showed signs of frustration as she felt the game was slipping away.Stephens moved to 40-0 up on Keys’s serve in the following game with a perfect backhand passing shot.Another ill-timed rush to the net, though, cost Keys a break, Stephens punishing her with a delightful dipping forehand passing shot.Keys fell 4-0 down when she hit a double fault and although she had her first break points of the match in the fifth game, Stephens held.Keys hit the ball harder and harder but it would always come back and she needed a 19-shot rally to save her second match point. On the third, she hit her 30th unforced error of the day.