In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

With most community-members suffering from email overload, action-seeking messages need subject lines that will encourage recipients to open them and read the contents.

For example, to encourage people to 'Share their Story', the email headline, "How will your story help?" is more likely to grab attention than the purely factual one of, "Share your story on our website".