Where to put your hook: subject line or first sentence?

Where to put your hook: subject line or first sentence?

A reporter scanning fifty replies decides in seconds whether to open yours. You have two places to grab them — the subject line and the opening sentence — and which matters most depends on the format.

1. Email replies — the subject line is everything. If the service keeps your reply in their inbox, a clear subject like "Source: 9 years running email lists, data inside" earns the click.
2. Portal forms — there is no subject line. Here the first sentence does all the work, so front-load your strongest credential.

Think of it like a book. On a shelf, the spine (subject line) gets you picked up. Once open, the first line decides if you keep reading.

The lesson: know your format, then spend your best words where the reporter looks first.

Try this today: rewrite one subject line to name your single strongest qualification in under eight words.