By Jim Calloway

A headline on a newspaper article or a blog post is supposed to draw readers into the story. So, too, should the subject line on an email encourage the recipient to open the email and read it. Whether you are emailing clients, opposing counsel or a prospective client, the goal is that emails are opened and read.

The subject line should help the recipient understand what the email is about. Never assume that the recipient will know because you emailed them about this last week or you have only one case pending with them. We understand that sometimes it is best not to put a client’s name in an email subject line. But we also understand that overflowing inboxes mean many lawyers are often searching for old emails still in their inboxes, so make sure yours is easy to locate by subject line.

Let’s be informative and avoid these seven subject line sins that keep our emails from being read.

1. No Subject Line The one thing worse than a bad subject line is no subject line. You can come across as careless or maybe even concealing your true message. But an important thing for you to understand is that having a blank subject line greatly increases the possibility your email gets grabbed by a spam filter or ignored.
2. The Ordering or Demanding Subject Line “Please call me ASAP” is a bit scary, especially if sent to a subordinate. But it is not as bad as “We need to talk” which, coming from a supervisor sounds like you are about to be terminated. And if you are sending demanding emails with subject lines like “!!!!!!!” or “??????,” you had better be someone’s supervisor because none of the rest of us will react well.
3. URGENT Sometimes we feel like we must put Urgent in a subject line but, if you do, lose the All Caps. Far better is a specific time reference. “The Brief Due 5/1” or “The May 19 deadline.”
4. DON’T SCREAM AT ME WITH ALL CAPS Just don’t.
5. Re: Re: Re: Fwd: Re: Fwd: Fwd Once the subject line has so many Re:’s and Fwd:’s that you cannot even read the original subject line, it is time to either prune your subject line or maybe just start with a new email.
6. This is so-and-so Since your email “From” line already told them that, it is arguably not needed.
7. Quick Question We lawyers all know this one. When someone says this, the question may be short, but the answer may not be. Sometimes this is a euphemism for free advice.