Flickr Photo: m-cI talk a lot about email marketing campaigns with folks just getting started with email (and you are NOT alone: there are lots of you just getting started). One of the most frequent questions I hear is, "What's the best way to approach subject lines?"

I usually take this question to mean, "How do a I write a subject line that will make people open my message?" But maybe I've been focusing on the wrong question. Maybe the question should translate to, "How do I write a subject line that will compel more people to click through?"

Really, isn't that what you want? Who cares how many people open your email if no one clicks through to take action?