Just a p.s. to David's post--Subject lines should, in fact, contain some reference to the subject of your PR or Marketing email. If it contains a story pitch, how about Story Pitch on Web site Content. If it contains a press release, how about Press Release: Our Company Releases Product. I can't tell you how often PR or Marketing people call to say "did you get my press release and if so, why didn't you use it?" And when I ask what the subject line was, it turns out I deleted the message thinking it was spam. Imagine if I used an automatic spam filter, my email inbox would be half empty...
