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Most of us figure we've already tried every subject line trick worth trying, which is exactly what makes this batch so annoying. Jay Schwedelson runs through a pile of tactics that sound too dumb to work, like dropping a period after every word or dressing up a subject line as a calendar invite, except the open rates keep climbing anyway. Stick around for the strangely strong hill he's willing to die on involving coworkers, swimming pools, and dance floors.

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Best Moments:

(01:20) Why a subject line that reads like a calendar invite is lifting opens by 28%.

(02:15) The bracketed newsletter trick everyone abandoned, back from the dead and working again.

(03:43) Opening a subject line with And or But to trigger a different kind of curiosity.

(04:15) A period. After. Every. Word. And the quiet drama it stirs up.

(04:46) Dropping next month into your subject line two weeks early, and why people bite.

(06:00) Jay's deeply held refusal to see work people in bathing suits or on a dance floor.