Written subject line will lead your mailing list message either to the trash bin or straight to the junk folder.. and believe me, you don't want mailing list it to end in either places. Example of a good & bad e-mail message subject lines: Bad Subject Line: "Programming Courses For You" Good Subject Line: "Learn HTML 5 in 30 days!" The first subject mailing list line is weak (does not grab attention).
It also make the user wonder about the type of courses provided.. in his subconscious mind, he would say: "What courses? hmm, this mailing list message seems another SPAM!". The second subject line says it all (HTML Course), the user will know about the offer even before opening the message. Above all, the subject line is coupled with mailing list a time-frame (30 days) which is enough to push the customer to open the message & read more about the offer.
Mistake #2: Bad Targeting Sending mailing list irrelevant offers to your customers will make you look unprofessional.. your will be wasting time, effort and money by doing so. Do your home work (Analytics) & always do a background check mailing list on the mailing list before sending any offer to your customers. This will help in measuring success and doing your ROI analysis at later stage.