As in real life, first impressions matter in email marketing. Do you want to be the cool guy walking down the road everyone turns around to look at, or just that creep in slippers and a leopard-print bath robe most move away from when they cross paths in the street? The inbox is a noisy and crowded place, and the fight for your contacts’ engagement is on. You have around 60 characters to capture your consumer’s attention in the subject line. How will you do it?