1. Don’t use capital letters in the subject line.
Want to show excitement in the subject line? Using all capital letters is not the way to do it. Let’s forget the idea that capitals indicate yelling in the world of messaging. You need to remember that reporters’ inboxes are filled with spam, and a subject line with all caps is going to scream “Spam!” to them. Even if it doesn’t, it’s just plain annoying.
2. Nix exclamation points.
Excessive exclamation points are the mark of a novice writer. People seem to think that when they use them repeatedly they convey how interesting and exciting their news is.
Much like capital letters, using too many exclamation points is just plain irritating. And when you use them repeatedly, they lose their value. However, one or two well-placed exclamation points can add the excitement you’re looking for. Just place them wisely.
3. Put the best information in the subject line.