Subject lines that bring home the bacon

From Constant Contact Email Marketing blog, 15 Truths You Must Know To Create Almost Perfect Subject Lines. Here are the truths that best apply to fundraising:

• People won't act unless told to do so
• People are skeptical of most emails
• People do NOT like to have their time wasted
• People are more likely to act when they feel a sense of urgency
• People care more about the sender than the message
• People hate being misled
• People want things to be personal, just not too personal (don't put the recipient's name in the subject line!)
• PEOPLE DO NOT RESPOND TO CAPITAL LETTERS AND EXCLAMATION POINTS!!!!
• People actually do like being teased (Those weird techniques you see on direct mail envelopes? They work here too!)
• People hate being sold to