How do we get a recipient to open our emails? This has always been a thorny issue within the internet marketing community. Just because someone has subscribed to our list does not mean that they will automatically open the emails we send out. The answer to the problem is to treat our email subject lines as ‘mini-headlines’. In order to incentivise the recipients of our messages to open them we must produce the best email subject lines we possibly can, – subject lines that work.