Subject lines are hugely important. After putting lots of time and effort into your campaign, you want it to be opened. With just your sender name and subject line visible in the inbox, you need to nail it. It can be tempting to resort to any tactics necessary to get that open, which you hope will become the first step in a conversion, but if you get this wrong you could do more damage than a non-open. So, let's explore clickbait subject lines and discuss their place in an inbox.