maria semple is the founder of the prospect finder, a consulting firm that specializes in e-mail marketing. we caught up with her at new york now to get some ideas on how to make your e-mail work for you. how important is the subject line? >> subject line is very important. after the from line, who it's from, the subject line is the next most important thing. you've got two seconds to get somebody's attention, and actually the first two words will matter most in that subject line. and you also can't forget an area known as preheader text. which is that if you're looking at your e-mail inbox, especially on your mobile device, you'll see the from line, the subject line, and then the first line of text from that e-mail. so if you can work their name in to that preheader text, you've got an even greater chance of getting that e-mail opened. >> let's talk about tricks of the trade. is there anything we should think about in the subject line? there used to be, right, like must have, or sort of big statements that i feel don't work anymore. >> right. right. so, one of the tricks that you might tr