The CAN-SPAM Act of 2003 requires that your subject line accurately reflect the contents of your email. Your subject line must not use tricks to get your subscribers to open the email. For example, if you are giving away free merchandise with a conditional purchase, your subject line cannot simply say “Free XYZ” but instead would have to include the information about the conditions associated with the giveaway.

Examples of acceptable subject lines:

• “7 Days in NY for $100 (with a timeshare investment)”
• “Unlimited Downloads (with automatic monthly billing)”
• “0% APR for 60 Months (not all applicants will qualify)”
• “$159 Flights to Europe (restrictions apply)”