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I’m currently browsing books in the business section of Waterstones.

It suddenly struck me how similar this process is to reading emails in an inbox.

Right now,  i am scanning the spines of the books and making a judgment of whether or not to pull one out, based on a handful of words.

There are probably some great books here that i will never read – partly due to their title.

I’m sure they took months to write too, so should they have spent more time on the title?

If you are an email marketer, this lesson teaches us to split test for subject lines that are effective – because people really do judge a book by its cover!

Jay Chambers