I tend to write subject lines as statements. Research suggests I could be leaving readership on the table. I have this habit with subject lines… Even when they begin with words like How or Why, I tend to frame them as statements rather than questions. Why Customers Choose the Familiar instead of Why Do Customers Choose the Familiar? The first one has always seemed cleaner to me. More confident, I guess. Less clickbait-y. A study I came across has me reconsidering that instinct. Researchers at...