Granted, Lyris is a marketing outfit spinning their own brand of voodoo but these two posts make some great points.

Email Subject Lines: 15 Rules to Write Them Right

Creative Briefs: Your Map to Message Success

The Creative Briefs’ point that “haste makes waste” is especially appealing. Yes! Measuring twice and cutting once will beat the hare just about every time. Pick a target… Focus… Shoot… Listen to feedback… Reload… Fire again…