The best subject lines are short and to the point, accurately describing the content of the email, but also catchy and intriguing, so the reader wants to know more. Once Again, this is the perfect place for A/B testing, to see what types of subject lines work best with your audience. Your call to action should be clear and simple. It should be somewhere at the top of your email for those who haven't finished reading the entire email, then repeated at the end for those reading all the way through. It should state exactly what you want subscribers to do, for example "Click here to download the premium theme for free.
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I could definitely be reading too much into a six-second social video, but Cook's X post looks to me like the back of a MacBook. The video also shows a person manipulating the Apple logo with their fingers, which, to me, screams "touchscreen."