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But be careful: all of your testimonials should be meaty, and you should never sacrifice specificity and storytelling just to get a shorter testimonial. The quotes are obvious – but the “unattributed quote” option is particularly useful. So if you can put an important marketing message in “quotes”, you may get more eyes on your subject line. So rather than write a “tldr” or summary-style subject line (which is generally crap for emails except when it’s a subject line for a promotion or it touches on scarcity and/or urgency), you’d give a fraction of the story, like any of these subject line formulas will do for you: You can then open a new loop with the body of your email, compelling the reader to click to close the loop or bringing the reader back tomorrow to read your loop-closing follow-up email.

There's a good chance the problem isn't you -- it's your profile.

What can you demonstrate to skeptics that your solution is easily going to ensure the promise is kept?

As you can see, it’s very similar to the first variation of the 4 Ps. The idea is that each detail is valuable on its own.

"A dating site is only as good as the matches on it for you," says Davis.