[crisnoble]

This might work for one off emails where your user base is expecting it. But try to A/B test the headline, or better yet customize it for each subscriber, now you have to make many variations in photoshop -> export -> map -> send. You could imagine this getting out of hand fast.

If you get a HTML template you can use mailchimp or exact target to put custom html to each subscriber / subset and do A/B tests. It takes more time up front, and limits what you can do (er outlook / gmail limits that) but if you get it right it will pay off down the line.