Good wording: "Has the Market Wreaked Havoc on Your 401(k)?"

Morningstar has a knack for good email subject lines. Like "Has the Market Wreaked Havoc on Your 401(k)?" That's a line that many people can relate to.

Morningstar also achieves a nice conversational tone in its email, which starts out:

Yes, it feels awful right now. And it's possible things could get worse before they get any better. But as unnerving as recent events have been, history has shown us that the economy will come back--and that means the market will, too.

This email was an advertisement for Morningstar Fund Family Reports. I'll bet some folks signed up for trial subscriptions in response.

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Susan B. Weiner, CFA
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Copyright 2009 by Susan B. Weiner All rights reserved