Reporters and editors with whom I have a close association are used to seeing "Story Idea for You" or "Column Idea for You" in the subject line. They know my ideas are usually right on the mark, so I don't have to worry that they'll bypass the message. Not so if I'm pitching to someone who doesn't know me. That's all the more reason the subject line must be eye-catching and compelling.
In the subject line, do not use:
 "Press release"
 "Media release"
 "Information for you"
 "A story idea"
 The name of your agency
Consider catchy words and phrases that explain a little what the story is about, like the following:
 "9 job-hunting tips" when pitching an idea for a how-to article on job-hunting.
 "A CEO & His Red Corvette" when pitching a profile story of your CEO who rides around town in his red Corvette
 "Small Business Survival Tactics" when pitching a new book for small business owners
To learn more about what not to do versus what to do with your email pitch see Special Report #26 How to Make Your Story Pitch Stand Out in the E-mail Jungle