The tips about how to compose the message are worth a try but I really hate it if businesses contact me with my name in the subject. I instantly classify such e-mails as spam. There must be other ways to choose a subject line that will attract the attention of the recipient.
I suppose it depends on the recipient. But it might also work if the subject line can refer to something specific that the recipient has done recently (like "Comments on your latest blog post re: Facebook marketing" or "Loved your interview on Example.com"). As long as the body of the email is sincere and relevant to what you put on the subject line.