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Adding on more and more fees such as baggage fees and reservation fees. even though the airfare looks more, it's even more than it appears to be when you add the fees into it. however, the good news is that hotel rooms are still a deal. they're still a lot lower than they were two years ago. and so you can get good hotel deals. a lot of the big online travel sites like expedia and orbitz and so on are running deals which are 30% off. you stay two nights and get one night free. can you find good deals on the web. >> all right. so best advice? give us your best tips if you're booking a last minu...

>> well, you know, it still does to some extent it does. and if your e-mail service provider allows you to use the person that you're sending it to, their name in that subject line, then, again, anywhere you can personalize it, you, your -- >> so if someone -- in the subject line you would put, j.j., your best tips for great skin. i feel like that makes it seem more spammy. but is it proven that people open it more if their name is in the subject? >> yeah. i mean, you want it -- this is about permission-based marketing, right? so somebody has opted in to the list. that means they want to hear ...