Badly written email subject lines

I just received a renewal reminder email from my travel insurance provider, www.multitrip.com

You might imagine the email subject line would be something like:

Renew your worldwide travel insurance policy for just €39.99

Instead it's:

AMT Renewal - Ref:[AMTXXXX/nnnnn] - REMINDER 1

multitrip.com badly need to learn how to write microcontent.