They are super important. That's the one thing that can double your open rate. Think about it when you open your email the next time. What captures your attention?
Can't be ignored, but reflecting on my own behavior, i think the subject line is more important for free newsletters than paid. If I'm a paid subscriber to your newsletter, I'm already (literally!) bought in to what you have to say. I'm more likely to treat free newsletters as a pool of options on my attention -- if I get grabbed I'm in.
BodySherpa