eBizBlog

…..or at least your approach to subject lines and potentially your ROI on email marketing campaigns!  I recently received two emails that definitely caught my attention.  They were from two of my favourite retailers.  Typically, the fact that these two businesses are among my favourite places to shop is not enough to prompt me to open their mail — can you spell  “D-e-l-e-t-e –m-e-s-s-a-g-e”?  However, this week, they both used highly effective subject lines which stirred my curiosity and prompted me to investigate further.  The first message read “Don’t skip this e-mail - it’s worth 20% off your entire purchase!  Offer extended 1 day.”  I was hooked immediately.  In one short line I was clued into the opportunity to enjoy a sizeable discount and I was given extra shopping time to boot!  The other retailer’s subject line read simply “Welcome to our new website”.   How could a “tech-head” like myself resist?  Even if the new site wasn’t appreciably different from the store’s existing site, my interest was captured by the prospect of possible enhancements.  Ultimately, the message I took from both experiences was that the success of an email campaign can certainly hinge on the subject line.  This is something that every good eMarketer knows, but reminders like these are great ways to keep us on track.