All About Email: Capturing Attention
After your from line, the most compelling thing motivating recipients to open your email is its subject line. You know the drill: To stand out in a cluttered inbox, you have to work hard to capture attention. Subject lines must be carefully crafted to develop innovative ways to present your latest promotions and products.
Think about how your company approaches email. You probably spend a lot of time planning the editorial and offer calendar and creating strong individual campaigns. However, subject lines are probably an afterthought. It's important to remember that one of your greatest points of leverage is the subject line. Do some soul-searching. Is most of your focus on the content of the email? Is the subject line constructed at the last minute? If so, you're missing the boat.
Here are some ideas you can put to use, and examples of what not to do.
Offers, Sales & Discounts
Here are the last five subject lines I received from an e-tailer that sends weekly communications:
- Groundhog Day Sale - Save up to 50%
- Red Tag Sale + Save up to 65% on Overstock
- Clearance Sale + Additional 10% Off 90,000 Items - Code inside
- Winter Sale + Promo Code Inside
- Clearance Sale - Save up to 75%
Would you open them? What image do they project for the company?
The e-tailer gets credit for playing up Groundhog Day. But every subject line is essentially the same. They didn't capture attention because they're mundane — it's just a matter of which discount is offered each week. They also position the company as a discounter and nothing more. (In fact, in my view, this particular brand is not a discounter.)
Examine the email strategy for your company and brand. Too many companies are in lockstep with the company above, only focusing on quick sales. Your email program should have many more overall objectives.
