E-Mail Applied: Change the Subject
• Dell Small Business — One day only. Exclusive e-mail sale
Subject Line Mistakes
Here are some subject lines that aren’t as effective as they could be:
“What do Madonna and Guy Ritchie talk about in bed?”
It’s an intriguing headline, but the effect is ruined with HTML coding. The mailer attempted to italicize the word “do” with the coding, but it didn’t work.
The cataloger previously used “March exclusives” and “February exclusives,” both of which are too vague. It would be better to highlight one or two items or categories when using this tactic.
If you clearly include your brand in the from line, don’t include it in your subject line. It takes up too much space and leaves you less room to motivate your readers.
Subject lines have the greatest impact on your e-mail’s success. It pays to get them right.
Reggie Brady is president of Reggie Brady Marketing Solutions, a direct and e-mail marketing consultancy in Norwalk, Conn. You can reach her at (203) 838-8138 or firstname.lastname@example.org.