E-Mail Applied: Change the Subject

Tests can include small tweaks. Wine Enthusiast tested “Wine Enthusiast Wine Refrigerators” vs. “Our Wine Refrigerators.” The use of the word “our” provided better results, perhaps because it made a
stronger connection between the company and the e-mail recipients.

Speak to Me

Think about personalizing your subject lines. Your recipients’ eyes are naturally drawn to their own names, which focuses attention. Be judicious about this. Although it works, that doesn’t mean every subject line should be personalized.