Subject Lines That Work
Standing out in the inbox isn't easy. A lot of promotional emails I receive have subject lines that aren't special. They simply promote a 10 percent or 20 percent off sale. We know that the main mission of a subject line is to spike interest. So, let's take a look at some subject lines that did resonate with me.
1-800-Flowers: "☼ Good Day, Sunshine! Save 20% Sitewide ☼"
I like the reference to the Beatles’ song from 1966. Note that special "sun" characters were used to bracket the subject line. I think these work, particularly if they're only used occasionally. Speaking of special characters, the company sometimes uses them in the "From" line: e.g., 1-800-FL✿WERS.COM. The payoff for the subject line was a headline that read, "The forecast calls for lots of sunshine … and smiles." I wonder if 1-800-Flowers.com checked weather forecasts and didn't send this subject line to subscribers in areas that had inclement weather.
"You're Awesome. Take 20% Off Everything!" It's nice to be told I'm awesome; it makes me feel good. Plus the snippet for the email explained that 1-800-Flowers.com was having its annual customer appreciation sale.
Moosejaw: "All of Our Snakes are Missing"
Now that's a provocative subject line! The email was promoting hoodies and tees artfully laid out on the grass with cute little snakes wiggling over the products. There was a note superimposed over the images that said: If you get a snake in your package, email Clifford@moosejaw.com and we'll give you 500 points.
"Do you want a Free $20?" This email offered customers who spent $100 an "almost" gift card for $20. The $20 gift card did have a time limit of three weeks for redemption.
Sephora: "Doesn't a reward sound nice?"
The cosmetics purveyor has a loyalty program and its email reminded me that I have accumulated points which I can apply to a purchase.