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Subject Line Savvy


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Free Blue Ribbon Webinar: Subject Line Savvy

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Subject Line Savvy

  1. 1. Subject Line Savvy Webinar Presented by Jill Bastian Training and Education Manager Twitter hashtag: #vrwebinar
  2. 2. Agenda <ul><li>The Importance of Subject Lines </li></ul><ul><li>The Components of a Subject Line </li></ul><ul><li>The Dos of Subject Lines </li></ul><ul><li>The Don’ts of Subject Lines </li></ul><ul><li>“ Dirty Words” to Avoid in your Subject Lines </li></ul><ul><li>An Inside Look at the Junk Box </li></ul><ul><li>Subject Line Trends </li></ul><ul><li>Subject Line Hall of Fame </li></ul><ul><li>Subject Line Hall of Shame </li></ul><ul><li>Resources </li></ul><ul><li>Questions </li></ul>
  3. 3. The Importance of Subject Lines <ul><li>Get through the SPAM filters and into the inbox </li></ul><ul><li>Compel your recipient to open your email </li></ul><ul><ul><li>Stand out in the inbox </li></ul></ul><ul><li>Set and keep expectations </li></ul>
  4. 4. The Components of a Subject Line – Let’s Break It Down <ul><li>From Line </li></ul><ul><li>Company name </li></ul><ul><li>Subject Line </li></ul><ul><li>Main CTA to get email opened </li></ul><ul><li>Pre-header text </li></ul><ul><li>Secondary copy to get </li></ul><ul><li>email opened; displays in </li></ul><ul><li>some preview panes </li></ul>Subject Line From Line Pre-header
  5. 5. The Dos of SL Writing <ul><li>Keep it short and sweet: Optimum SL length is 30-50 letters , or 5-8 words </li></ul><ul><ul><li>Put the most valuable information up front </li></ul></ul><ul><li>Make sure your SL won’t truncate or get cut off on an important word, such as a date or discount </li></ul><ul><li>Test often: There is no sure-fire SL formula </li></ul><ul><ul><li>Offer a benefit </li></ul></ul><ul><ul><li>Mention offers and incentives </li></ul></ul><ul><ul><li>Be timely </li></ul></ul><ul><ul><li>Create a sense of urgency </li></ul></ul><ul><ul><li>Stand out </li></ul></ul><ul><ul><li>Get (positive) attention </li></ul></ul><ul><ul><li>Keep promises (The CAN SPAM ruling states that for any commercial email, you must have your subject line relate to the content of the email) </li></ul></ul>
  6. 6. The Don’ts of SL Writing <ul><li>Avoid these common pitfalls: </li></ul><ul><li>Waiting until the last minute to write your SL </li></ul><ul><li>Using a SL place holder such as ‘TBD’ or “This is a test” </li></ul><ul><li>Including the words ‘spam’ or ‘unsubscribe’ in your subject line </li></ul><ul><li>Overusing or abusing punctuation!!! </li></ul><ul><ul><li>Putting the word ‘free’ in ALL CAPS, or use it as the first word of your SL (a good substitute for “free” is complimentary or “on us”) </li></ul></ul><ul><ul><li>Being misleading </li></ul></ul><ul><ul><li>Repeating the same copy in your SL and preheader </li></ul></ul><ul><ul><li>Repeating your company name in the SL (if it’s already in the from label) </li></ul></ul>
  7. 7. “ Dirty Words” to Avoid In Your Subject Line
  8. 8. An Inside Look at the Junk Box
  9. 9. Subject Line Trends <ul><li>The use of discount codes in the subject line </li></ul><ul><ul><li>Use Code 32GIFT to Get Free Shipping!‏ </li></ul></ul><ul><li>The use of “first time ever” in the subject line </li></ul><ul><ul><li>30% off your entire order - first time ever!‏ </li></ul></ul><ul><li>Personalization </li></ul><ul><ul><li>Personalization such as first name works for some SLs but can appear very “big brother” </li></ul></ul><ul><li>Creating a countdown series: </li></ul><ul><ul><li>Jingle your way to Savings! HOHOHO Coupon Enclosed! </li></ul></ul><ul><ul><li>4 Days Left to Buy More Save More! HOHOHO Details Inside. </li></ul></ul><ul><ul><li>Hurry, Only 24 Hours Left to Save up to $24 with HOHOHO! </li></ul></ul><ul><li>Asking a Question </li></ul><ul><ul><li>Graduation Party? Get Gifted. </li></ul></ul><ul><li>Top lists: </li></ul><ul><ul><li>Top 10 Best Gifts Under $10 </li></ul></ul><ul><li>Email Exclusive Offers </li></ul><ul><li>Mystery Offers: </li></ul><ul><ul><li>Mystery Offer - Save 15%, 20%, or 30%! </li></ul></ul>
  10. 10. Subject Line Hall of Fame <ul><li>One Shrek of a Deal From HP (Hewlett Packard) </li></ul><ul><li>No Service Fee June - Ends Soon! (Ticket Master) </li></ul><ul><li>Your Free Rentals are About to Expire. (Netflix) </li></ul><ul><li>A New Mac for College. An iPod Touch for Free. (Apple) </li></ul><ul><li>Size Does Matter. The Longest Novels. (Bookstore) </li></ul><ul><li>Redeem Your Borders Bucks Today! (Borders) </li></ul><ul><li>Dig Up Some Great Earth Day Gifts. </li></ul><ul><li>Your Magical Mystery Offer Is… (Disney Store) </li></ul>
  11. 11. Subject Line Hall of Shame . Do : Be timely and current, yet sensitive to what is going on in the world around you. Don’t : Try to capitalize on others’ suffering or current disasters ** Beware: This email created a lot of negative buzz on Twitter Example of a positive cultural and timely subject line sent by a bookstore: Join the Barack Obama Book Club
  12. 12. Subject Line Resources <ul><li>VR Marketing Blog </li></ul><ul><ul><li> </li></ul></ul><ul><li>VR Marketing Lounge </li></ul><ul><ul><li>Copywriting Group: </li></ul></ul><ul><li>Follow Us: VR4SmallBiz on Twitter </li></ul><ul><li>Keep an eye out for the follow-up email: </li></ul><ul><ul><li>New Guide, Subject Line Savvy for Success </li></ul></ul><ul><ul><ul><li>Subject Line Check List </li></ul></ul></ul><ul><ul><ul><li>Subject Line Starters </li></ul></ul></ul><ul><ul><li>Links to the presentation </li></ul></ul>
  13. 13. Q&A