Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Subject Line Savvy

1,361 views

Published on

Free Blue Ribbon Webinar: Subject Line Savvy

  • Be the first to comment

  • Be the first to like this

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>blog.verticalresponse.com </li></ul></ul><ul><li>VR Marketing Lounge </li></ul><ul><ul><li>Copywriting Group: http://lounge.verticalresponse.com/group/copywritingtips </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

×