One of the most important piece of any email is the subject line, but many businesses have a difficult time creating interesting ones. Reading through this presentation, you'll learn: - How to write a good subject line - What works in subject lines, or doesn't - Pre-header text dos - Subject line trends Interested in watching a replay of the webinar? Add this link to your browser to view on Youtube: https://www.youtube.com/watch?v=jdLt_2hezmM

1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Subject Line
Savvy
Presented by: Kimber S. Powers
Marketing Training Specialist @
VerticalResponse, A Deluxe Company

2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Here’s what we’ll cover
•The Importance of Subject Lines
•Components of a Subject Line
•Dos and Don’ts
•Subject Line Trends and Examples
•Resources

3. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Deluxe & VerticalResponse:
The Perfect Match
 VR acquired by Deluxe Corporation in July 2013, joined
their Small Business Services Division
 Marketing professionals based in San Francisco and
Shoreview, MN offices
 2016 (and Beyond!) Webinars will target small business
owners and nonprofits
 Popular topics include websites, logos & branding, social
media and more- Now including more experts!

4. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Importance of Subject Lines
•Encourages your recipient to open your email
•Offers opportunity to stand out in the inbox
•Chance for creativity in small space
•Provides insight about what speaks to your
customers

5. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Just Say No To SPAM
CAN-SPAM - Don’t use deceptive subject lines. The subject
line must accurately reflect the content of the message.
CASL - Your subject line must pertain to the content in the
email. No part of the email message can be misleading or
false.

6. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Components of The Inbox-Let’s take a
look!
From
label
Subject
Line
Preheader
text

7. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Dos of Subject Line Writing
• Keep it short and sweet: Optimum length is 30-50 characters, or about 10
words
• Make sure your SL won’t truncate or get cut off on an important word, such as a
date or discount
• Offer a benefit: Why should your reader care about your content? 50% off
now. NO lines!
• Mention offers and incentives
• Create a sense of urgency – use dates, not ALL CAPS!!!

8. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Dos Continued…
• Test often: There is no sure-fire formula
• Be timely – use current events to get attention
• Stand out with personalization
• Get attention with symbols – ae[AJK

9. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Don’ts of Subject Lines
•Wait until the last minute to write your subject line
•Use a place holder such as ‘TBD’ or “This is a
test”
•Include the words ‘spam’ or ‘unsubscribe’ in your
subject line
•Overuse or abuse punctuation!!!
•Write your subject line IN ALL CAPS

10. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The Don’ts Continued….
•Be misleading
•Repeat the same copy in your subject line and
pre-header
•Repeat your company name – it should be in
the From label
•Waste space with filler words
•Panic your readers

11. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Bad Words for Subject Lines
•Loan
•Credit
•Winner
•Work from home
•Pornography
•Casino
•Opportunity
•Apply Now
•Oprah
•Apple
•Medication (Xanax,
Valium,Viagra)
FREE!

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The Most Overused Phrase:
Free Shipping

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Overexposed Runner-ups
•Buy Now
•Last Chance
•Company Newsletter Name
•All Sales Final
•Ends Tomorrow
•Act Now

14. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Subject Line Hall of Fame
Your Happy Monday Surprise + FREE Shipping Every Day (BR)
A FREE Bloomin’ Onion is the start to a great week (Outback)
Click if you like Birthday cake (Macy’s)
This American icon needs your help (WWF)
☼ Wakey, wakey! Time for your End of Summer breaky ☼ (Orbitz)
Choreograph Your Own Season Today – (San Fran Symphony)
We Want You Back, Kimber! (Land’s End)
Hey Kimber, Where you been? (Bloomingdale’s)
Quick! Nobody's looking...... (Lucky Brand Jeans)

15. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Subject Line Hall of SHAME
•Hello?
•[No Subject]
•TBD, will add later
•Company Newsletter
•‘Just This In Now –Open to Sign Up’

16. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Formatting
Write your subject line as you would a title:
• Capitalize the first and the last word.
• Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate
conjunctions.
• Lowercase articles (a, an, the)
• Spell check!
• www.titlecapitalization.com
• AP Stylebook - https://www.apstylebook.com
• Dictionary.com

17. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Summary
•Subject lines help determine whether a customer will
open your email
•Create compelling SL & Pre-header text
•Do not abuse punctuation or symbols
•Always add in your subject line first
•Proofread your subject line (and email!)
•A/B test to learn your audience

18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Subject Line Resources
• VR Marketing Blog verticalresponse.com/blog
•The Sweet Smell of a Subject Line
•50 Inspiring Retail, B2B and Non-Profit Subject Lines
• Guides Page: http://www.verticalresponse.com/marketing-
resources/guides/email-marketing
•Savvy Subject Line Writing for Success
• Subject Line Starters - www.verticalresponse.com/blog/apps/convo-
starter/

19. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Upcoming Webinars
• Jan 28 – Social Media Marketing for Your Small Business
• Feb 3 – Creating a Successful Email
• Feb 11 – Define Your WOW! Factor – Creating an
Unforgettable Brand
• Feb 17 – Small Biz Advertising Principles
Register on Deluxe.com/blog or VerticalResponse.com