Subject Lines for Running Wild Email Marketing Campaign

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Subject Lines for Running Wild Email Marketing Campaign
Nancy Brumfield
Full Sail University
IMK4317-O 01: Display Advertising and Email Marketing
Professor Timi Cornell

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Everyone is overloaded with emails these days, with companies all vying for their
attention, which is why the subject line is the most crucial part of an email. Creating an
intriguing, direct subject line that offers value is crucial for an email marketing campaign. It
determines whether they open the email or send it to their trash.
The first subject line I have constructed for the Running Wild email campaign is,
“(Name), Crush your New Year goal with 25% off running gear 💪”. The goal is to inform the
customer of the current sale, helping to keep Running Wild at the forefront of their mind when
they are ready to purchase running gear. Personalizing the email is a great way to connect to
the recipient (Nokoyo, 2021). Using an emoji in the subject line will help Running Wild stand out
in a crowded inbox by grabbing the email recipient's attention. This technique can help increase
your email open rate. According to Campaignmonitor.com (n.d.), “Emojis in subject lines can
lead to higher response rates than traditional email” (p. 5). However, you need to avoid
overusing emojis so that it does not come across as spammy. Mailchimp suggests not replacing
words with emojis but instead using them to supplement to ensure you get your message
across ("2022 email marketing statistics & benchmarks," n.d.).
The second email subject line I have constructed is “Get fit at Running Wild. Sign up for
a training program today.” A study by Yes Lifecylce Marketing’s Yesmail360 found that emails
without direct offers produced higher engagement than emails with specific offers (Renfrow,
2017). The goal of the subject line is to inform the recipient that Running Wild is more than a
store that just sells running gear. They also offer training programs, classes, and groups to help
customers reach their goals, whether it’s to run their first 5K or a seasoned runner training for a
marathon.

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References:
2022 email marketing statistics & benchmarks. Mailchimp. (n.d.). Retrieved from
https://mailchimp.com/resources/email-marketing-
benchmarks/#:~:text=Average%20Totals&text=The%20average%20email%20open%20rat
e,the%20emails%20you%20send%20them.
Nokoyo, A. (2021, May). How To Draft A Good Email Marketing Campaign. Shibboleth
authentication request. Retrieved from https://web-s-ebscohost-
com.oclc.fullsail.edu/ehost/pdfviewer/pdfviewer?vid=8&sid=1fed042b-acb0-4f71-ab94-
844984f19986%40redis
Renfrow, J. (2017, March 14). Higher open rates for emails without offers in subject line.
Shibboleth authentication request. Retrieved from https://web-p-ebscohost-
com.oclc.fullsail.edu/ehost/detail/detail?vid=12&sid=7a8db3bd-96d6-40af-bbe0-
79776ca1855a%40redis&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3D%3D#AN=121857865
&db=bth
Using Emoji & Symbols in your email subject lines. Campaign Monitor. (n.d.). Retrieved from
https://www.campaignmonitor.com/resources/guides/using-emojis-and-symbols-in-email-
marketing/#:~:text=Emojis%20in%20subject%20lines%20can,emojis%20in%20their%20s
ubject%20lines.