email marketing: subject line savvy
TRANSCRIPT
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Subject Line Savvy
Presented by: Kimber S. PowersMarketing Training Specialist @ VerticalResponse, A Deluxe Company
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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
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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
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Just Say No To SPAMCAN-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.
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The Components of The Inbox-Let’s take a look!
From label
Subject Line
Preheader text
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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!!!
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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
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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
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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
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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
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Subject Line Hall of FameYour 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)
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Subject Line Hall of SHAME•Hello? •[No Subject]•TBD, will add later•Company Newsletter•‘Just This In Now –Open to Sign Up’
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FormattingWrite 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
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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
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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/
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Upcoming Webinars• April 28 – Grow Your Email List Like a Pro
• May 12 – Social Media For Your First Year in Business
• May 18 - Writing a Compelling Small Business Content 101
• May 19 - Designing a Winning Mobile App
Register on Deluxe.com/blog or VerticalResponse.com/More