Most of the time I write the same way I talk. Informal and conversational. So much so that I ask and answer my own questions frequently. The self interview if you will. I find it a very effective way to connect with readers. Rather than having information regurgitated back at the reader, they are instead brought into the story. This belief is certainly what got me to open the email I received from Thrillist this morning.

Why did I open it? The subject line. What was it? “Chorizo Donuts. Yup. Chorizo. Donuts.” Okay, now I’m going overboard with the self Q and As.

In all seriousness, I love this subject line. It’s like they were in my head when they wrote it. How does putting the words chorizo and donut next to each other not spark interest? The fact that they re-emphasize it makes it even better.

Enticing your subscribers with a great deal or promotion is one thing. If your reader is looking for a deal it most likely will work. Let’s be honest, who isn’t looking for a deal? The problem is, when everyone is offering deals they tend to blend together or are forgotten. I see so many subject lines offering me this or that that I just start to tune them out. It’s hard to stand out when every subject line says the same thing. Separate yourself from the pack with something a little more creative.

You don’t have to be Don Draper to come up with a creative subject line. I’m pretty sure you could write “Chorizo Donuts. Yup. Chorizo. Donuts” without a high school diploma. It doesn’t stop with the subject line either. Finding an interesting voice and sticking with it throughout all of your email campaigns will keep your subscribers coming back. They may even begin to look forward to receiving your next email communication. Now if you’ll excuse me, I need to go in search of this mecca of chorizo donuts.


作者 Andy Shore

Andy Shore found his way to Benchmark when he replied to a job listing promising a job of half blogging, half social media. His parents still don’t believe that people get paid to do that. Since then, he’s spun his addiction to pop culture and passion for music into business and marketing posts that are the spoonful of sugar that helps the lessons go down. As the result of his boss not knowing whether or not to take him seriously, he also created the web series Ask Andy, which stars a cartoon version of himself. Despite being a cartoon, he somehow manages to be taken seriously by many of his readers ... and few of his coworkers.