Before your readers even get to your email campaigns, they need to get past the subject lines. The fact is, no matter how great your email marketing campaign might be – it might all be for nothing if you can’t pin down a series of high conversion email marketing subject lines.
Email marketing campaigns for retail are motivated by aesthetics, but the theme around what those aesthetics will look like are ultimately content-driven. This is where you email campaign and your subject line can go hand in hand. Take the following, for example:
Top 20 Under $20
Lists work. Always. On the same note, lists for types of buyers work really well too. Take for instance, “Gifts for Dad” or “Gifts for Your Mother-in-Law.” By the way, I’ve never seen that later idea used ever. Consider it a freebie. There’s also a great one that I saw a while ago, titled “10 Gifts for little ones.” In that vein of thought, lists featuring celebrities always work well and have a pretty high social conversion. People want to get punctuated ideas about what the options are – and we love to see which of our favorite celebrities are sporting the same.
My absolute favorite subject line for a list was inspired by Refinery29: “The broke girl’s guide to a luxury vacation.” It’s perfect for their demographic; it plays on a popular TV show with a similar name, and it is something most of us can relate to.
You’re Invited!
An invitation begs our consideration. Whether it’s an online sale, a survey opportunity or an in-store event, the formality of an invitation turns any marketing strategy into a social affair. You’re invited also makes people feel special, which fosters warm and fuzzy feelings from your consumer to your brand.
Free Product with Purchase
Everyone loves a free product. The goal here is to offer the product, but not mention what it is. Only clicking the email should give a reader access to the free product. In order to get them excited about the free product, try including a video of it as well. One the subject of deals, Groupon had a great email marketing line that was cheeky: “Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)” It gets you curious about Steve…and you click on it hoping to find out a little bit more about Steve.
Last Chance for…
Creating a limited time opportunity is a sure fire way to get a consumer’s attention. The feeling of rushing to get something that only has limited availability also works for holiday sales. Holiday sales, especially around summer and winter, are always a winner. The same also goes for when something “ends today.” In a nutshell, language around windows of opportunity initiate action because we feel like it’s a temporary offer.
So the next time you’re at the drawing board trying to drum up a great subject line, turn to some of these curated winning examples for inspiration.
Shireen Qudosi is Benchmark Email's Online Marketing Specialist and Small Business Advocate. An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. Her work has been featured in the New York Times, Denver Post, the Oklahoman and Green Air Radio, among others.
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