email marketing: subject line savvy

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Subject Line Savvy

Presented by: Kimber S. PowersMarketing Training Specialist @

VerticalResponse, A Deluxe Company


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


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!


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


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.


The Components of The Inbox-Let’s take a look!

From label

Subject Line

Preheader text


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!!!


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


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


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


Bad Words for Subject Lines• Loan• Credit• Winner• Work from home• Pornography

• Casino• Opportunity• Apply Now• Oprah• Apple• Medication (Xanax, Valium,Viagra)FREE!


The Most Overused Phrase: Free Shipping


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


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)


Subject Line Hall of SHAME•Hello? •[No Subject]•TBD, will add later•Company Newsletter•‘Just This In Now –Open to Sign Up’


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


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


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/

http://www.verticalresponse.com/marketing-resources/guides/email-marketing

http://www.verticalresponse.com/marketing-resources/guides/email-marketing


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