Subject Line SavvyWebinar

Presented by Jill BastianTraining and Education Manager

Twitter hashtag: #vrwebinar

Agenda1. The Importance of Subject Lines2. The Components of a Subject Line3. The Dos of Subject Lines4. The Don’ts of Subject Lines5. “Dirty Words” to Avoid in your Subject Lines6. An Inside Look at the Junk Box7. Subject Line Trends8. Subject Line Hall of Fame9. Subject Line Hall of Shame10. Resources11. Questions

The Importance of Subject Lines

Get through the SPAM filters and into the inbox Compel your recipient to open your email

• Stand out in the inbox Set and keep expectations

The Components of a Subject Line – Let’s Break It Down

From Line Company name

Subject Line Main CTA to get email

opened

Pre-header textSecondary copy to get email opened; displays in some preview panes

Subject LineFrom Line

Pre-header

The Dos of SL Writing Keep it short and sweet: Optimum SL length is 30-50 letters , or 5-8 words Put the most valuable information up front Make sure your SL won’t truncate or get cut off on an important word, such as a date

or discount Test often: There is no sure-fire SL formula Offer a benefit Mention offers and incentives Be timely Create a sense of urgency Stand out Get (positive) attention Keep promises (The CAN SPAM ruling states that for any commercial email, you must

have your subject line relate to the content of the email)

The Don’ts of SL WritingAvoid these common pitfalls: Waiting until the last minute to write your SL Using a SL place holder such as ‘TBD’ or “This is a test” Including the words ‘spam’ or ‘unsubscribe’ in your subject line Overusing or abusing punctuation!!! Putting the word ‘free’ in ALL CAPS, or use it as the first word of your SL

(a good substitute for “free” is complimentary or “on us”) Being misleading Repeating the same copy in your SL and preheader Repeating your company name in the SL (if it’s already in the from label)

“Dirty Words” to Avoid In Your Subject Line

An Inside Look at the Junk Box

Subject Line Trends The use of discount codes in the subject line

• Use Code 32GIFT to Get Free Shipping!

The use of “first time ever” in the subject line• 30% off your entire order - first time ever!

Personalization • Personalization such as first name works for some SLs but can appear very “big brother”

Creating a countdown series:• Jingle your way to Savings! HOHOHO Coupon Enclosed!• 4 Days Left to Buy More Save More! HOHOHO Details Inside.• Hurry, Only 24 Hours Left to Save up to $24 with HOHOHO!

Asking a Question• Graduation Party? Get Gifted.

Top lists:• Top 10 Best Gifts Under $10

Email Exclusive Offers Mystery Offers:

• Mystery Offer - Save 15%, 20%, or 30%!

Subject Line Hall of Fame

1. One Shrek of a Deal From HP (Hewlett Packard)2. No Service Fee June - Ends Soon! (Ticket Master)3. Your Free Rentals are About to Expire. (Netflix)4. A New Mac for College. An iPod Touch for Free.

(Apple)5. Size Does Matter. The Longest Novels. (Bookstore)6. Redeem Your Borders Bucks Today! (Borders)7. Dig Up Some Great Earth Day Gifts.8. Your Magical Mystery Offer Is… (Disney Store)

Subject Line Hall of Shame.

Do: Be timely and current, yet sensitive to what is going on in the world around you.

Don’t: Try to capitalize on others’ suffering or current disasters

** Beware: This email created a lot of negative buzz on Twitter

Example of a positive cultural and timely subject line sent by a bookstore: Join the Barack Obama Book Club

Subject Line Resources VR Marketing Blog

• blog.verticalresponse.com VR Marketing Lounge

• Copywriting Group: http://lounge.verticalresponse.com/group/copywritingtips

Follow Us: VR4SmallBiz on Twitter Keep an eye out for the follow-up email:

• New Guide, Subject Line Savvy for Success• Subject Line Check List• Subject Line Starters

• Links to the presentation

Q&A