After reading this, my hope is that you will walk away and pull a Justin Timberlake on your email marketing programs by bringing sexy back -- and it all starts with the subject line.
Why the subject line? Well, it is your first line of impact no matter what device or inbox type it hits.
A well-written subject line makes me want to do something. So often we have missed the art of writing a quick, impactful, on-brand, to-the-point subject line.
The best way to show you who is and who isn't bringing sexy back is to dive into some of the brands that I track closely.
Here are some examples of people nailing it -- and others that need some work on their subject line engagement. We can learn from both.
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I certainly agree that these are great teasers and make me want to "see more". However, I think that only plays well when the brand is well known. If a company is building a brand, those subject lines won't mean a thing nor get the receiver to open the email and see what's inside. Also, I thought that too many exclamation points throws the email into "junk". Finally, I have to agree with Alex...iMedia Connection is great at practicing what it preaches! Keep it coming!Dana KichenDesert Sage SeminarsDirector of Marketing
Maybe it's absent to avoid self-congrats, but frankly the most consistently compelling email subjects I ever see in my in-boxes are on the iMedia Connection emails themselves--including this one! Someone there is really practicing what we all preach! Kudos to them! (sorry for the exclamation marks--BTW I make my guys pay $100 for every one they use in an email--keeps the abuse down).
Dylan -I truly appreciate you pushing email marketers to "bring the sexy back". The Swell examples push the envelope to the edge yet resonate with their core surfing sweet spot like no other.When reading your post I immediately thought of The Zoe Report as another brand truly "bringing it" when it comes to subject lines like "TZR: The Coast Is Clear" which featured Alexandra Von Furstenberg's Acrylic Coasters. Or another "TZR: How Long Can You Go?" promoting a Rick Owens Full Length Skirt.I think every email marketer should "bring it" when crafting a subject line or subject line test.Kudos Dylan,Kimberly SnyderBronto SoftwareDirector of Strategic Servicestwitter: kimberlysnyder
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