October 13, 2011






We have discussed email marketing before, but with the holiday season fast approaching, it may time for a quick update.  Though email blasts are not famed for their response rate, they are still one of the least expensive and easiest online marketing methods.  Email blasts can reach thousands of people in minutes, so they should still be included in your marketing efforts.  Putting together a series of quality emails to advertise your holiday sales is a simple task.  The truly difficult part is creating subject lines that drive sales.  Most emails will be deleted without ever being read.  The subject line is the key to getting people interested enough to open your mail.  Follow the three step process outlined below to get people to open your mail.

1. Don’t Beat Around the Bush

A subject line should be as direct as possible.  The body of your email can contain humour or subtlety, but the subject line needs to clearly communicate the purpose of the email.  Always convey the content of your message.  Let people know what they will be reading about, or when they open your message it will go directly into the trash.  A subject line must provide enough information to be interesting, but stay true to the meaning of the email.

2. Take the time to Brainstorm Options

The body of email may take several hours to create.  Take just as much time with the subject line; it is equally important.  The two pieces must work together.  The subject line draws people in, and the body sells the products.  Here are some basic ideas to start with:

  • State the content simply and clearly (i.e. 30% off sale or your order has been shipped)
  • Ask a question
  • Number the steps to a desired result, 3,5,and 7 are often effective as they are short and sweet.
  • Start with a How To.  Consumers are often interested in easy to understand guides.Focus on innovation. Include words like “new” “only” or “best”
  • Set the stage for urgency. State the limited time frame.

3. Include a Call to Action

The subject line does not need to outright state the desired action, but it should drive in that direction.  If you want consumers to by a specific product, mention the special sale or the fact that it is new.  If you want them to respond to a questionnaire, include a question in your subject line.

Think through every aspect of each marketing effort to get the best results!




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