Who would have thought that e-mail subject lines can still have a material impact from a branding perspective? Well they do, and here are five myths that you shouldn't believe.
A few days ago, I was a passenger in a car on the road to a meeting and scanning my e-mail for important messages.* A subject line from one e-mail said to me, "This offer was selected especially for you." As an e-mail marketer, I knew that this was not true, but I still spent the time to open it. I didn't click on it, or book a flight (it was from US Airways, but now I do pay more attention to its messages as a brand).
Who would have thought that e-mail subject lines can still have a material impact from a branding perspective? In this highly mobile world, many of us fall prey to the potential short-term need to drive opens and forget about the long-term impact a subject line can have. This week's column is dedicated to the subject line, and the five myths that often occur when contemplating it.
So there you have it. Take a moment this week to value your subject line's impact from both short-term and long-term perspective. It could change your results considerably.
*This column has been updated to clarify that the author was a passenger, not the driver.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
Singapore, 5-6 March
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Hong Kong, April 2015
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