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, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
December 12, 2013
1:00pm ET / 10:00am PT