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.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET