Melon Corporate Blog
What rhymes wih Rex - powerful subject lines
What rhymes with REX…
This was the subject line in a newsletter that I received from Tricom Equities Stockbroking about a year ago.
The email contained research regarding the Regional Express Airlines that is listed on the ASX with code REX.
The subject line was so good that I haven’t forgotten about the email over a year later!
Such can be the power of an effective subject line...
In a recent survey (same as previous link) 59% of recipients said that they determine the value of each email by the subject line.
So what makes a good subject line?
Powerful subject lines should generally be short and tap into peoples’ curious nature - they should generate a thought in the recipient along the lines of "I wonder what that is all about, tell me more".
Subject lines need to pack a proverbial punch as well as generate intrigue or have a “twist”.
With a little intent the most ordinary of subject lines can be repackaged into a powerful subject line.
When crafting your subject line it is also important to consider your target audience as well as the "from field".
The subject line and the from field are an important team in communicating the value of your email newsletter.
Below are a selection of effective subject lines from selected recent emails found in the Melon Media newsletter inbox.
Email: crikey.com
Subject line: Market gets a Stearn talking to
From field: Crikey
This subject line refers to the sale of the heavyweight US bank and word plays effectively on the current stock market difficulties
Alternative boring subject line that was avoided: Bear Stearns Sold In Tough Market
Email: FBi 94.5 community radio newsletter
Subject line: You Wouldn't Steal a Car!
From field: FBi 94.5FM
FBi poke fun at the music anti-piracy campaign that provides some moral guidelines: "you won’t steal a car so why would you steal music’ .
The FBi subject line creates intrigue as to how they tie that subject line in with their radio station and newsletter.
FBi effectively link the subject line to their community support drive since: "you won’t steal a car, so why would you steal music from FBi by not supporting our station."
Alternative boring subject line that was avoided: Support Your Community Radio Station in 2008
Email: lastminute.com.au newsletter
Subject line: it's almost easter. better hop to it.
From field: lastminute.com.au
A cute subject line that works.
You can almost picture people hopping around organising their last minute accommodation. A funny image!
Alternative boring subject line that was avoided: Easter Specials
Email: lastminute.com.au newsletter
Subject line: what... are the holidays over already?
From field: lastminute.com.au
Again lastminute.com.au push the emotional buttons well. This subject line connects the heart (emotions) with the head (action) and does a good job of pushing the reader to investigate holiday options.
Alternative boring subject line: 2008 Specials
Next time you construct your email newsletter campaign right before pressing send... STOP.
Spend 20 minutes crafting your subject line to ensure that it packs proverbial punch and has a dose of intrigue... your effort will be rewarded by good campaign results.
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Comments - oldest entries appear first, most recent entries at the end.
What always annoys me is if the from field and the subject line are the same or similar, eg From Company ; Subject Company Newsletter - no value to me in that.
By Sheryl Dean on 20 03 2008
Hi
I like your good subject line examples.
I am not a huge fan of my name in the subject line - especially since half of the companies seem to muck up their databases and instead of Tim, A Special for You, I get Mary, A Special for you ... annoying.
Tim.
By Tim Yupskovonivic on 20 03 2008
One of my favourte subject lines:
A big conservative corporate sent me an email with the subject line “Woof”.
It was for a dinner they were hosting were part of the ticket fee would go to supporting the RSPCA. It was so different to their culture I just had to open the email and see what the Woof was about.
By Luella Harris on 20 03 2008
Kevin
The best use of the from and subject line was one of your emails that you sent out for the charity dinner a few years back.
It went something like
From field: Dean Sharfman
Subject line: Reminder to myself to attend charity function
It appeared as if I sent myself an email. So there I am in the middle of the day and suddenly I get this email from myself reminding me to book for the charity dinner! BRILLIANT. Certainly caught my attention.
By Dean Sharfman on 20 03 2008
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