You’ve probably already started thinking about your holiday email marketing campaign strategy, but what about the subject lines? So many times the subject line can be the “after thought” of a well-executed email marketing campaign, where instead it should be one of the most important aspects of your message since it directly contributes to whether your subscribers will open your email. Here are some of our tips for crafting awesomely festive and creative subject lines:
Use Personalization. In a sea of holiday emails yours could stand out from the rest with a little bit of personalization in the subject line. It can also massively help your click through rate and sales- check out this case study from MarketingSherpa where personalized emails resulted in a 750% higher CTR and increased revenue. As this case study shows, personalization can extend beyond an email subscriber’s first name as well. Take a look at any other demographic data you have on your subscribers such as location, purchasing history or gender to personalize the subject line.
Have a Clear, Enticing Offer. If you saw your subject line in your inbox, would you want to open it? Think about what you want from an email marketing campaign during the holidays and apply it to your own strategy. Present killer offers in a straight-forward way that will drive your subscribers to open and click on your emails. Percentage off may not cut it anymore- how about “20% + Free Shipping”? Or, “20% off + a Free Gift”? You can also add a sense of urgency to your offers by providing clear cut-off dates, and send reminder emails as well, using the words “Hurry!” or”Last Hours to Save!”
Have a Sense of Humor. Don’t be afraid to use a bit of humor in your subject line- it’s another way to separate you from everyone else vying for your subscribers’ attention! Get creative by using pop culture references or human speak that your subscribers will identify with. Make sure to tie it in with the rest of your campaign though- you never want to be misleading or deceptive with your email marketing subject lines and risk an unsubscribe or complaint. Stay fresh, and use A/B testing to see if your humor is effective!
Get in the Holiday Spirit. It’s the most wonderful time of the year! And your subject lines should show this. Bring in some of that festive spirit to your email marketing campaigns to spread the holiday cheer that resonates this season. At a loss of where to start? Just turn on the television or open a newspaper to see the multitude of holiday ads running! And don’t just focus on Christmas- Thanksgiving, Hanukkah, Kwanza and Diwali (which is going on now!) could also yield some great subject lines.
Watch out for Length. With the growing number of email opens happening on mobile, don’t let your perfectly crafted subject line get truncated on mobile devices. Your subject line will get cut off at around 30 characters on a portrait mobile phone, and in 50-60 characters in landscape format- which is very short. If you must go beyond these lengths make sure the subject line is still readable at 30 characters and conveys most of the message that you are trying to instill in your subscribers. Need help with the rest of your mobile email marketing strategy? We have features that will help you design, reach and analyze emails for your mobile audience built-in to our email marketing application. Open a mailPlants account today- pricing starts at only $5 per month!