New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Brands should treat their email subject lines as a call-to-action for inducing people to take action.

Crafting short and actionable subject lines can help marketers get more click-through rates on their emails. To prompt people to click on emails, brands can leverage the FOMO factor and write subject lines which creates a sense of urgency and scarcity.

This piece says that tailoring personalised subject lines like using the recipient’s name or location allows marketers to build affinity with the receiver. Brands can further ask open-ended questions in their subject lines to catch their audience’s attention.

Marketers should also avoid using all caps or overuse exclamation marks, as it can be considered spammy and unpleasant by the recipient. The author contends that brands should A/B test their subject lines to optimise their emails for better click-through rates.

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[4 minute read]

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