Leverage FOMO to promote limited deals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 07, 2021, 1:02 PM GMT+0

A Campaign Monitor study found that personalising email subject lines can increase open rates by 26%.

Studies show that a majority of millennials find it frustrating when brands send irrelevant emails. To tackle this, brands could personalise emails and especially the subject lines. Using the recipient’s name in the email subject line is a proven tactic to improve open rates.

To improve open rates, marketers could leverage the fear-of-missing-out (FOMO) while promoting limited deals. Similarly, combining recipient’s name with the promise of birthday gifts in birthday emails can help brands grab subscribers’ attention.

Analysing customer demographics and transaction history can help marketers craft promotional emails based on receivers’ interests and pain points. Along with translating subject lines into local languages, marketers should also factor in local elements like events, themes and seasonality in subject lines to attract attention of email subscribers in foreign markets.

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