All About Email: Capturing Attention

Examine the email strategy for your company and brand. Too many companies are in lockstep with the company above, only focusing on quick sales. Your email program should have many more overall objectives.

Here are some subject lines with more pizzazz:

• Old Navy: "Mystery Offer Ends Tomorrow! Save up to 50%." Intriguing.
• Only Natural Pet Store: "Important News About Your Cat's Food + Save Every Time You Order!" Personalized for type of pet.
• Wine Enthusiast: "Nothing Says I Love 'U' Like Free Shipping!" A Valentine's Day promotion without saying Valentine's Day.
• Sephora: "Sample a new skincare routine - free Gift with purchase."
• Patagonia: "FREE SHIPPING code + Ice Climbing Recommendations." Sale plus a captivating headline.
• Omaha Steaks: "ABSOLUTELY LAST DAY | Below employee pricing | FREE Shipping | 4 FREE Tartlets." All about offer in several ways.
• Office Depot: "Shop Smart and Stretch Your Dollars in 2010." Appeals to budget-conscious consumers.

Conventional wisdom says promotional subject lines should be short. You'll note that several of these are longer or introduce more than one concept. The Patagonia subject line, for example, promotes a special offer, but also includes an element that could be very intriguing to outdoor enthusiasts.