All About Email: Capturing Attention

Captivating Techniques
When you want to promote new products and services, you have a world of opportunities available to you. Here are some ideas:

• Action Bag: "Did you wait until the last minute?" Asks a question.
• Best Buy Reward Zone: "Fall in love with our Partner Offers this Valentine's Day." A seasonal promotion that's tongue in cheek.
• Brooks Brothers: "Watch the Story of Saxxon Wool Unfold - Yes, Those Are Real Sheep!!" Stands out from usual subject lines and promotes a video.
• Gaiam: "$1,000 Gaiam gift card: Ask why before you buy & you could win." Contest announcements are compelling.
• Design Within Reach: "Design Notes: Removing stains and neon signs." Adds value.
• Golfballs.com: "Your Name/Business Printed on Golf Balls, from $12.95/dz." Spans consumer and business interests.
• Hello Direct: "Be the First to Own an Industry First in Wireless!" Plays to readers' egos.
• Norm Thompson: "Colors that go "POP!" See them all + ship FREE!" Evocative wording.
• Office Depot: "Join our free webcast: Organize Your Small Business." another that adds value.
• Radio Shack: "Sneak Peek: Trade In Your Old Phone." An insider look, plus it adds value.

Personalized Subject Lines
Very few emails today use subject lines personalized with the recipient's first name. Marketers have moved away from this technique because many spammers use it and there's a concern that messages with pesonalized subject lines might be blocked or sent to a bulk folder. This is worth testing. I've seen companies increase email open rates and clickthroughs 25 percent or more with personalized subject lines.