This article in the Wall Street Journal reviews mistakes
that retailers are making in reaching out to customers via email during the
holidays. The article mentions that
emails often fail to offer products relevant to their customers’ interests or
are outdated upon arrival.
What the article doesn’t mention is that retailers often
fail to make their case for immediate purchase upfront. At this time of year with the gifting holiday
imminent, retailers should put their purchasing sales proposition in the
Subject Line and reinforce them at the opening of the body of the emails. Inappropriate subject lines I’ve seen
include:
“Cyber Monday Deals from Project Fi”
(Google)
“We're Extending Cyber Monday to
TUESDAY!” (Resorts World Bimini)
“SAVINGS. GALORE. All day!” (Hampton Inn)
Better subject lines would be:
“Free $100 Fi Credit with phone
purchase – until midnight tonight”
“2-night stay + Island Transfer =
only $199. Must book by 4 pm”
“10% off 2-night stay if you book
tonight”
These may not be the best subject lines under normal circumstances,
but on Cyber Monday they are. Customers are at best scanning retailers' emails to find the best deals for them. Retailers
need to get past the clutter of other opt-in email communications and get their
message across right away. When you can, include a deadline upfront.
Lesson:
On Cyber Monday and during peak shopping seasons, use an immediate call to action.
