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An Idea A Day by David Thompson

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ONLINE MARKETING

SUBJECT LINES

Andy Maslen

DO YOU USE emails as part of your promotional mix? If you do, I bet you spend a long time working on the message: lots of nice short sentences (balanced with longer ones, of course); plenty of benefits; calls to action top and bottom; hot buttons. But let me ask you a question …

How much time do you spend on the subject line? This is the critical part of the package; yet it’s often overlooked. It can galvanize your reader into opening the email or it can have them stabbing the Trash button.

The idea

From a company promoting car care products via email

A while back, I had a classic car: a beautiful, ...

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