Refining Your Subject Line

February 17, 2010 – 3:05 pm

The Art and Science of Email Marketing

In a nutshell, the subject line can make or break your email. It is the first thing the reader sees before they open it to read further. There are also multiple ways that readers choose to be alerted about incoming email. Depending on which email client they are using this could be a variety of pop-up windows on the readers desktop.

Catching the readers attention is an important part of email marketing, it is the best way to draw them to what you have to say or offer. How can we do so without saying “Hey you! Read this now, it’s important information.” There are a few simple steps to follow to ensure you’ve got a subject line that will deliver a great open rate.

  1. Be relevant and relate to your customer. What is your message trying to say and how does it appeal to your target audience. Narrow it down to something simple that makes sense to the reader and they are sure to open it for further reading, or remember it and come back to it later.
  2. Offer them the world in 50 characters or less. If you can provide your reader with a fantastic special offer in one short phrase they are most likely to jump on that email and open it to find out more.
  3. Try to personalize your subject line with the use of demographic information. If your list database includes your readers first and or last names then adding that personalization will make them feel more a part of what is inside.
  4. Don’t give away the entire message in the subject line and use urgency depending on the topic. An anticipating phrase can increase interest in the offer available inside the message.

These are only just a few suggestions to optimize your subject line. Keeping your readers in mind is the best bet for a successful open rate.

Checking For Spam
Email subject lines can often be flagged as spam if the correct guidelines are not applied. Capitol letters, exclamation points, and some keywords such as “free, save $, buy now, prescriptions”.

Additional Ideas
Gmail displays subject lines as well as the first line of text in the email message. By adding a brief catch phrase in your email message header you could increase your open rate. It’s a chance to provide readers with a tiny bit more information about what they have just received. There is also the possibility of including a link to “Register Now!” or “Get Yours Today!” in the same phrase to increase click through rate.

A subject line from Threadless

A subject line from Threadless

Threadless uses a 1×1px .gif image with alt text containing the first line of the email which is then displayed in the column next to the subject line in Gmail.

Other email clients such as Hotmail do not have this additional feature but recent tests results have proven successful in generating click throughs with the use of a short phrase with a link in the header.

An email heading from BCAIM

An email heading from BCAIM

Email messages take time to increase readership and refine details for higher success rates. Test and test again is the best approach to hitting your target audience in the right spot at the right time.

Check out these great resources for Email Marketing:

Beautiful Email Newsletters Gallery

Rock Solid HTML Emails by 24 Ways

Subject Lines: 15 Rules To Write Them Right - Lyris HQ

By Jaden | Posted in Email Marketing | Tagged , | Comments (0)

Social Media - What’s Right For You?

February 17, 2010 – 11:04 am

Social Media Platforms

Dear Aunt May,

I keep hearing about social media and how I should be participating to market my business. That it’s free and everyone is doing it. There’s so much hype and pressure to conform, but I just don’t see how spending all my time on sites like Twitter and Facebook is going to help my retail business thrive. I already have too much to do and too little time – do I really need to do this too?

Wallflower, Calgary Alberta.

Dear Wallflower;

It’s like my mama always said. If all your friends jumped off a bridge, would you do it too?

Kudos to you for thinking clearly and asking smart questions before jumping in at the social media deep-end. Used properly, social media can be an incredibly powerful marketing tool. Used carelessly, it can be a time-wasting drug more powerful than any narcotic you were ever offered in high school.

You say yours is a retail business. Before spending a moment on Facebook, make sure your own four walls are in order. Do you have a professional website that supports your store’s position in the market? Have you built a marketing list of loyal customers? Do you sell products online? And do you have an effective search strategy in play? If you do, then it’s time to wade carefully into the shallow end of social media.

Social networks are simply websites that enable people to come together over a common interest or interests. Facebook, the current market leader, provides ways for people to connect regardless of distance. They might join a group interested in cooking or photography or travel. Become fans or a band and connect with other fans around the world. Or reconnect with lost friends from high school, university or past jobs. Whatever the reason your customers are there, your reason is a simple one too. You need to expose your brand to the people who would benefit from your service.

The concept is really very simple and not at all new – birds of a feather flock together. That means that the people who are your customers in the real world are very likely to hang out with other people who might be good customers too. That’s a fact both online and offline. Social media allows you to reach deep into the social circles of your customers and let them know about your store, without ever actually intruding on their privacy.

How do you do it? Keep an eye on this blog for our upcoming series – The Ins and Outs of Social Media, starting with Social Media Myths Debunked coming later this month.

Aunt May

Become a fan of Aunt May on Facebook

By Aunt May | Posted in Ask Aunt May, Social Media | Tagged , , | Comments (0)

Kinetix Participates in Video for Aboriginal Pavilion

February 17, 2010 – 10:42 am

Aboriginal Pavilion

The Four Host Nations for the 2010 Olympic Games needed a compelling and entertaining way to share the cultural, business and historical stories of Canada’s aboriginal peoples with the world – a tale as expansive as our nation itself. The solution? A multi-media sphere at the heart of the Aboriginal Pavilion.

Located on the Plaza in front of the Queen Elizabeth Theatre, the Chief’s House boasts a giant 360 degree video screen that puts you, literally, at the center of the action. You’ll feel as though you’ve been transplanted deep into our old-growth forests as you find yourself at the heart of the action during a traditional bark-stripping excursion. And that’s only one of the many stories shared through a series of three videos introducing Canada’s rich aboriginal culture to the world, all broadcast free several times daily in the pavilion.

The films were produced and edited by Kinetix’ partner Gryphon Productions and our own video expert Bobby Skaper is the man responsible for capturing many of the awe-inspiring sights you’ll see. Looking for that don’t miss experience? Head over to the Chief’s House to take in the show. Or check out our YouTube Channel for a sneak peak at the experience courtesy of Kinetix’ staffer, Jaden Nyberg.

Four Host First Nations Pavilion

View a sneak peek of the pavilion

By Paula Skaper | Posted in Kinetix News | Tagged , , , | Comments (0)