Content marketing doesn’t have to be limited to blogs or videos. This Labor Day weekend, as all have gone in the past, I had an inbox full of emails. And like many people, I keep these emails quarantined to the promotions inbox in my Gmail. It is difficult to get people to open an email, and even harder to get them to click through and engage with your website.
Having great content is awesome. But using email as a tool to guide subscribers to your content is a key piece of the puzzle. Here’s 3 emails that did a great job of grabbing my attention.
“This Labor Day, save on something new you’ll love.”
What was compelling about the subject line? Well, it felt personal! Through all the 50% off emails, this one stood out because it spoke to me like a human, not like a machine controlled by capitalism. People tend to make a lot of purchases on Labor Day weekend because of the sales, but what’s great about this is it makes me think I should use that money on something that I’ll love way past the weekend.
How’d this email do? Despite the great subject line, the content of the email was disappointing. For a company that sends constant personalized feed emails, this email had no feed. It featured a ton of sales, but they were very obviously the biggest variety of products hoping that someone would click. With data like theirs, they could have enhanced this much more with personalization.
Goal? The goal was to get you to Ebay to make a purchase. That didn’t happen. It just goes to show that a subject line that cuts through the noise means nothing without good content behind it.
“🍩 Labor Day Treat: Dunkin’ Donuts on us!”
What was compelling about the subject line? It promised something free! How could I not click through? In a world of sales, I’ll still take the free item any day.
How’d this email do? This was a total winner for me. I love Dunkin Donuts so they already had me there. It’s unclear if this only went to a certain segment of everybody, but coffee appeals to a very broad range of people. It was a good choice because of the scope. I absolutely went to the website to find out how to claim.
Goal? When you go to the website, you find out it’s a cash back deal. This means you have to connect your card. This is SUPER valuable to a site like Groupon to have that information on file because it encourages quick and easy transactions in the future. It’s basically like Amazon’s swipe to buy feature- the less steps the better. Plus, purchase data can be used to better segment.
“SALE into September with 40% OFF.”
What was compelling about the subject line? Everything in my inbox said Labor Day. This clever pun stood out because it didn’t mention it. Plus, a brand like this rarely has sales.
How’d this email do? Keeping on brand with Anthro, the email didn’t scream “SALE” like the subject line inferred. Most of the imagery was lifestyle shots and only small mentions of the sales. I think this was a slight miss on their part. The intent was probably to avoid cheapening the brand with sales, but when it comes to Labor Day, people are seeking them out even from higher priced brands. That being said, the imagery made scrolling through more interesting and the furniture sale callout at the bottom was a win.
Goal? To get people to shop, of course! However, I think this wasn’t the most appealing for consistent Anthro shoppers or rare ones. The sale needed to be highlighted more to have the full effect.
At the end of the day, I looked at these subject lines in a tunnel. I picked these subject lines without looking at the brands. But the reality is, many people look at the brand and decide to open an email based off that alone. If your brand reputation isn’t great for producing emails with incredible content, your subject line won’t save you.