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Subject: Subject lines

by JimDucharme
1 replies
Hi,

My column for MediaPost this past week focused on subject lines and I wanted to get some feedback on the (err) subject here.

The gist of the post was that the first thing people see in their inbox and possibly the most important element in getting them to open it, is the last thing we do. Often this means it gets the least time and creativity. As well, that subject line, just sitting there in the inbox can have some real branding power.

My question is: have you ever tried working from the reverse and creating the subject line first and then the email content? If so, how did that work for you?

Regards,
jim
#lines #subject
  • Profile picture of the author JasonParker
    Originally Posted by JimDucharme View Post

    Hi,

    My column for MediaPost this past week focused on subject lines and I wanted to get some feedback on the (err) subject here.

    The gist of the post was that the first thing people see in their inbox and possibly the most important element in getting them to open it, is the last thing we do. Often this means it gets the least time and creativity. As well, that subject line, just sitting there in the inbox can have some real branding power.

    My question is: have you ever tried working from the reverse and creating the subject line first and then the email content? If so, how did that work for you?

    Regards,
    jim
    Jim, the headline is normally an afterthought in all types of ads as far as I know... from sales letters, to space ads, to e-mail subject lines.

    But they say the headline (or subject line) is more important than the rest of the ad. I agree.

    Guys like Ted Nicholas write 100s of headlines before they even write an ad.

    It's not a waste of time like you might think because you take the best headline and use it and you can use the others for subheads, bullets, and other concepts in your ad.

    Anyway, I thought that was interesting you brought that up with e-mail marketing because it seems to be that way in all other types of ads.
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