Resources: Get the Click

This email newsletter was sent to a subscriber who had signed up at Kohler’s website to receive their email newsletter. The from line – “Kohler Newsletter” – lets recipients know right away that this email is the company’s monthly newsletter and there’s likely kitchen and bath product information. But the subject line catches subscribers’ attention as they scroll through the inbox: “Rock & roll home tour, award-winning kitchen sinks & more.”

This promotional email from Deer Park starts out strong with a subject line that would likely appeal to the brand’s audience: “Eco-friendly water dispensing with the crock!” So why do we think this email campaign may “get the click,” but not the conversion? You’ll see when we show you what happens to customers who click on the call to action in the email.

Door to Door Organics is an online grocery store that delivers fresh, organic produce and local, humanely raised, and fair-trade foods to customers’ doorsteps. “Do you miss your delivery? We want you back!” This subject line lets recipients know the purpose of the company’s reengagement email right from the start.

Read about how a deceptive email subject line disappointed a big fan of the British science fiction TV show “Dr. Who” when he received an email titled “Dr. Who?” only to discover it was promoting things that had nothing to do with his sci-fi hero.

TOMS sent this promotional email to a customer who had signed up to receive emails from the company. And because it was coded to be responsive – optimized for the screen or platform it was being viewed on – the recipient could easily read and respond to it on his or her iPhone. As we discussed in a previous NewsLever feature article – “How to Use Responsive Email Design to Optimize Your ROI” – designing emails with your mobile users in mind is vital today, given the growing trend of people using mobile devices to read their emails.

This email was sent to a customer who had recently placed a Musicnotes.com order with the goal of getting her to update her subscriber preferences. The subject line – “Complete Your Preferences and receive a $6 coupon!” – clearly communicates the purpose of this email. Plus, the incentive offer of a $6 coupon is right there in the subject line, enticing recipients to open the email.