Resources: Get the Click

This nurturing email was sent to someone who had signed up to receive emails from the online real estate company Zillow. The subject line — “DIY Projects (You Can Actually Do)” — effectively catches the eye and imagination of subscribers as they scroll through their inboxes. After all, who isn’t interested in seeing some easy, do-it-yourself (DIY) projects?

“Olivia, It’s Your Special Day…”
This is the subject line of a birthday email sent to a Panera Bread customer who is enrolled in MyPanera, a rewards program that gives deals and discounts to customers on goods sold at the company’s bakery-cafés. Sent three days before the recipient’s birthday, not only is this subject line relevant, but it’s also personalized.

“Black Friday Starts TOMORROW: $10 off $10 Coupon + Door Busters ‣”

This is the subject line of an email sent to a customer who had signed up to receive promotions from the Bon-Ton stores. For this recipient, the subject line stood out in the inbox primarily because she thought it was a mistake: A Black Friday email sent during the first week of July?

This abandoned-cart email series was sent to a dog owner who had clicked on a Facebook ad and started the process of purchasing a BarkBox subscription.

♬ I’ve been waiting… for an email like you ♬
That’s the subject line of a reengagement email sent to someone who had opted in to receive emails from Return Path, but hadn’t opened an email from the company in a while. The bookend emoji music notes, along with the ellipsis in the middle of the subject line, succeed at making this email stand out in the inbox.

This email was sent to an Eastern Mountain Sports customer who signed up to receive email promotions when making an in-store purchase. Upon first reading the subject line – “TBD” – the recipient thought the acronym stood for “to be determined” and that marketers had inadvertently hit the send button too soon. But that’s not what actually happened.