How To Master the Art of Holiday Subject Lines
Words are hard. That’s a universal truth every writer can attest to. Crafting the perfect email copy is no exception. Writing, editing, and rewriting are often part of the process. With moments of frustration and occasional successes. And when the pressure of Q4 looms, the challenge becomes even more daunting. How do we create a funny, clever, and informative subject line that capture everything we want to convey whilst adhering to the recommended character limit of 40-60, and ensuring maximum open rates? Let’s take a deep breath and break it down.
The Power of Words
Research has shown that certain formulas and words have a significant impact on email engagement. We can classify these words into five categories, each with its own unique role in capturing the reader’s attention. Understanding these categories can help us craft interesting subject lines (and email copy) that resonate with our audience.
Urgency: Seizing the Moment
During the holiday season, urgency becomes a prominent player in email marketing. It prompts subscribers to act quickly, whether it's taking advantage of an offer or ensuring the availability of a product. Words like "last," "ends," "now," "left," "early," "miss," "almost," "tomorrow," and "hurry" fall into this category. Incorporating these words creates a sense of urgency, urging recipients to open and act upon your email without delay.
Time & Place: Nudging Action
By including words such as “online,” “inside,” “store,” “Friday,” “Monday,” “Thanksgiving,” and “cyber” you add additional context and a timeline. This compels readers to take action within a defined frame, increasing the likelihood of engagement.
Abundance: Celebrating Generosity
The holiday season is synonymous with abundance, generosity, and yes, a little excess. This category of words taps into that festive spirit, evoking a sense of celebration and grandeur. Words like “entire,” “plus,” “everything,” “complete,” “every,” and “everyone” convey the idea of abundance, enticing recipients to explore.
Exclusivity: A Dash of Excitement
The holiday season brings excitement, and exclusive offerings can add to the thrill. Words such as “new,” “special,” “exclusive,” “access,” “rewards,” “free,” and “perfect” help convey the sense of exclusivity. Give readers a sense of exclusivity and they will be more likely to engage with your email.
Sentiment: Connecting on an Emotional Level
While shoppers seek value, they also yearn for an emotional connection with their purchases. Understanding this, words that evoke sentiment play a vital role in crafting impactful email copies. Words like "cozy," "comfort," "love," "warm," "fun," and "favorite" strike a chord with readers, resonating with their desire for meaningful experiences during the holiday season.
Applying these Insights
Not every word from these categories will be suitable for every audience. However, by examining each category and considering which words align best with your target audience, you can optimise your subject lines and email copy to maximise engagement. It's crucial to experiment, mix and match these words, and conduct A/B testing to gauge their effectiveness. Develop a list of words and phrases as a handy reference for future email campaigns.
Crafting effective email subject lines requires finesse, creativity, and a deep understanding of your audience!
