Mitch Lapides’ Blog

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. Continue reading.

This welcome email was sent to a new PBS subscriber who had signed up when she watched a Downton Abbey video at the PBS website. The subject line – “Welcome to the PBS community” – provides a greeting that says it all simply and in a refined tone that one would expect from the PBS brand.