Ə Evil Email Marketing

Category: writing style

  • [NAME], you should use your customer’s name in email marketing

    Personalization in email marketing is effective.

    I have a lot of subject lines in my data set which look like this:

    • Joe, some things never change…
    • JOE, Last Chance To Get 25,000 Hilton Honors Points ⏲️
    • Save up to $15 through midnight, Joseph
    • Hope you’re hungry, Joe
    • Joe, Here’s A Hometown Gift to Say ‘HAPPY BELATED BIRTHDAY’
    • Be My Valentine, Joe?
    • {First_Name}, your cleansing and moisturizing kit is on its way!
    • %%FIRST_NAME%%, be the first to try our organic smoothies!

    If you are an email marketer, you know what you’re looking at. These subject lines have the recipient’s name automatically inserted before the email hits their inbox, hence the {First_Name} and %%FIRST_NAME%%.

    But should marketers actually personalize their emails like this? (more…)

  • Exclamation points in email marketing subject lines: Yes or No?

    Short answer: Yes.

    Long answer:

    In my research on email marketing subject lines, I found that exclamation points can increase open rates.

    (more…)

  • Email marketers gotta use more slang

    Remember how in the last post I said that my research found that using slang and other non-standard* ways of writing is a way to increase open rates in email marketing?

    You would think that I would see this happening in marketing emails, right? Right???

    Nope. It is surprisingly hard to find marketers using non-standard features in email marketing subject lines. I mean it! (more…)

  • Yes, you should use slang in email marketing subject lines

    And all kinds of other different ways of writing.

    Linguists use the term “non-standard” to describe the types of language that are not found in formal speech and writing. So what this means is slang words and phrases, intentional misspellings, grammar that isn’t considered “correct,” and even strange punctuation. Here are some examples:

    • Helllllloooooooo!
    • Well done!!!
    • Sooo Great You Just Gotta Share It!
    • : D -25%
    • Sale – e x t e n d e d !
    • S a l e – continued !
    • N(()) M(())ney D(())wn!
    • So do these ways of writing actually increase open rates?

    (more…)

  • ALL CAPS in email marketing, or how to TREAT YOURSELF

    ALL CAPS in email marketing, or TREAT YOURSELF

    As I mentioned in my previous post about ALL CAPS and their effect on open rates, the style of writing appears to be omnipresent in marketing. It is truly difficult to find a piece of marketing that does not include some word or phrase in ALL CAPS.

    Since the last post was on subject lines, let’s continue that a bit and see what ALL CAPS look like in action.

    (more…)

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