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| A good subject is an object of beauty
(and a MUST) |
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We are a species of communicators. We live in the age of information. The combination of the two can sometimes result in a flood
of knowledge that would make Noah quake in his sandals! Add to that the passion you have for your business, brand or product and
who could possibly have the nerve to expect you to sum up what needs to be said in 10 words or less!
We do. But we’ll say “please” while doing it.
Every newsletter, email campaign or mail run has so many aspects to consider. You start with an idea, grow it into a body of
images, text and concepts. You distill the ingredients into a beautiful digital elixir that perfectly represents the very
essence of what you wanted to convey… but then you have to think of a subject line, the first bit of text that people will see
when your work of modern art graces their inbox. You’re spent! Your well of genius and creativity has run dry! Your muse has
left the building!
Your company’s name is Cowsitters™. You sell couture cow motif car seat covers. Your recipients know who you are, love you so
dearly, named their firstborn after you and dubbed you god parent to the next three generations of homosapiens. Surely a subject
line like “Cowsitters - car seat covers” will do.
Wrong answer.
They knew it was from you, it stated your name in the “From” field, after all. They know what you sell. It’s the same subject
line as last month. The utter mediocrity of repeating such redundancy sends your recipients into a boredom induced coma. A spate
of angry unsubscribes follow. Your next board meeting includes a sales figure chart that resembles the side of the mountain base
jumpers prefer. No more babies called Gertruida. No more god children. You contemplate taking a leap off your sales chart, sans
parachute…
All because you couldn’t be bothered to think of a decent subject line.
How could such a tragedy have been prevented? How do you formulate a subject line that would bring a tear to a thespian's eye?
Ask yourself:
- What makes this email different? (What jumps out at you?)
- Would I open this email based purely on the subject line?
(Or would you delete it?)
- Can the kind and vigilant C.A.’s at OUTBOXED help with
ideas, trends and guidelines? (The answer is YES by the way)
- Can the email deliver on the subject line’s promise (No
“world hunger solved” subject lines!)
Don’t stumble at the finish line. If you treat the subject line
with the same amount of care that you put into the rest of your mailer, you’ll see results!
Long live couture cow motif seat covers! |
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| Campaign Ideas: |
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Here are some
theme ideas for Feb - Apr 2017.
The basics: |
- Summer (Hot prices, sunny specials)
- Autumn/Fall (Falling prices, shorter days
- Valentine's Day (14 Feb):
- Love
- Fall in love with our prices
- Romantic getaways
- Hot (and bothered) specials
- Month of love
- Other concepts based on observances:
- Wild Prices (3 Mar)
- Happy Specials (20 Mar)
- Growth (21 Mar)
- Water/Flow (22 Mar)
- Sport for Peace! (6 Apr)
- Health (7 Apr)
- Easter (16 Apr)
- Family (17 Apr)
- Freedom (27 Apr)
- Jazz things up (30 Apr)
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| Local (SA) Holidays/Observances:
(Source) |
- Feb 14 Valentine's Day
- Feb 24 Maha Shivaratri
- Mar 12 Holi
- Mar 20 Mar equinox
- Mar 21 Human Rights Day
- Apr 14 Good Friday
- Apr 15 Holy Saturday
- Apr 16 Easter Sunday
- Apr 17 Family Day
- Apr 24 Isra and Mi’raj
- Apr 27 Freedom Day
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| International (UN) Observances:
(Source) |
- 04 Feb World Cancer Day
- 11 Feb International Day of Women and Girls in
Science
- 13 Feb World Radio Day
- 20 Feb World Day of Social Justice
- 21 Feb International Mother Language Day
- 01 Mar Zero Discrimination Day
- 03 Mar World Wildlife Day
- 08 Mar International Women’s Day
- 20 Mar International Day of Happiness
- 21 Mar International Day for the Elimination of Racial
Discrimination
- 21 Mar World Poetry Day
- 21 Mar International Day of Nowruz
- 21 Mar World Down Syndrome Day
- 21 Mar International Day of Forests
- 22 Mar World Water Day
- 23 Mar World Meteorological Day
- 24 Mar World Tuberculosis Day
- 24 Mar International Day for the Right to the Truth
concerning Gross Human Rights Violations and for the Dignity of Victims
- 25 Mar International Day of Remembrance of the Victims
of Slavery and the Transatlantic Slave Trade
- 25 Mar International Day of Solidarity with Detained and
Missing Staff Members
- 02 Apr World Autism Awareness Day
- 04 Apr International Day for Mine Awareness and
Assistance in Mine Action
- 06 Apr International Day of Sport for Development and
Peace
- 07 Apr International Day of Reflection on the Genocide in
Rwanda
- 07 Apr World Health Day
- 12 Apr International Day of Human Space Flight
- 22 Apr International Mother Earth Day
- 23 Apr World Book and Copyright Day
- 23 Apr English Language Day
- 25 Apr World Malaria Day
- 26 Apr International Chernobyl Disaster Remembrance Day
- 26 Apr World Intellectual Property Day
- 28 Apr World Day for Safety and Health at Work
- 29 Apr Day of Remembrance for all Victims of Chemical
Warfare
- 30 Apr International Jazz Day
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