Tuesday, June 9, 2015

Presidential Hopefuls Duel With E-mail Subject Lines

With e-mail a proven political campaign tool, and subject lines a key to open rates, the crowded field of 2016 presidential hopefuls is already providing interesting subject line lessons, notes a recent Target Marketing magazine article by Kevin Kelleher of Return Path, an e-mail marketing data solutions provider. Consider Ted Cruz's subject line "Exciting news this week!" It aims to generate interest/curiosity (what's so exciting?), urgency and even fear of missing out (this week), Kelleher points out. In contrast, Rand Paul's welcome e-mail subject line rambles on with "Thank you so much for signing up to learn about Rand Paul's campaign for the Republican nomination for President of the United States." Its 134 characters--which is almost too long for a tweet and will be cut short by e-mail inboxes and mobile screens--put it in the minority 3% of subject lines over 100 characters, which also have a lower open rate average of just 9%, per Kelleher. Hillary Clinton takes the opposite tack with a minimalist, one-word "Welcome" e-mail subject line, which may have an eye on mobile users since those devices are constrained to just 25-30 characters. But it certainly seems to miss the more personal, inclusive inspiration added by just three more words with Marco Rubio's "Welcome to the Team." Kelleher adds that Bernie Sanders is the only one to use a question and a soft call to action with his "Are you with me?" subject line. The answer to that question for all candidates is pending, but to give your 2 cents now on the current crop of political subject lines, go to http://www.targetmarketingmag.com/article/presidential-subject-lines-can-learn-early-candidates/

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