Email Marketing: What travel sites can teach you about creating successful campaigns

Tweet Email marketers know that the subject line plays a vital role in the open and clickthrough rates of an email. Subject lines are the first micro-yes that a subscriber agrees to in order to continue up the sales funnel. For many, writing a powerful subject line with value-packed words and a sense of urgency will single-handedly increase open rates and lead to higher clickthrough. However, with marketing emails rendering differently across different email clients — such as Gmail or Outlook — content and images often get corrupted from the marketer’s initial concept to the final result. Without proper testing and copy editing, discontinuity can become a fast problem for marketers and, even worse, lead to confusion and mistrust with the customer. In this post, we’ll look at two emails from different travel sites whose subject lines are promising quick deals and the challenges that they face with email marketing. Throughout this post, I’ll be referencing different elements of the emails with respect to the Email Messaging Heuristic:    Example #1: Friction caused by excessive calls-to-action The first email comes from a budget airline — known for cheap fares but charging for “extras” such as carry-ons, drinks and oxygen (just kidding about that last one). Email Subject Line: Fares from $39* are so low, you just have to go When I received this email, I was pretty excited to see where I could go for just “$39*.” The subject line is well-written. It presents an offer value (fares starting at $39) as well…
Source: Marketing Experiments
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