It found that the most significant subject line trend of 2009 was the use of discount codes. Rather than forcing subscribers to open an email to take advantage of a discount code, retailers decided to experiment with putting the full call-to-action in the subject line. This tactic puts business metrics ahead of email metrics.
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Sure puts into perspective the importance (or lack thereof) of all those best practices for HTML creatives. Perhaps the email transaction process should be looked at more like the sales funnels of web analytics - not necessarily a bad thing if you get no clicks deeper down the funnel as long as you get quality conversions.
ReplyDeleteI'd be interested to know the long-term impact on brand awareness and engagement at the cost of greater sales. If you get the promo code in the SL why open?
Hi Maayan - Thanks for your comments. It would be interesting to see the long-term impact. Clicks, Opens and revenue from email would not be as relevant as they are today. I think using codes that are in the SL only and tracking these codes in the actual sales numbers would be the best way to determine if this works and how much it works. We shall see how popular this idea becomes...stay tuned ;) Jordan
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