Why subject lines matter

Email subject lines...in conjunction with the preheader and the 'friendly from' sections, are the key driver in helping us decide which emails we open and which we don't.

Juice, Bagels, and Subject Lines: a short case study.

Do you like bagels?  If so, I hope you have a Bruegger's close to you...they have the best bagels in my opinion.  I recently joined their email list and have received a few coupons since doing so - its the perfect match:  I have an inbox AND I like bagels.  So, the other day I received an email and I happened to see it come in on my mobile.  The from line? "Bruegger's" The subject line? "We proudly offer Nantucket Nectars!"

Okay, got it.  Bruegger's has Nantucket Nectars...I know this because I happen to love both things - but it was a nice reminder.  Didn't even have to open the email, right?

Well, today when I finally jump on my laptop and check my mail I came across that Bruegger's email that I didn't open before - this time I opened it to check out the message.  A coupon for Nantucket Nectars was hidden in there this whole time!  The subject line, which I used to base my decision making on when not opening the email had betrayed me.

A better subject line might have been: "50 cents off any Nantucket Nectars at Bruegger's" - simple, to the point, and I know what to look for in the email.

With so many emails to compete with, the subject line must be descriptive and build some anticipation of what the email has in store for the reader - in this case a cool discount on Nantucket Nectars at my favorite bagel place: Bruegger's.