Superior Subject Lines: The Difference between a Black Hole and a Bumper Black Friday

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Unless you’ve been living under a rock for the past few weeks, you cannot possibly have failed to notice that Black Friday is just around the corner. Competition for eyeballs and engagement over this peak sales period has been heating up for some time, with many Black Friday promotions already in full swing. But if you think Black Friday is going to be an easy win for your business, you haven’t checked out the competition.

Make no mistake, everyone and their dog has a Black Friday promotion scheduled over the coming days. From small businesses to organizations with multimillion-dollar campaigns, everyone is getting involved. If you are going to make your promotion stand out above all the noise and confusion, your campaign just needs to be better than all the others.

Superior Subject Lines

The one thing that will make your email marketing activities stand out from the crowd is a superior subject line.

A superior subject line IS NOT: “Black Friday Sale!”

This is especially true if you lack a prominent brand name that people will recognize straight away. And remember, just because someone has bought from you previously, doesn’t mean they will be fully engaged with your brand. Customer loyalty online is, at best, rather fickle.

The Full Story

Your subject lines (and I’m using the plural because your Black Friday campaign will not succeed if you are only sending one email) must tell the full story.

Your subscribers need to know why they should open your campaign.

Essentially, you need to use your subject line to tell them a. what you are selling, b. the deals you are offering them and c. a clear call to action (CTA). This all sounds rather easy — but remember, email marketing best practices dictate that you’ve got to do it in around 65 characters.

Best Practices

And while we are on the topic of best practices, the everyday questions around segmentation, timing, volume and design (especially relating to mobile devices) are even more important for Black Friday campaigns.

If you’ve just scheduled some sends for Black Friday, now is perhaps the time to go back and make sure they are optimized to make the most of this most significant opportunity.

A half-hearted attempt at email marketing this Black Friday will result in little more than your campaigns, pushed by the weight of the competition, falling into a black hole.

Black Friday might be your biggest sales opportunity of the year, so treat it with the respect it deserves — and this starts with a superior subject line.

This abridged post first appeared on the iContact Email Marketing Blog.

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Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile:

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