What is Subject Line RIA and Can I Survive Without It?
In my first post focusing on email subject lines, I referenced Mark Brownlow's post on the Email Marketing Reports site. The focus of today's post on Subject Line optimization is RIA--Recognition, Interest and Action.
What is the objective of your subject line? To get the targeted recipient to open your email. Obviously that is a component, but is that all a subject line is? Hope not. "If that's all there is to it, you'd see more subject lines like these:
- Your last purchase has a dangerous defect
- We overbilled you, $100 gift voucher enclosed
- We sold your credit card data by accident
Clearly, just getting people to "open the email" isn't your real purpose. Instead, your subject line is looking to generate RIA: Recognition, Interest, Action."
To read the rest of Mark's second post on the art and science of Subject Lines, click here.
It would seem to me that in today's economy when conversions are paramount, garnering RELEVANT prospects is a Must.
For more information on Subject Lines, check back this weekend to read about subject line Branding in part three.