Inbox Insider: Subject line discounts improve e-mail offers

Share this article:

Marketers have long debated the best way to send consumers offers through e-mail. They question how much they should give; when to give; if a percentage off works better than a flat fee; or whether giving a discount or coupon trains customers to expect similar deals via e-mail. Speaking as an e-mail subscriber, I appreciate a good offer.  

For instance, I looked in my inbox today, and two e-mails immediately stood out because of their too-good-to-pass-up subject lines. The first was from Bloomingdale's. Its subject line was “Take 20% or 30% off, plus exclusive $25 off!‏”

For a consumer, this is the best of two worlds. He or she gets a discount, and a flat $25 off of that marked-down price. Even if I am not in the mood to shop, I feel somewhat obligated to check it out since the deal is so good. Inside the e-mail, there is a coupon for 20% off a $250-to-$499 online or in-store purchase, and 30% off a purchase over $500 — plus, of course, the $25 off. The sale also runs through June 17, so it is timely.

The second good example is from REI. Its subject line is “Two days left: Save an extra 20% at REI-Outlet‏.” The message works because it has a good offer — an extra 20% off already discounted items. It is also timely and compels the consumer to act now, because there are only two days left.

Both e-mails are excellent examples of how a marketer can use offers and timeliness in subject lines to move inventory and drive sales.

Share this article:
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Forrester: Keep Your Eye on the Email

Forrester: Keep Your Eye on the Email

Merging email with other channels is all well and good, but a Forrester Wave analysis holds that the email channel itself could stand improvement.

Email Opens Have Increased While Clicks Remain Static

Email Opens Have Increased While Clicks Remain Static

Open rates rose to 32.9% in Q1 2014, but clicks haven't changed for the past couple of years, a study says. But why?

Is Reliance on Email Stifling Lead Nurturing?

Is Reliance on Email Stifling Lead Nurturing?

Pressure to drive revenue has some B2B marketers looking to take a more multichannel approach to lead nurturing.