Subject lines 'very important' for email marketing

Businesses who use online direct marketing tactics such as email marketing need to ensure they use the correct hooks to interest consumers, it has been claimed.
Writing on ClickZ, Jeanne Jennings said subject lines play a key role in email marketing.

"Really good subject lines take time to develop and require in-depth knowledge of the audience, the goals for the campaign, the e-mail and landing page creative, the offer, and the product or service being marketed," she revealed.

The industry expert added that hyper-personalisation is not always the best idea for online direct marketing activities.

"We all talk about relevance and including personalized information in an e-mail can help drive relevance. But there´s a fine line here," she warned.

Companies should be aware that emails with too much information can repel, rather than engage, consumers, adding that people may feel uncomfortable if they don´t know where a firm got its information.

Last week, writing on Media Post, Erick Mott said social media and emails can be used to increase engagement with consumers.
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