Email Is a Product, Not an Advertisement
Of the 224 subject lines received, we tested seven of them to help understand what value was most important to VolunteerMatch's audience.
We were able to identify a subject line that helped produce a 40 percent higher clickthrough rate than the lowest performer. But we also learned about the customer; what values were important and what words in the subject line expression most resonated.
What Is Your Product?
Email marketing doesn't need to be synonymous with junk mail; by treating your email marketing as a product and putting the customers' needs first, it can be highly valued content that helps consumers find what they are seeking.
Daniel Burstein is the director of editorial content at MarketingSherpa. Reach him at email@example.com.
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.