Presidential Subject Lines: What Can We Learn?
The Cruz campaign uses an exclamatory statement to generate interest and beg the question, "what's so exciting?" This subject line also carries a certain sense of urgency and might even evoke the well-documented "fear of missing out" with the phrase "this week."
Subject line: Thank you so much for signing up to learn about Rand Paul's campaign for the Republican nomination for President of the United States.
Character count: 134
The subject line from Rand Paul's welcome email is lengthy; almost too long to be a tweet. Research shows that subject lines with over 100 characters make up only about 3 percent of all messages and correlate with a dramatic decline in read rates (i.e., opens), averaging 9 percent.
Subject line: Welcome
Character count: 7
Team Hillary takes a minimalist approach when it comes to this subject line. But with most mobile devices only constrained to 25 or 30 characters, it might be interesting to see something a bit more creative and personal.
Subject line: Welcome to the Team
Character count: 19
Marco Rubio takes the simplicity of Hillary's email and adds a sociological component, encouraging subscribers to feel like they are part of a team; something bigger than themselves.
Subject line: Are you with me?
Character count: 16
The only early candidate to use the interrogative is Bernie Sanders, whose subject line is at least a soft call to action. Like Rubio, Sanders is asking supporters to follow or join a group or cause bigger than themselves.
It is important to note that subject lines are as much art as they are science. And when it comes to presidential elections, loyalties can gloss over the occasional misstep. Subject lines won't make or break a candidate's following. However, since candidates are using emails to seek more than support (read: money), subject lines can have a significant impact on how many supporters are opening and engaging with emails requesting donations. So, who do you think has the best subject line?