Straightforward vs. Boring

Target marketing has a solid article this week with some common-sense advice on subject lines. This is an easily-ignored area for a lot of e-mail marketers, and it shouldn’t be. All the great planning in the world won’t help the conversion rate of your e-mail asset if nobody bothers to open it.

I do disagree on one piece of advice regarding opt-in communications sent to people familiar with the brand. “No need to have lightening bolts hit consumers over the head if they’ve already opted in for e-newsletters. Stay clear of offer-oriented subject lines, and keep subject lines straightforward and consistent.” The sample cited is the subject line “QuickBooks Newsletter—May 2008.”

I’d argue that even people who have opted in need to be engaged each month (or week) they receive a newsletter. They’re getting too much other e-mail communicaton not to. I do think a different tone is appropriate, vs. the tone you’d use for special offers or other kinds of communication. But there’s a chasm of difference between “straightforward” and “boring.” I hope.