To help email marketers find subject lines that resonate with today’s Valentine’s Day gift buyers, Return Path has analysed subscriber engagement with a sample of 1,000 Valentine’s Day campaigns sent last year by prominent gift retailers. What the research found was that a number of tactics, keywords, and brands distanced themselves from the pack, enticing subscribers to read messages at far higher rates than the rest. Based on these findings, the following approaches can help you win the hearts and minds of your email audience this Valentine’s Day.

Count the Ways

Among the most-read subject lines, a surprising number referred, however loosely, to Elizabeth Barrett Browning’s: “How do I love thee? Let me count the ways”. For example, home improvement retailer Lowes’ email subject line asked, “How do we love thee?” in a well-read message touting special deals on its DIY set. However, not all poetry performed as well. Despite being well-represented among the sample campaigns, subject variants of the classic “Roses are red” rhyme drew significantly lower read rates.

Be Short and Sweet

More than half of the top-performing subject lines contained fewer than 30 characters. Edible Arrangements’ “An Entirely Edible Gift Guide” ranked among the top performers, while the enticing “A little gift for you” from apparel retailer Ann Inc. placed it among the most-read campaigns.

Another entrant from outside the flowers-and-chocolate circle, Dell, earned high read rates with “For the Man You Love”, as did fashion retailer Net-a-Porter with the subject line; “New jeans to love”.

State the Obvious

More than half of the best read subject lines (62 percent) actually used the word “Valentine.” Nearly one-third (31 percent) noted the word “gift” while 21 percent evoked “love.” Apparel brand Yoox was the only high-performer to hit all three with the unusually lengthy “St. Valentine’s Day - Play with the new gift machine. Feeling lucky (in love)?”

Buy their Love

Offers and discounts simply work. Again, more than half of the most effective subject lines (65%) promised a deal. Free shipping, percent-off, and “starting at” messages led the way. For example, High Street retailer, Boots promised big savings and saw high read rates with, “Up to 50% OFF Gift Sale + Free Shipping!”

Don’t Do This…Cringe tactics to avoid

Without naming names, a number of senders consistently delivered campaigns that sparked less interest among email subscribers. These underperforming messages frequently included two elements: multiple calls-to-action and ALL CAPS. While messages of urgency attracted high read rates for some senders, they appeared in a disproportionate number of lightly read subject lines too.

For example, research suggests that subject lines such as “There's Still Time! - Order Flowers For Valentine's Day - Plus Save On Caribbean Cruising And QuickBooks” and “JUST HOURS LEFT! Last Chance for Valentine's Day Savings!” may have tried too hard, and did not yield the results one might expect.

So this Valentine’s Day, make sure you win the love of your customers by following these simple tips and get your happy ending. Be obvious, to the point and take some hints from Elizabeth Barrett Browning, without over sugar-coating it, to improve customer engagement with your brand.

 

By Guy Hanson, Director of Consulting, EMEA, Professional Services at Return Path. 

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