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At the end of the day, most of these programs are about raising money, and if you have a subject line that is actually disconnected from the body, not only will you not get as many people to take your desired action or to donate, some might actually respond by unsubscribing.”Īnother popular tactic is to personalize the subject line, either by making it look like a reply or a forward by adding “RE:” or “FWD:” to the beginning, or by adding the supporter's name to it (or for supporters who didn’t supply their names to the campaign, calling them “friend”)-all an effort to push up the email’s open rate.
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“On the other hand, you don’t want to do a bait-and-switch, either. “On the one hand, you want to have it be as catchy and grabby as possible,” said Kaplan. But email subject lines need to toe the line between attention-grabbing and misleading. Subject lines need to grab the reader’s attention and tell what the subject of the email is going to be, said Eli Kaplan, a founding partner of Rising Tide Interactive, a Democratic-affiliated digital advertising agency. The first thing a reader will see in an email is the subject line. But unlike the incoherent English and slapdash formatting of most of the emails from faux Nigerian princes and fake pharmaceutical firms, campaign messages are smarter than your average piece of spam, with every aspect meticulously crafted to get supporters' attention-and eventually their dollars.įrom the subject line to the signature, here’s how they do it. They both send you a lot of emails, and they both want your money. What do a presidential candidate and an online scam artist have in common?