Psst! Want to Know How to Write Irresistible Subject Lines?


Did the headline grab your attention? You’ve probably come across similar headlines or subject lines in your inbox – they’re emotionally responsive. And while you might be more familiar with the straightforward, value-driven email subject lines such as, “get 10% off,” sticking to a cut-and-dry approach may wear out your readers.

Appealing to your readers’ practical side is a proven strategy. But for the sake of variety, mixing things up and connecting with your subscribers on an emotional, rather than just an intellectual level can leave a lasting impression. Here’s how to appeal to your readers’ emotions:

There are two basic types of emotionally responsive subject lines: negative and positive. While the former is used more often, both types can be used to resonate with customers on an emotional level:

Negative Responses

There are a variety of ways in which negative emotional responses can be used, but these effective ones convince your subscribers that they shouldn’t ignore your email:

  • Fear of losing money – Let’s say you’re running a promo for a $ 20 discount. Rather than using a ho-hum “get $ 20 off” in your subject line, try something like “Ignoring this email is like throwing $ 20 away.” Which subject line would entice you open?
  • Fear of missing out – The fear of missing out on something is perhaps even more powerful than the fear of wasting money. The fear has even earned its own pop culture acronym: FOMO. Whether it’s an opportunity, invitation, or information, most people don’t want to be left out. The title of this blog post is an example of FOMO.

Positive Responses

Nobody likes a downer, so don’t rely too heavily on negative emotionally responsive subject lines. Sometimes, it’s more appropriate to focus on the positives:

  • Use positive imagery – Paint a rosy picture in your subject line with wording that evokes warm, positive feelings. For example, a retail store promoting their new fall/winter clothing line might say, “Stay cozy this fall – soft cardigans and fuzzy sweaters are here!”
  • Appeal to their altruistic side – Some of the most successful positive emotionally responsive subject lines are used by non-profits and charitable organizations. Think about the local SPCA using a subject line that reads, “Would you give 5 minutes to save an animal’s life?”

Insider Tip

Make sure the content of your emails, blog posts and landing pages back up your emotionally responsive subject lines. Not only is maintaining consistent messaging from subject line to content required by the CAN-SPAM act here in the U.S., but failing to do so may lead your subscribers to feel misled, which will result in an increased unsubscribe rate.

If you’re new to writing emotionally responsive subject lines, try an split test to measure engagement. Send an email with an emotionally responsive subject line to half your list, and a regular subject line to the rest. You may be surprised by the results!

Have you come across some successful emotionally responsive subject lines in your own inbox? Share ‘em with us!

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© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Psst! Want to Know How to Write Irresistible Subject Lines? appeared first on VerticalResponse Blog.

VerticalResponse Blog


Psst! 3 Low-Cost Tools to Track What the Media is Saying About You


If you’ve ever worked with a PR agency or consultant, a standard offering is media monitoring – tracking your press placements on a regular basis. Typically you’d get a “clip report,” which is a compilation of all your press mentions during a given time period. PR agencies usually subscribe to a media monitoring service, such as Cision, Meltwater or Vocus, which can cost several thousands of dollars per year.

Media monitoring isn’t something that only PR pros can do. There are several inexpensive online tools that will alert you whenever you’re mentioned in the media, and some will even help you search, archive and organize your press coverage, too. (Tip: You can use them to keep tabs on your competitors, too.) While these tools aren’t as robust as the big guys who have PR agencies and corporations as customers, they’ll get the job done, especially if you’re a smaller business.

Here are three media monitoring tools to consider checking out. (Two of them are free!)

Google News Alerts

Even though here at VerticalResponse we use one of the paid services mentioned above to monitor our press coverage, I still have Google News Alerts set up to track our company name as well as all our competitors’ names, just in case. And guess what? Sometimes Google will pick up something that doesn’t come across the monitoring service’s radar until a day or two later.

You can customize how often you want to be alerted (as it happens, once a day or once a week), what sources (news, blogs, videos, etc.), even a preferred language and region. I personally prefer getting alerts as soon as Google finds a new piece of content, so we can react quickly if needed. Cost: Free


Newsle is a media monitoring service that lets you know whenever you, your Facebook friends and/or LinkedIn connections are mentioned in the news or in press releases. (Newsle was acquired by LinkedIn in July.) It’s super easy to use and even has a leaderboard showing who’s mentioned the most. What I really like about Newsle, though, is the ability to see in one dashboard what my journalist connections have recently covered. Cost: Free


Trackur isn’t free, but has some advanced options that might make it worth the price. You get features like archiving, bookmarking and collaboration tools, as well as deeper analysis on sentiment (i.e., if the coverage is favorable, negative or neutral) and overall influence (based on Klout scores). Cost: Starts at $ 97/month; free trial available

How do you uncover your press coverage? Have any favorite tools or tips of your own? Share ‘em with us.

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© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Psst! 3 Low-Cost Tools to Track What the Media is Saying About You appeared first on VR Marketing Blog.

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