and news stories as stimuli for highly contextually relevant emails for Swinton. Each of which have generated extremely positive open rates (and have even won a DMA award!). However, clearly it’s important not to take a stance on a particular issue or subject such as politics as you’ll be in danger of alienating a proportion of your audience. 3.2.3 Be contextually relevant (continued) The subject header doesn’t just have an influence over the opening rate, it also influences all key performance indicators. So there is very little point in generating an excellent open rate by stretching the truth if you’re then going to disappoint your openers and ultimately turn them off from clicking through. With each of my clients I always maintain that our subject headers can’t over promise in an attempt to inflate the opening rate. It’s important to maintain a sense of honesty as misleading or tricking a customer into opening an email could ultimately destroy trust, damage your brand or even drive your customers away. 3.2.4 Don’t stretch the truth Over the last few months I’ve witnessed more and more retailers experimenting with symbols, like stars and hearts, within their subject headers. In the past, the use of symbols has been frowned upon as there were concerns around deliverability. However, as email deliverability becomes more of an issue around IP reputation rather than content, more retailers are introducing symbols into their subject headers as they strive for ‘stand out’ in the inboxes of their email recipients. Examples: 3.2.5 Symbols Interflora - the flower experts ** Order before midnight for next day delivery on Valentines Day ** Room Restaurant Winter Sale *BONUS DAY EXCLUSIVE* MONDAY 13th - Book Now **
[email protected] To Gail with Very.co.uk Show someone you them, order your Valentines gift today! Have the images in this email been rationed? Get them back here. <Katie>, energy prices are on the up again...keep your costs down with great Cashback deals through Swinton on 0800 781 8779 or www.swinton.co.uk Don’t miss out on the latest Swinton offers – simply add
[email protected] to your address book or contact list to ensure our emails always go into your inbox Scroll down for great insurance deals and money-saving tips Ouch! Soften the blow with Cashback deals through Swinton <Katie> Another energy price rise home page car home van bike life travel caravan business offers Breakdown Insurance is underwritten by Inter Partner Assistance. Personal Accident Insurance is underwritten by MMA Insurance PLC. Home Emergency Protection is underwritten by Inter Partner Assistance. Calls may be recorded and monitored. Swinton Group Limited are not responsible for the content of external sites. Lines are open Monday to Friday 8am - 10pm, Saturday 8am - 6pm and Sunday 10am - 6pm. Telephone calls may be recorded and monitored for your protection. Please do not reply to this email. No responsibility is accepted for loss or damage arising from viruses or changes made to this message after it was sent. Unsubscribe: If you would prefer not to receive any further email communication from Swinton, please click here. Swinton Group Limited, registered in England number 756681 is connected for the purpose of the Insurance Companies regulations 1994 to MMA Insurance Plc, Gateway Insurance Company Limited and Provident Insurance Plc. Registered Office: Swinton House, 6 Great Marlborough Street, Manchester M1 5SW. Authorised and regulated by the Financial Services Authority. Please do not reply to this email. No responsibility is accepted for loss or damage arising from viruses or changes made to this message after it was sent. Unsubscribe: If you would prefer not to receive any further Swinton emails, please click here. Van Life Business Bike Caravan Travel Home Page Car Home Offers £££ One of the major energy suppliers has today increased its prices by 18%. And they’re not the only ones. 3 out of the big 6 energy companies have now upped their prices in the last few months, leaving many of us even more out of pocket. Petrol, rent, food... seems like everything costs more these days. But before you start getting your ration book out, here’s some good news. Swinton are putting money back in your pocket with £75 Cashback on Car Insurance and £50 Cashback on Home Insurance. And the money-saving deals don’t stop there either. Take a look: • 3 months FREE Breakdown Cover • £30 Cashback on Bike Insurance • 3 months FREE on Home Emergency Protection • 3 months FREE Personal Accident Cover Kind regards, P.S Look out for more thrifty August offers The Swinton Team Save yourself some cash Save yourself some cash If you’re counting the pennies and tightening your belt, check out this handy selection of money-saving tips. 10 tips on budget-friendly days out Save on Home Insurance Grown your own vegetables How to make money online Go Go Go Go nice little earners 4 More info Offers £££ Car Home Bike Van Caravan Travel Business Life Personal Accident Extra money in your pocket... Quote Car Insurance Enter Promo Code PMWTEM828 Quote Enter Promo Code HMWTEM428 3 months FREE 3 months FREE 3 months FREE Quote Quote Quote Make sure you make a note of the Car and Home Insurance promo codes above and type them over the existing codes when getting your quote online. £50 Cashback more info £30 Cashback more info £75 Cashback more info Home Insurance Go The results were quite astonishing as the re-engagement programme outperformed the main email programme’s open rate by 222%. It’s this level of personalisation which retailers have to incorporate into their subject headers in order to stay ahead of the competition. Simple <forename> or <surname> personalisation won’t be enough moving forward, as that level of personalisation will become increasingly the norm. Demographical data, customer behaviour and transactional data will all have a part to play when it comes to developing subject lines that have the ability to stand out in increasingly noisy inboxes. 3.2.1 Personalisation (continued)