All of us love electronic mail advertising. With a median ROI of $36 for each $1 spent, it’s one of the vital dependable (and least costly) methods to generate income.
However it’s value remembering that your viewers sees a whole lot of emails. By 2025, the typical individual is anticipated to obtain over 375 emails per day. So you may’t afford to depend on the identical outdated messaging to maintain delivering outcomes.
Which brings me to the topic of at the moment’s lesson: giveaway emails.
What Are Giveaway Emails (And Why Ought to I Care)?
Giveaway emails are precisely what they sound like: emails to advertise a giveaway contest.
The most typical use case for giveaways is to develop your electronic mail listing. It usually goes one thing like this:
- A possible buyer lands in your web site;
- You serve them with a web site popup selling your giveaway;
- They enter by handing over their electronic mail tackle.
So why would you run an electronic mail giveaway? For those who’re emailing somebody in your advertising listing, you’ve clearly already captured their title and electronic mail. What extra would you like from them?
Really, there are many advantages to sharing giveaway emails, reminiscent of:
- Selling a product launch. Introducing a brand new product line? An electronic mail giveaway can assist you construct curiosity forward of the launch date or encourage potential consumers to browse the gathering.
- Cross-promoting different channels. Wish to develop your social following or develop your SMS advertising listing? Immediate electronic mail subscribers to join different channels to enter your giveaway.
- Leveraging word-of-mouth advertising. Phrase of mouth is the most trusted advertising channel. Use it to your benefit by encouraging folks in your electronic mail listing to comply with you on social and tag their buddies in your newest submit.
- Gathering buyer suggestions. You may ask subscribers to answer a suggestions survey to be in with an opportunity of profitable your giveaway contest.
- Amassing buyer information. Positive, you have already got their title and electronic mail tackle. However you may construct a extra well-rounded view by asking for extra information — like their age, occupation, location, and favourite merchandise — in return for getting into your giveaway.
And the very best factor about giveaway emails? They’re tremendous efficient.
In keeping with one examine, contest-related emails see common click-through charges of eight p.c—over 3 times larger than normal electronic mail advertising campaigns.
However (there’s all the time a however)… It doesn’t matter how engaging your giveaway is that if nobody ever sees it.
Virtually half of electronic mail recipients select whether or not or to not open an electronic mail primarily based solely on the topic line. So if yours isn’t as much as scratch, you may as nicely not have bothered organizing the giveaway within the first place.
With that in thoughts, I plunged into the azure waters of Drip’s electronic mail advertising swipe file to fish out (and analyze) 9 examples of high-converting giveaway electronic mail topic traces…
1. Recess: Tie Your Marketing campaign to a Vacation or Consciousness Day
Giveaway electronic mail campaigns are all about producing as a lot publicity as attainable.
Since you’re not giving freely a bunch of merchandise (or present playing cards, or another prize) for the sake of it — you’re doing it to develop your model. And, in the end, to enhance gross sales.
For that motive, manufacturers usually favor to align their giveaway contest round a vacation or consciousness day, permitting them to piggyback on an current dialog.
Apparently, August eighth is Nationwide CBD Day — an event for recognizing and applauding the various advantages of everybody’s favourite pure hemp product.
That makes it an apparent match for a model like Recess, which sells CBD-infused glowing waters and mocktails.
Recess celebrated Nationwide CBD Day 2022 by internet hosting a giveaway of $1,000+ value of CBD merchandise. It promoted the competition with this straightforward however efficient giveaway electronic mail topic line:
2. Sand & Sky: Showcase the Money Worth of Your Giveaway
Working a giveaway isn’t a assured path to larger open charges. Shoppers wish to know the prize is value profitable earlier than they click on.
A technique to do this is so as to add a money worth to your giveaway electronic mail topic line. As a result of, typically, numbers are extra impactful than phrases.
That is borne out by analysis from Yesware, which analyzed 115 million emails and located that these with numbers within the topic traces noticed above-average open charges.
It appears this message is getting by means of to entrepreneurs. Just below two-fifths of giveaway emails in our swipe file featured topic traces that mentioned the prize on provide, whereas one in 4 referenced a selected money worth — identical to this instance from skincare and sweetness model Sand & Sky:
3. Taylor Sew: Reward Clients With a Reward Card
Positive, present playing cards aren’t the world’s most thrilling giveaway prize. However it appears customers recognize their comfort and adaptability.
When Blackhawk Community surveyed loyalty program members to seek out out which rewards they discover most useful, present playing cards proved overwhelmingly widespread, with 70 p.c eager to obtain them from ecommerce manufacturers and 56 p.c wanting them from brick-and-mortar retailers.
So don’t be afraid to maintain issues easy by selling a present card in your giveaway electronic mail.
However as a result of present playing cards haven’t any intrinsic worth, make sure to spell out how a lot your prize is value, identical to males’s clothes model Taylor Sew does on this instance:
As a result of (most) folks aren’t going to comply with you on Instagram or fill out your suggestions survey for an opportunity to win a $5 present card.
4. Sunski: Spark Curiosity in Giveaway Electronic mail Topic Traces
Clearly, there’s one thing to be mentioned for spelling out precisely what prospects can anticipate out of your giveaway.
However that’s to not say it’s the very best method for each model.
Perhaps your tone of voice is a bit more whimsical; possibly your viewers enjoys a bit distraction within the midst of a busy day.
Both manner, you may capitalize with a artistic electronic mail topic line that sparks curiosity and prompts recipients to be taught extra. Right here’s an intriguing instance from the oldsters at sun shades model Sunski:
(For context, it seems the shock in query was — you guessed it — a product giveaway.)
Additionally, hat tip to Sunski for its emoji utilization. Whereas they’re not for everybody, analysis exhibits that manufacturers can get pleasure from a 56 p.c improve in distinctive open charges by including emojis to electronic mail topic traces.
5. Prose: Use Shortage Advertising to Drive Motion
The worry of lacking out is a strong motivator. If we’re informed a product is briefly provide or solely out there for a restricted interval, it immediately turns into extra engaging to us — which compels us to take motion.
It appears that is significantly true of Millennial-aged customers, three-fifths of whom say they’ve made a FOMO-induced buy earlier than, usually inside 24 hours.
So it pays to present your viewers a mild nudge in the best course through the use of shortage messaging in your giveaway electronic mail topic traces.
Shortage advertising is all about leveraging our innate FOMO to extend the perceived worth of a product or promotion, thereby encouraging us to strike whereas the iron’s scorching. It entails utilizing phrases like:
- Don’t miss out
- Final likelihood
- Going quickly
- Restricted version
- For a short while solely
This technique is a pure match for giveaways, that are usually limited-time campaigns slightly than always-on promotions. So strive including a bit scarcity-inducing messaging to your subsequent giveaway electronic mail topic line, like this instance from haircare model Prose:
6. 4ocean: Gamify Your Giveaway Electronic mail Topic Line
Giveaways are supposed to be enjoyable.
In any case, who doesn’t get pleasure from receiving one thing free?
Lean into this lighthearted nature by including a component of gamification to your topic line.
For the uninitiated, gamification is about stealing mechanics from the world of gaming and utilizing them in non-game-related settings (like electronic mail advertising).
It would contain including a “wheel of fortune” spinner or a quiz to your electronic mail physique. Or it may very well be so simple as setting your prospects a problem within the topic line, like 4ocean does on this instance:
The purpose right here is evident: 4ocean entices prospects with gamified messaging within the hope of boosting engagement with its giveaway.
This method works particularly nicely as a result of the “recreation” — guessing how a lot trash 4ocean collected on a dive mission — aligns with the model’s mission to take away plastic from our seas.
7. Vinomofo: Enhance Open Charges With Personalization
It’s laborious to overstate the effectiveness of personalised electronic mail topic traces.
In keeping with Sure Lifecycle Advertising, customers are 50 p.c extra more likely to open emails with personalised topic traces.
Regardless of this, solely a tiny proportion of selling emails — one in 50, to be exact — characteristic topic traces containing some kind of personalization.
It is a large alternative for ecommerce entrepreneurs. You already know personalised topic traces work, but you recognize they’re additionally astonishingly unusual. Appears like a slam dunk, proper?
On-line wine retailer Vinomofo is evidently nicely conscious of this. It often employs personalization in its topic traces, together with this instance used to advertise a giveaway for its tenth birthday:
8. Sock Fancy: Use Giveaway Topic Traces to Generate UGC
Person-generated content material (UGC) is a dream come true for ecommerce entrepreneurs.
Not solely is it free content material — it’s additionally simpler than something you possibly can create your self.
Analysis from Stackla found that 4 in 5 customers say their buy choices are extremely influenced by UGC, whereas just one in eight say the identical about branded content material.
What’s extra, a Tint survey discovered that 72 p.c of customers really feel customer-submitted evaluations and testimonials are extra credible than manufacturers speaking about their merchandise. Which is hardly shocking when you consider it.
There’s just one downside: most customers aren’t going to ship you a bunch of high-quality content material for no motive. They want an incentive. Which makes giveaways an outstanding technique for gathering UGC.
On this instance, Sock Fancy units its stall out early through the use of its giveaway electronic mail topic line to ask user-generated content material submissions:
9. Dying Want Espresso: Ask a Query
Electronic mail advertising is, for essentially the most half, a one-way road: you share some content material and your viewers consumes it.
However you may at the least create the phantasm of a two-way conversion by posing a query in your electronic mail topic line, like Dying Want Espresso does on this instance:
This could be a easy tactic, however it could actually yield highly effective outcomes. Certainly, Yesware’s analysis discovered that topic traces framed as questions see roughly 22 p.c larger open charges than the typical electronic mail.
Craft Stronger Topic Traces With Drip
In fact, you may’t anticipate to know what works finest for your model by merely studying a bunch of electronic mail topic line examples.
It’s good to base your choices on laborious information.
Drip can assist you do this. Our electronic mail advertising platform permits you to take a look at as much as 4 topic traces or content material variants at a time, so you may shortly perceive what engages your viewers (and what turns them off).
Wish to take us for a spin? Join your 14-day free trial at the moment.
