All of us love e mail advertising. With a mean ROI of $36 for each $1 spent, it’s probably the most dependable (and least costly) methods to generate income.
However it’s price remembering that your viewers sees lots of emails. By 2025, the typical particular person 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 So you may’t afford to depend on the identical outdated messaging to maintain delivering outcomes.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 in the present day’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 commonest use case for giveaways is to develop your e 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 e mail tackle.
So why would you run an e mail giveaway? In the event you’re emailing somebody in your advertising listing, you’ve clearly already captured their title and e mail. What extra would you like from them?
Truly, there are many advantages to sharing giveaway emails, reminiscent of:
- Selling a product launch. Introducing a brand new product line? An e mail giveaway may help you construct curiosity forward of the launch date or encourage potential patrons to browse the gathering.
- Cross-promoting different channels. Need to develop your social following or develop your SMS advertising listing? Immediate e mail subscribers to enroll in 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 individuals in your e mail listing to comply with you on social and tag their associates in your newest put up.
- Gathering buyer suggestions. You may ask subscribers to answer a suggestions survey to be in with an opportunity of profitable your giveaway contest.
- Gathering buyer knowledge. Certain, you have already got their title and e mail tackle. However you may construct a extra well-rounded view by asking for extra knowledge — like their age, occupation, location, and favourite merchandise — in return for coming into your giveaway.
And the most effective factor about giveaway emails? They’re tremendous efficient.
In keeping with one research, contest-related emails see common click-through charges of eight %—over thrice larger than customary e 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.
Nearly half of e mail recipients select whether or not or to not open an e mail based mostly solely on the topic line. So if yours isn’t as much as scratch, you may as properly not have bothered organizing the giveaway within the first place.
With that in thoughts, I plunged into the azure waters of Drip’s e mail advertising swipe file to fish out (and analyze) 9 examples of high-converting giveaway e mail topic traces…
1. Recess: Tie Your Marketing campaign to a Vacation or Consciousness Day
Giveaway e mail campaigns are all about producing as a lot publicity as potential.
Since you’re not making a gift of 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, finally, to increase gross sales.
For that cause, manufacturers usually want 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 numerous 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+ price of CBD merchandise. It promoted the competition with this straightforward however efficient giveaway e 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 need to know the prize is price profitable earlier than they click on.
A technique to do this is so as to add a money worth to your giveaway e 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 via 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 particular money worth — similar to this instance from skincare and sweetness model Sand & Sky:
3. Taylor Sew: Reward Clients With a Reward Card
Certain, present playing cards aren’t the world’s most thrilling giveaway prize. However it appears shoppers admire their comfort and suppleness.
When Blackhawk Community surveyed loyalty program members to seek out out which rewards they discover most respected, present playing cards proved overwhelmingly fashionable, with 70 % desirous to obtain them from ecommerce manufacturers and 56 % wanting them from brick-and-mortar retailers.
So don’t be afraid to maintain issues easy by selling a present card in your giveaway e mail.
However as a result of present playing cards haven’t any intrinsic worth, you should definitely spell out how a lot your prize is price, similar to males’s clothes model Taylor Sew does on this instance:
As a result of (most) individuals 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 E-mail Topic Traces
Clearly, there’s one thing to be mentioned for spelling out precisely what clients can count on out of your giveaway.
However that’s to not say it’s the most effective strategy for each model.
Perhaps your tone of voice is a bit more whimsical; possibly your viewers enjoys a bit of distraction within the midst of a busy day.
Both means, you may capitalize with a inventive e mail topic line that sparks curiosity and prompts recipients to study 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 % enhance in distinctive open charges by including emojis to e mail topic traces.
5. Prose: Use Shortage Advertising to Drive Motion
The worry of lacking out is a robust motivator. If we’re informed a product is in brief provide or solely obtainable for a restricted interval, it immediately turns into extra engaging to us — which compels us to take motion.
It appears that is notably true of Millennial-aged shoppers, three-fifths of whom say they’ve made a FOMO-induced buy earlier than, sometimes inside 24 hours.
So it pays to offer your viewers a delicate nudge in the correct course by utilizing shortage messaging in your giveaway e 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 includes 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 sometimes limited-time campaigns slightly than always-on promotions. So strive including a bit of scarcity-inducing messaging to your subsequent giveaway e mail topic line, like this instance from haircare model Prose:
6. 4ocean: Gamify Your Giveaway E-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 e mail advertising).
It’d contain including a “wheel of fortune” spinner or a quiz to your e mail physique. Or it may very well be so simple as setting your clients a problem within the topic line, like 4ocean does on this instance:
The aim right here is obvious: 4ocean entices clients with gamified messaging within the hope of boosting engagement with its giveaway.
This strategy works particularly properly 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: Increase Open Charges With Personalization
It’s laborious to overstate the effectiveness of personalised e mail topic traces.
In keeping with Sure Lifecycle Advertising, shoppers are 50 % 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 sort of personalization.
This can be a large alternative for ecommerce entrepreneurs. personalised topic traces work, but they’re additionally astonishingly unusual. Appears like a slam dunk, proper?
On-line wine retailer Vinomofo is evidently properly conscious of this. It repeatedly 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
Consumer-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 could possibly create your self.
Analysis from Stackla found that 4 in 5 shoppers 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 % of shoppers really feel customer-submitted critiques 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 shoppers aren’t going to ship you a bunch of high-quality content material for no cause. They want an incentive. Which makes giveaways an outstanding technique for gathering UGC.
On this instance, Sock Fancy units its stall out early by utilizing its giveaway e mail topic line to ask user-generated content material submissions:
9. Loss of life Want Espresso: Ask a Query
E-mail advertising is, for probably the most half, a one-way avenue: you share some content material and your viewers consumes it.
However you may a minimum of create the phantasm of a two-way conversion by posing a query in your e mail topic line, like Loss of life Want Espresso does on this instance:
This is likely to 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 % larger open charges than the typical e mail.
Craft Stronger Topic Traces With Drip
In fact, you may’t count on to know what works greatest for your model by merely studying a bunch of e mail topic line examples.
You could base your choices on laborious knowledge.
Drip may help you try this. Our e mail advertising platform allows you to check 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).
Need to take us for a spin? Join your 14-day free trial in the present day.
