Subject line’s purpose should reach far beyond a simple unique open. It should generate RIA: recognition, interest, action.
Each of those three issues has already been discussed in detail on many specialist corporate (and not only) blogs, including this one.
Today I’d like to focus on the third one: action. Email marketing basics will tell you that nothing inspires action better than a powerful call to action. Let’s analyze a handful of picks from my inbox to see if and how CTAs can improve the engagement metrics.
