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Obviously, as you’re reading this item the headline must have caught your eye and you were intrigued by it.
Had it read “Your £25 discount voucher is enclosed” I’m sure you would have been far less interested. But to all intents and purposes it amounts to the same thing.
I was recently emailed this subject line by a b2c company and being the cheapskate I am I didn’t want to forfeit the credit. So, I went on-line and ordered up goods to the value of 10 times the size of the credit. This headline/subject did something that I am always looking for in a strong mailing – it makes the reader “change gear mentally” when reading your copy, when they do, that increases the chance of a sale many-fold.
This is a great way to reactivate old customers or even thank your loyal ones. The only thing you need to watch is to make your copy relevant to the headline and not put too many nit-picky conditions to the offer.