It’s time to talk about the flutter of clichés that are bound to hit inboxes in the upcoming months. You know the ones.
“Fall into Savings!”
“No Tricks, Just Treats!”
We here at BrightWave are laying down the creative law: no more. Seriously. And as you can see from our examples, your ever-so-fall headline is probably not going to stand out in the inbox.
When you are looking to launch a seasonal campaign, there are alternative directions to go in for headlines, subject lines, and preheaders. And no, there’s no reason to bring gardening equipment into it either.
But how do I capture my audience if I don’t write something incredibly cheesy? Glad you asked.
- Be clever, not punny.
Nobody likes when the 7-year-old repeats the same knock-knock joke 84 times (okay, unless they are a 7-year-old themselves). If using fun humor makes sense for your brand and for the topic at hand, try being a little heady or surprising instead of going to full-on cheesiness. Your readers will thank you.
For example, our subject line for a new wintery drink – Sip, Sip, Hooray! – was well received by our client. An alternate line – The Forecast Calls for a Wintery Mix – wasn’t.
- Stick to your product and why it matters.
When planning out an email campaign, it’s not necessary to always rely on seasonal themes. Are you in a business like air conditioning? Pool construction? Allergy medicine? If so, you probably need to disregard this point and stick to what works. But for those in industries that meet year-round needs, like restaurants and banks, there’s no need for all of your communications to be “themed.” Focus on what you offer your audience, which why all those adoring fans signed up for your emails in the first place.
- Think outside the headline.
Are you just dying to release your super-hilarious, never-before-heard pun to the masses? Think twice about where to place it. Perhaps your line would come across better as a call-out or a CTA. Just because it’s not the biggest font on the page doesn’t mean it won’t be received–or even be a funny and understated surprise.
Bonus – Here’s a new rule for your copywriting bible: one pun per page. If you’re going to throw them in, at least limit the amount.
- Test it. Know your audience, know yourself.
Maybe you’re reading this and you’re still not convinced. If that’s the case, test it. Make one subject line/headline/CTA fun and seasonally punny, and make another descriptive and to-the-point. See what your readers prefer. At the end of the day, it’s all about knowing your audience and using what works with them.