Scarcity emails can improve email open rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 09, 2019, 10:10 AM UTC

“Scarcity” could be indicated in subject line and body of an email.

This article recommends subject lines for email marketing that apparel brands can use to improve email open rates. Shinesty used a subject line “your inbox will thank you later” to welcome new users and reaffirm their decision to sign up.

Further, the piece provides a Forever 21 example whose promotional email’s subject line read, “Re: your future order”. This attracts the user’s attention by hinting at a future order that the customer will definitely place.  

Apparel brand Fabletics leveraged scarcity in emails just as it is done in product pages. They invoked a fear-of-missing-out with a subject line which read, “Seray, this is so you (and only 200 were made)!”. Brands looking to send new arrival emails can follow Bombas’ approach. Their subject line read “Early Access: New Merino Colors.”  

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