I’ll be the first to admit that I’m a sucker for Urban Outfitters’ overpriced hipster garb, despite the fact that their CEO called customers “the upscale homeless person, who has a slight degree of angst.” (Ouch, Urban.)
What really gets me are their emails.
I get slammed with promotional emails everyday. But amongst the swarm of repetitive subject lines that promise me “amazing savings” and “mind-blowing deals”, UO is the standout in my inundated inbox. Here’s why:
I’m not talking knee-slapping, tears-in-your-eyes funny; but as far as email subject lines go, they bring the humor hammer down pretty hard. It’s not easy to be witty with a 35- to 50-character constriction, but UO has figured it out.
With UO, there is almost always something slightly different that separates them from the uniformity of basic emails. They use pop culture slang, play around with famous lyrics and quotes, and, sometimes, just say something off-the-wall that’ll leave you curious.
It’s general knowledge that subject lines for emails should be to-the-point and as short as possible. There’s nothing wrong with sticking to this formula. However, trying something new could possibly boost open rates and get more people to visit your website. UO creates subject lines that are often times a little longer, but also a little more intriguing.
It all comes down to one important factor: UO knows their audience, and they know us well. I’ll overlook that they think we’re “upscale homeless” because I did buy a t-shirt there that resembled an old rag. Urban Outfitters knows how to speak to Millennials, which is no easy task. Trust me, I am one.
If you find that your emails, specifically your subject lines, are starting to get stagnant, take a cue from UO and try something new. I mean, YOLO, right?