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Personalization of the subject line is less common in financial services marketing. Although the technique doesn't guarantee a response lift, it's a good variable to test (note 1).
InsWeb encourages customers to review their insurance coverage every six months with an eight-minute survey that begins within the body of the email.
The company creates interest by claiming a $301 average savings on a six-month policy. If accurate, it's a great ROI on the eight minutes required to complete the online form. It would be interesting to see a bank or credit union use this technique to market other financial services, such as deposits or home equity loans.
Email Characteristics
Date: Mon. 8 Oct, 2007
Time: 3:02 PM Pacific
Subject: Bruene Auto Insurance Review
From: InsWeb Customer Care InsWeb@mailer.insweb.com
Personalization: Subject line
Full Message
Landing Page
Note:
1. See our Online Banking Report on Email Marketing.
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