Elaine Fogel

Although there have been countless studies done on e-mail subject lines, I’ve not seen one yet that advises marketers to ensure the subject line matches the content. You’d think a reminder like that would be unnecessary, right?


Get a load of this one:

I received an e-mail from Cox Communications with this subject line: “Enter to win a trip to Scotland from Cox!” Sounds good; let’s hear more.

Here’s the e-mail body content:



















Can you find anything mentioning Scotland? I couldn’t either.

When you click on the e-mail, the landing page doesn’t use the word, “Scotland” at all. The only hint is the banner ad associating an “Adventure Sweepstakes” with the Disney movie, “Brave.”

Plus, it ain’t the prettiest landing page I ever saw. Sorry, Cox. I like your brand, but you blew it on this one.

What advice would YOU give to Cox marketers?

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