Shuba Srinivasan Quoted in CRM Buyer

in Faculty, Faculty in the News, Marketing, News
December 5th, 2013

Srinivasan on effective subject lines in email marketing

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Email marketing is a key strategy for retailers looking to spread the word about holiday shopping deals. But not just any email, Erika Morphy writes in CRM Buyer—mobile email. A full 48 percent of email is now opened on a mobile device, according to Ashley Twist, senior innovation strategist of mobility at Engauge. Now more than ever, consumers are using their mobile devices in stores for last-minute product research, including email offers from local merchants, the pieces notes.

In order to provide a high-quality mobile experience for consumers, marketers must be familiar with the best practices in mobile email marketing, particularly with crafting an effective subject line, on which Boston University School of Management professor of marketing Shuba Srinivasan weighs in:

“Subject lines make the first impression,” Boston University professor Shuba Srinivasan told CRM Buyer. “They need to be inviting enough to not give away the whole email, concise enough that they fit on the screen of all devices and clear enough that people know why you’re sending an email.”

Read the full piece here.