Land Rover UK TOV Guidelines
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LAND ROVER <strong>UK</strong> COPY GUIDELINES<br />
35<br />
CONNECT WITH YOUR READERS<br />
ESPECIALLY WHEN IT COMES TO<br />
SUBJECT LINES AND PREHEADERS<br />
SOME BEST PRACTICES TO FOLLOW<br />
We’ve already touched on subject lines and preheaders in relation<br />
to respecting your readers’ time. But of course, it’s equally important<br />
to try and establish a connection with recipients in subject lines and<br />
preheaders, in order to boost open rates.<br />
GET PERSONAL<br />
Incorporating personalisation techniques into subject lines and<br />
preheaders is a great way to increase open rates, by showing our<br />
customers we understand them. And by personalisation we don’t<br />
mean simply including the recipient’s name – those days are long<br />
gone. Now we can leverage so much data (such as a subscriber’s<br />
geographical location, past buying behavior, preferences and so on),<br />
and use it in more dynamic ways than ever before.
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