Back to Basics – 10 Marketing Lessons Hidden Inside the Spam Folder

by Angus Fraser · August 9, 2024

Every now and then, I like to dive into my spam folder just to see what’s lurking. Today, aside from winning numerous lotteries and spotting several phishing attempts, I stumbled upon some notorious gems you’ll no doubt recognize. For me these serve as essential reminders to never, ever forget the basics of marketing.

Bold Claims Attract Attention (But Don’t Overdo It)

Spam Subject Lines: “Lose 50 pounds in 30 days!” or “Make $100,000 a week from home!”

The Takeaway: While bold claims can grab attention, make sure your promises are realistic and credible to establish trust.

Personalization (Even If It’s Ridiculous)

Spam Subject Lines: “Dear [Your Name], your friend told us you need this miracle cream!”

The Takeaway: Personalization is powerful when used correctly, but ensure it is accurate and contextually appropriate to avoid looking foolish. Also, did they really need to insult me by saying my ‘friend’ says I look bad?

Honestly, I racked my brain trying to come up with a decent headline that used the words, “Miracle Cream,” and they all sounded like spam. I’d suggest they begin by renaming their product into something that sounds credible.

Urgency and Scarcity Sell

Spam Subject Lines: “Only 3 left! Act now or miss out forever!”

The Takeaway: Creating a sense of urgency can drive action but use it sparingly and genuinely to avoid sounding desperate or pushy. This tactic is overused and lacks specificity – 3 of what??

Subject lines that are somewhat better:

“Exclusive Offer: Only 3 Left! Grab Yours Before They’re Gone!”
“Last Chance! Secure Your Spot with Only 3 Remaining!”
“Hurry! Just 3 Left of Our Best-Selling Item”
“Don’t Miss Out: Only 3 Units Left of [Product Name]”

Flashy Graphics and Colors Draw Eyes

Spam Subject Lines: Emails full of flashing banners, neon colors, and exclamation points.

The Takeaway: Visual appeal matters, but balance it with readability and professionalism. Too much flash can be overwhelming.

If you’re old enough to remember what the internet looked like in the late 90’s and early 00’s, it was filled with flashing banners, cramped text and lousy graphics. Unless you’re selling a nostalgia item, keep it fresh, modern and clean.

Mystery and Intrigue Work

Spam Subject Lines: “You won’t believe what this celebrity did!”

Real Lesson: Piquing curiosity can increase engagement but ensure that the content delivers on the headline to avoid disappointing your audience.

Rather than a generic, “this celebrity” reference, a more specific and therefore better subject line might be, “Watch what happens when Brad Pitt goes grocery shopping at 2am”.

Fear of Missing Out (FOMO)

Spam Subject Lines: “Last chance! Don’t miss out on this once-in-a-lifetime opportunity!”

The Takeaway: FOMO is a strong motivator. However, it’s important to use it honestly to maintain credibility.

When I read this subject line, I heard, “blah, blah blah” in my head because we’ve all heard this a million times. And again, it’s not specific. Miss out on what? And why should I care?

Everybody Loves a Good Discount

Spam Subject Lines: “Get 90% off on your favorite brands, today only!”

The Takeaway: Discounts and promotions can drive sales, but they should be realistic and sustainable for your business.

Also, how do they know what my favorite brands even are? Mention a brand I purchase often and I’m interested. But brands in general? It’s almost never something I want, so why bother?

Over-Promise and Under-Deliver

Spam Subject Lines: “Guaranteed results in 24 hours or your money back!”

The Takeaway: It’s better to under-promise and over-deliver. Over-promising sets unrealistic expectations and can lead to disappointment and distrust.

And the non-specificity of these subject lines is driving me crazy. What results? I understand they want me to open to the email to find out what they’re talking about, but when it’s this generic, I simply couldn’t care less.

Grammatical Errors and Typos Matter

Spam Subject Lines: “Congratualtions! Youve won a prizze!”

The Takeaway: Attention to detail in your copy shows professionalism and builds trust. Always proofread your marketing materials.

And if your first language is something other than the language you’re writing in, get a native speaker to proofread it before sending.

Make It Easy to Take Action

Spam Subject Lines: “Click here, here, and here to get your free gift!”

The Takeaway: Clear and simple calls-to-action (CTAs) are key. Avoid clutter and make it easy for your audience to understand what to do next.

This email had a total of 5 different calls to action with five different links. Confuse your reader and you’ll lose your reader.

By the way, that’s a good marketing mantra. Say it with me…

Confuse your reader, lose your reader

A Few More Observations from My Spam Folder…

For the past month someone with two first names has been sending me multiple emails every single day telling me to get on his one-time only webinar. Yeah. Right.

Someone named “Internet Millionaire” is sending me a dozen emails a day. You’d think this person would have better things to do, like counting his millions.

If the ‘from’ field reads, “support,” I’ll read the subject line every single time. I can’t seem to help it. Don’t overuse the tactic or you may annoy some subscribers.

If there’s an emoji or symbol in the subject line, I will almost always skip over it. Ironic, considering marketers use them to get more eyeballs, not fewer.

The subject line, “Automate Anything. Automate Everything.” Is freaking awesome because, even though I don’t believe it for a second, I still opened it with high hopes.

The next time you’re looking at email, take a few minutes to see what ‘treasures’ are lurking in your spam folder.