Best Subject Line I've Ever Seen

From: Adam Wexler <adam_at_impactengine.com>
Date: Fri 02 Nov 2001 15:27:27 -0500

Dear Donal O'Connell,

Well, I'm afraid of what it may say about me, but I have
to admit your subject line, "Jim, you ignorant slut", got
my attention. I've been reading the Online Ads Digest
for sometime and no one title grabbed my attention like
yours did. Therefore, I thought it might be an
interesting topic to discuss in this particular forum:
What is the value or benefit to a marketing campaign that
is based on shocking the public?

Questions for anyone who's had experience in this area ...

1) We all know that sex sells, but are click through rates
higher for other shock based campaigns (i.e. XYZ product
sucks, so try ours! Don't be an ignorant slut, buy our
product! etc.)?

2) If a shock based campaign delivers traffic, what are the
conversion rates? Are they higher as well, or is there a
negative connotation involved with the shock value that
takes away from the actual product and results in lower
conversion rates?

3) If you start with a shocking ad, should you carry it
through to the web site text, graphics, etc.?

4) Would a campaign based shocking the public be
considered more of a branding effort?

Well, there's a start. Looking forward to hearing what
people have to say on this topic and want to thank Donal
O'Connell once again for getting my attention.

Take care all,

Adam Wexler
Impact Engine, Inc.
www.impactengine.com






Received on Fri Nov 02 2001 - 14:27:27 CST