Flights for $1 – wow! Or is it just my smartphone shortening your subject line

Today I received an email from a travel agent, and it perfectly illustrated a point that a copywriting friend of mine mentioned just the other day.

Because a smartphone will typically only display the first 25 or so characters, marketers and copywriters have to work even harder than ever to make a subject line impactful enough and make the reader want to open their emails.

So perhaps this was an intentional attention-grabbing subject line, although I don’t think so…

the actual price for flights to Europe was much higher than $1 of course, but perhaps will report huge open rates on this email, particularly from smartphone users.

A nice reminder of this point, and how hard we all have to work to make the most of the ever-shrinking canvas of a subject line.