Not Even a Good Lie

Do fake “RE:” subject lines actually work?

They might get the open. They rarely get the trust. The trick is exposed the moment the email loads and there’s no previous conversation. Consumer research calls this persuasion knowledge: people develop and use what they know about marketers’ goals and tactics to cope with persuasion attempts, and they use those attempts to shape their attitudes toward the product and the marketer behind it. Once people spot the tactic, they judge you by it.

Are fake “RE:” subject lines legal?

In the US, they can cross a legal line. Under the CAN-SPAM Rule, email marketers must use accurate headers and subject lines. A subject line that pretends a conversation already happened misrepresents what the email is. Rules in other countries differ, so check your local regulations before sending.

What’s the difference between clever marketing and manipulation?

Whether the trick holds up once people see it. Spotting a sales tactic doesn’t automatically make people more skeptical. In a 2017 series of studies, researchers found that when a persuasive agent uses a credible tactic, recognizing the persuasion attempt can lead people to evaluate the agent and its offering more favorably. The good magician knows you know it’s a trick. The trick works anyway.

What should brands write instead of “RE:”?

A subject line that matches what’s inside the email and still makes someone curious. Give people a real reason to open, then deliver on it. A great subject line feels like the start of the email. A fake one feels like a lie you’ll have to explain.