ubject lines should ideally be around 41 characters to fit both mobile and desktop
screens. They perform best when leveraging the Urgency Approach (e.g., "Ending
Today") or the Value Proposition Approach (e.g., "Free Shipping"), combined with
psychological "power words" that trigger FOMO or exclusivity [Chapter 5].
● The preheader text (the preview snippet next to the subject line) is prime real estate.
Marketers should use the "information gap theory" to frontload critical details, build
curiosity, or provide social proof without simply repeating the subject line [Chapter 6].
● Copywriting must sell benefits, not features. Customers do not buy a product for its
specifications; they buy it for how it solves their problems or improves their lives
[Chapter 7].
● Hyper-personalisation goes beyond using a first name. It involves using
behavioural data to tailor the message. In contexts like Singapore, localising the tone
(e.g., referencing Kiasu culture, MRT proximity, or local food) drastically increases
relevancy, trust, and engagement [Chapter 7].