• by Dianna Dilworth , July 1, 2014

What makes a great email? Kirsty Montgomery, head of customer marketing at Staples UK, says that it is all about how much money it makes the company. It's not rocket science, she said in a keynote given at the Email Insider Summit in Montreux, Switzerland, in which she gave tips on how to achieve email success.

During her presentation, Montgomery shared her tips and tricks for increasing the revenue that email generates. For one, she recommends increasing the volume of email. While unsubscribe rates might increase, she pointed out that this isn't a huge issue and pointed out that sending more email increases revenue. 

Some other tips from Montgomery include using all of your assets, having fun and not forgetting about a good subject line. "More information is powerful," she explained.

During the presentation, she shared her favorite email subject line of all time, "Open me quick! I expire at 6pm, payday treat." The email was sent by clothing retailer Asos. What makes the subject line so good? "It tells you what to do," explains Montgomery. "It speaks to you in two ways, if you are going out or staying in."

Her least favorite email subject line? "How was it for you? We want your feedback!" This email from the same retailer repelled Montgomery for its image of a thin model, which didn't make her want to give positive feedback, even though she had had a positive experience with the brand.

The bottom line, according to Montgomery, is that email is not rocket science.