Re: Re: Re:Vealed: The Truth About ‘RE:’ & ‘FWD:’ in Email Marketing

We’ve all seen them — those emails with “RE:” or “FWD:” in the subject line, suggesting ongoing conversations or forwarded messages. Intriguing, right? Maybe… but ethical? Nope. Illegal? Yes!

As marketers, the allure of these tactics is hard to ignore. They promise higher open rates and a chance to stand out in an overflowing inbox. It’s tempting to dream about the engagement they could bring. But at what cost?

“It’s just a subject line!” It’s a clever strategy, sure, but it can also be seen as misleading, preying on the recipient’s expectations of genuine interactions. Where’s the ethical line?

Beyond ethics, there’s a legal angle. The CAN-SPAM Act is explicit in its stance against deceptive subject lines. Misrepresenting the content of your email isn’t just frowned upon — it’s against the law.

I used to think these tactics were in a regulatory gray area. Turns out, it’s quite the opposite. The law is clear: using “RE:” and “FWD:” to fake an ongoing conversation or a forwarded message is legally off-limits.

So, what’s the takeaway for us marketers? It’s about finding that sweet spot between being creative and staying honest. Our goal should be to craft subject lines that are engaging but also transparent. After all, in the world of marketing, trust is everything. Let’s aim to build it, not break it.