The Google Ads Auction Exposed: Antitrust Trial Revelations – Part 1

The U.S Department of Justice recently took Google to court. It accused the tech giant of monopolistic practices in the search engine market. This landmark case billed as “the most important antitrust trial of the 21st century” offers us a rare insight to how Google’s ads auction really works. Top execs from the company were put under oath to share all of Google’s juiciest secrets.

Why The Case Came About

The case was initiated back in 2020. It centered around the fact that Google pays around $20 million annually to Apple to be the default search engine on their devices. The state says this gives them an unfair advantage.

Google accountS for about 90% of all search engine traffic. The government is arguing they have stifled competition and engaged in monopolistic behavior, since even huge competitors like Microsoft (Bing) can’t seem to crack the search market. 

Rebecca Allensworth of Vanderbilt Law School described the trial as “the most important decision and the most important antitrust trial of the 21st century.”

True to its billing, the case started peeling back the onion layers at Google. It gaves us some fascinating revelations into how the company works to drive forward advertising revenue. 

Behind the Curtain: Google’s Revenue-Driven Focus

Internal emails shown in court revealed a relentless focus on increasing revenue at the company:

That’s not surprising given that they’re one of the world’s largest publicly traded companies. Nonetheless, it’s a far cry from the original vision of Google “to organize the world’s information and make it universally accessible and useful.” 

It’s clear there’s a culture at the company geared towards finding new and creative ways to boost advertising profits. 

In a May 2019 email, Jerry Dischler (then head of Google Ads) discussed how his team were “shaking the cushions” to find potential changes to the ad auctions that would ensure Google met revenue targets on Wall Street for the quarter.

He went on to write, “If we don’t meet quota for the second quarter in a row and we miss the street’s expectations again, which is not what Ruth (Chief Financial Officer Ruth Porat) signaled to the street, we will get punished pretty bad in the market.”

He went on to say the following:

“I care more about revenue than the average person but think we can all agree that for our teams trying to live in high cost areas another $100,000 in stock price loss will not be great for morale, not to mention the huge impact on our sales team.”

In court Dischler said his goal was “to get creative so we could meet our quota.”

Sacrificing quality for profits

An email exchange was leaked between Mr. Raghavan (now Google head of search) and then-VP of Finance, Carlos Kirjner, who was pushing for a more aggressive revenue plan for the Ads team: 

It appears increased focus on ad monetization goals cost Google some of their top engineers.

Mr. Raghavan stated, “I’ve met enough engineers and PMs who want to quit (and many are quitting) because they think we pay lip service to the user experience and squeeze out revenue, while pushing them to hit heroic monetization milestones.”

Manipulating the Google Ads Auction

The most startling revelation for advertisers was that they admitted to influencing the outcome of Google ads auctions. 

A slide from the DOJ’s closing statement reveals two senior Google executives discussing ad pricing manipulations:

We see here Adam Juda of Google telling the court that “tuning” can impact ad pricing.

These adjustments, referred to internally as “tunings” and “knobs,” allow Google to manipulate ad prices without advertisers’ knowledge.  

For example, “tuning,” can raise ad prices by up to 10%, affecting the ROI for advertisers who rely on Google’s ad platform.

Monopolistic Behavior 

The DOJ accused Google of unfair practices to manipulate ad prices, by changing the design of the auction itself.

They argued advertisers are not informed about details of how the formula works on how the bids are ranked. They referred to the auction as “a black box.”

We then started to get big reveals on some of the specific ‘secret’ projects that Google released to help increase advertising revenue.

Project Momiji

This project (which sounds like the name of a covert military operation) launched in 2017.

It involved artificially inflating the bids of runner-up advertisers in the auction. These inflations resulted in a 15% increase in the bid amounts for winning advertisers. This practice was not disclosed to advertisers, effectively leading them to pay more than necessary.

Randomized Generalized Second Price AKA “RGSB”

Implemented in 2019, RGSP is an auction adjustment that sometimes favors the second-highest bidder to incentivize higher bids overall. 

Google referred to this as a way to raise prices (shift the curve upwards or make it steeper at the higher end) in small increments over time, effectively inflating ad prices without improving quality.

Google executive Adam Juda was revealed to have said the following on the subject:

“If I have to say ‘we randomly disable you if you don’t bid high enough,’ I’m going to have another bad year at GMN [Google Marketing Next].”

“It was “possible” the auction winner would have to bid 3.7 times higher than the runner-up to avoid swapping.”

Ultimately, the only way to avoid RGSP is to increase your bid.


In addition, we see another mechanism used called “squashing” which raises the price for the highest bidder.

These secretive tweaks and tunings have one obvious result – Broader price increases within Google’s auctions, and more revenue for Google.

All of these “tunings” push everything towards a broader price increase within Google’s auctions.

The key thing here is that none of these adjustments were ever made public knowledge. Rather, they were all done secretively behind the scenes, which is what’s most frustrating for advertisers.

In Part II

We’ll explore in more detail the revelations from the case, and also show feedback from the broader PPC community as well.

The post The Google Ads Auction Exposed: Antitrust Trial Revelations – Part 1 first appeared on PPC Hero.

eSignature API Compliance: Navigating Legal and Regulatory Frameworks

Electronic signatures (eSignatures) can be intricate and pose potential legal and security risks if implemented incorrectly. The rules and regulations regarding eSignatures vary by industry and country, so it is crucial to understand the key considerations when integrating an eSignature API to avoid any complications. Let’s explore these together.

I. Overview of legal and regulatory frameworks

The world of eSignatures has regulations that govern it. These regulations are complex and vary depending on the industry and location. Knowing and understanding these rules is crucial before integrating an eSignature API. This ensures that your documents remain legally enforceable. Let’s look at some of the major frameworks in place.

A. Global perspective: major regulations affecting eSignature transactions

The eIDAS regulation of the European Union lays out three levels of eSignatures (Simple, Advanced, and Qualified), each with varying legal weight and security requirements. It is essential to understand these distinctions when conducting business within the EU to ensure that your electronic signatures in PDF comply with the regulations.

In the United States, the UETA and ESIGN Act are federal laws that are the basis for accepting eSignatures. Their primary focus is to ensure that contracts cannot be invalidated simply because they were signed electronically, such as drawing a signature online.

B. Industry-specific regulations: compliance requirements for sectors

Various industries have specific regulations that affect the implementation of eSignatures, making sure they are legally binding. Below are a few examples of such rules:

Healthcare (HIPAA): In handling Protected Health Information (PHI), HIPAA regulations demand strict data privacy and security, including robust encryption, secure storage, and detailed access controls for any online PDF signatures collected.

Finance (SEC Regulations): Financial institutions must follow recordkeeping guidelines set by the Securities and Exchange Commission. This requires choosing an API provider that emphasizes secure, long-term archiving of signed documents and allows inserting signatures in PDFs.

Government (FedRAMP): US government agencies and contractors require FedRAMP authorization for any cloud-based software. This indicates that an eSignature provider meets strict federal security standards.

II. Key compliance considerations for eSignature APIs

Selecting and implementing an eSignature API correctly should prioritize compliance. Let’s explore the areas that demand additional attention:

A. Authentication and Identity Verification

It is crucial to know with certainty who is signing your documents. This not only ensures legal enforceability but also protects against fraud. When searching for an API, ensure that it offers a variety of authentication options. This will allow you to match security measures with the transaction’s sensitivity and have better control over the process.

Know Your Customer (KYC): KYC processes may be necessary for high-value or regulated transactions. These often involve verifying a signer’s identity against official government-issued IDs.

Email or SMS Verification: A basic yet often appropriate layer of security involves sending a unique code via email or SMS to confirm a signer’s identity before they can add an electronic signature in PDF.

Knowledge-based Authentication (KBA): KBA asks the signer to answer questions they should only know the answers to, based on information from public records or credit bureaus.

Biometric Authentication: Fingerprint scans, facial recognition, or voice analysis add a powerful layer of protection, making it harder for bad actors to impersonate a signer.

To avoid any possible disputes in the future, it is essential to ensure that stringent authentication measures, such as meticulous audit trails and tamper-proofing, accompany electronic signatures. Therefore, when choosing an electronic signature solution, one should look for features that indicate any attempts to modify the electronically signed PDF document after it has been signed. 

B. Security standards

When evaluating an eSignature API, certain aspects are non-negotiable to protect your sensitive data:

Encryption (AES-256): Today, AES-256 encryption is the industry standard for protecting data at rest and when it’s being transmitted. Ensure your chosen API transparently states its use of this robust cryptographic protocol for all phases of your online signature PDF process.

Data Protection (GDPR and Beyond): The GDPR has become a global benchmark, influencing data privacy laws outside the EU. Understanding where and how an eSignature API provider stores and processes personal data is key for your compliance efforts. Look for API partners that offer data processing agreements (DPAs) and detail their own compliance practices.

Additional Considerations: For highly regulated industries, additional standards may be mandatory. These could include:

SOC 2 Compliance: This auditing standard demonstrates that an eSignature provider has robust controls around data security, availability, and confidentiality.

FedRAMP Certification: For use in US government work, your solution may need to be FedRAMP authorized.

C. Audit trails and record-keeping

It’s crucial to have a comprehensive audit trail that keeps track of all actions associated with a document. When selecting an eSignature API, focus on these key features:

1. Detailed logging: The audit trail should record every person who accessed a document, who signed it, when they signed it, their IP address, and the authentication method used. This level of detail is critical if the validity of a signature is ever questioned.

2. Accessible format: Audit information is only helpful if it’s easy to retrieve and analyze. Your API should make it simple to access and export audit logs.

3. Long-term retention & Archiving: Regulations often require electronically signed PDF documents to be stored for many years. Look for API partners that offer secure and long-term archiving solutions to help you meet your record-keeping obligations.

III. Role of eSignature API providers in compliance

The ideal eSignature API provider is a trusted partner in navigating compliance complexities. Here’s what to look for:

A. Provision of compliance features and tools

When choosing an API provider for eSignature solutions, it’s important to consider their compliance features and tools. Look for providers that offer technical features such as multiple authentication methods, tamper-evident technologies, and industry-specific tools tailored to your needs. 

B. Transparency and documentation

Transparency and documentation are also crucial factors to consider. You should choose an API provider with clear documentation surrounding its security practices and compliance support features. Additional resources such as knowledge bases and guides can also help use eSignature solutions responsibly and ensure that any electronic signature in PDF is legally sound.

C. Support and guidance

It’s okay if you’re not a legal expert. However, having a reliable and knowledgeable eSignature API provider can be extremely helpful in understanding complex issues, addressing compliance concerns, and navigating the legal landscape related to inserting electronic signatures in PDFs.

The Lumin Sign API is a secure and compliant solution that efficiently handles your online PDF signature needs. Affordable pricing, flexible features, and commitment to customer success make us an excellent choice for businesses—improve workflows while adhering to all relevant regulations for secure online PDF signatures.

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Navigating Payment Methods in American Online Casinos

There are traditional ways of making payments in American online casinos, which have been used for many years as a means of financial transactions. These consist of credit and debit cards, bank transfers, and e-wallets. Credit and debit cards are quite simple because they link directly to personal bank accounts, making them convenient for most players. Bank transfers are slower, but they provide a safe method of transferring large amounts.

Understanding traditional payment methods

A detailed study of regulated casino operators shows that traditional methods have various benefits that make them attractive to players at American online casinos. Credit and debit card companies are widely accepted, so you can use them almost anywhere in internet casinos. This results in ease because people operate such types of businesses in their lives without much trouble.

Another thing is that e-wallets enable fast fund management without having to type card details every time someone wants to do it. Nevertheless, these techniques are normally easy to understand and require little preparation, which makes them beneficial to those who do not want to be bothered by being tech-savvy. 

Drawbacks of Traditional Payment Methods

However, there are some drawbacks associated with traditional methods, despite their advantages. The cost involved in transactions may be high, with some credit card firms charging exorbitant fees on gaming-related deals. Such costs can reduce the amount available for actual play, hence diminishing the player’s budget.

The other disadvantage is slow processing times, which can be observed in e-wallets as well as some banking transfers, whereas credit or debit card transactions might take longer to show up in one’s online casino account. This postponement can be irritating for gamblers who want to start playing immediately at the sites best suited for playing slots in Michigan

Exploring Apple Pay and Google Pay

Nowadays, Apple and Google offer modern alternatives for making payments at American virtual casinos. These digital wallets secure their users’ information on cards, allowing them to make payments with just a touch or a tap, with biometrics like fingerprints or facial identification improving the security factor.

Security is another major advantage. The use of advanced encryption and tokenization technologies by both Apple Pay and Google Pay ensures that user data is safe. This implies that the precise details of the card are not shared with a web casino, thus reducing any chances for fraud or unauthorized transactions. Additionally, biometric authentication’s ease of use simplifies payment.

Disadvantages of Using Digital Wallets

In spite of their benefits, there are some limitations to these e-wallets at casinos online. One main limitation is that not all websites have incorporated this mode of payment into their systems yet. Even though they are gradually being adopted, customers might still access sites where these options are not yet available.

Besides this, a potential disadvantage arises from the dependence on mobile devices. Without compatible phones or tablets with integrated Apple Pay or Google Play, players cannot use these payment methods at all. 

Weighing the options

It is important to consider unique pros and cons when comparing traditional payment methods with Apple Pay and Google Pay. Traditional solutions offer wide acceptance as well as familiarity, but they come with transaction charges and slower processing times. On one hand, they provide quicker and safer deals, but wallet users must have specific devices that support them, and many businesses do not accept them universally.

Such insights can be found by consulting professionals at Stakers, who provide helpful tips and current information on how to make online casino transactions safely. They advise people well because they have knowledge of convenience, security, and efficiency, thus leading to a wise choice.

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Improved Financial Security With Robust Identity Verification For Fintech

The frequency of phishing attacks surged by 61% in the half-year period concluding in October 2022, relative to the same timeframe in the prior year. The fintech industry is more often at risk of encountering cybercrime, resulting in losing access and finances. There are numerous possibilities of identity theft and forgery in the fintech industry as it is solely based on technology. 

Therefore, fintech industries require vigorous Identity verification solutions to opt for seamless login and secure financial health. This ensures that cybercriminals do not get access to the customer’s account and prevents phishing attacks. 

This article will delve into the necessities of the ID verification process by knowing how it develops trust among customers and the fintech industry. 

Critical Characteristics of the Article 

Comprehending what exactly is Identity verification

The thorough process of ID verification

The ways in which fintech can implement digital identity verification

The crucial benefits of verification identity 

The online services that are securing fintech industries 

What is Identity Verification?

It is a process of verifying the person who they claim to be before authorizing them any access. Identify Verification is how people prove they are who they claim they are. It is a foundational security element for organizations, employers, customers, and individuals. ID verification significantly prevents fraud and identity theft and ensures that contracts and agreements are legitimate. 

The fintech industry can approach identity verification in numerous ways, such as in-person identity verification, remote identity verification which requires the individual to submit scanned documents, and biometric identity verification.

The Cultivated ID Verification Process

Identity verification can transpire in several ways by both mediums, physical or online identification. The physical ID verification process requires the user to take his document personally to the location of the organization and get it validated there by their representatives. They also need to record the biometrics of the applicant or the user.

Conversely, online verification services allow the user to get verified remotely by submitting scanned documents, selfies, and biometrics like fingerprints and facial features. This is considered a more convenient way to get verified for customers and can be done remotely anytime. 

The Methods of Digital Identity Verification In Fintech

Digital identity verification is an optimal solution for the fintech industry that provides compliance and robust security. The fintech industry can use identity verification to uphold trust and streamline customer services by enhancing security measures. As mentioned, the industry has several threats of identity forgery and has faced increasing cyber-attacks in the past years. Thus, ID verification can be pivotal in ensuring secure logins and safer transactions in digital spaces.  Here are the few approaches in which 

Account Opening: Implementing digital identity verification ensures that only legitimate individuals open accounts, enhancing security and compliance measures.

Onboarding: By integrating identity verification processes during onboarding, fintech companies can streamline the process while ensuring the authenticity of new customers, enhancing trust and security.

Claims management: Digital identity verification can streamline claims management processes by authenticating users’ identities that reduces the risk of fraudulent claims, and enhances overall security.

Wire Transfers: Utilizing digital identity verification for wire transfers adds an extra layer of security, mitigating the risk of fraudulent transactions and ensuring that only authorized individuals execute transactions.

The Advantages of  Verification Identity

Here are a few advantages of verification Identity that can enhance the overall  performance of the fintech world: 

Prevention of Fraudulent Activities: Identity verification is crucial for preventing fraud and protecting businesses from financial losses and reputational damage.

Enhanced Security: Identity verification adds an extra layer of security by confirming an individual’s identity. It allows only authorized access to sensitive information and services that have been reducing the risk of data breaches and cyberattacks.

Compliance with Regulations: Regulations like KYC and AML require identity verification to prevent financial crimes. Compliance helps businesses avoid fines and reputational damage.

Improved Customer Experience: Identity verification can improve the customer experience by streamlining the account opening process. Computerized processes verify a customer’s identity quickly without physical documents as it reduces friction in the onboarding process.

Cost Savings: identity verification can save businesses money by reducing the time and resources needed to confirm customer identities, thus lowering operational costs and improving efficiency.

Online Verification Service For Securing the Fintech Industry 

The identity verification can transpire in several ways, such as when the financial and technical institution validates the user. That can be document verification, biometric authentication, AI facial recognition, address verification, etc. These verifications not only verify the user but also authenticate them while giving access to their accounts and data. The online verification service secures the integrity of the Fintech companies by complying with robust regulatory processes.

Final Statement 

Identity verification is crucial in providing prevalent security and discouraging identity fraud. The continuous issue of identity theft has increased the unremitting perils of losing finances and integrity. Thus, Identity verification enhances compliance with regulatory requirements and improves the overall services for both ends. Moreover, online verification services protect the fintech transactions by authenticating the users with account opening, onboarding, and through transactions.

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Driving Growth: The Strategic Value of Business Process Outsourcing Services

Imagine owning or managing a mid-sized company that just launched an innovative product. Your sales suddenly skyrocket, and customer inquiries flood in. Although this can Read more

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Why Entrepreneurs Must Ensure Workplaces Are Compliant with Current Legislation

As an entrepreneur and business owner, ensuring your workplace complies with all relevant laws and regulations should be a top priority. While regulatory compliance may Read more

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How Automation is Revolutionising Small Business Operations

Automation is changing the way small businesses operate. From streamlining processes to improving efficiency, it offers numerous benefits that can transform a business’s potential. In … Read more

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Bark, Bond, Believe: It’s a Tug Life – A Wholesome Story About Family Ties for Young Hearts!”

Laura Utterback, best-selling author of the book “It’s a Tug Life!” joins Enterprise Radio. It’s a Tug Life! is full of delightful moments that … Read more

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11 Subject line mistakes that could hurt your open rates

Advertising legend David Ogilvy once said, “Five times as many people read the headline as the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Like a headline for a blog post or news article, the subject line for your email needs to capture people’s attention and convince them to open your message. A subject line can make or break the performance of your email, so it’s important to spend extra time crafting one that’s memorable and effective.

Good subject lines get to the point, create a sense of urgency, and are relevant to the subscriber, but it’s easy to make mistakes when writing them. 

Committing these subject line sins can drastically reduce your open rates, but avoiding them is easy if you know what to look for.

Here are 11 of the most common mistakes people make when writing email subject lines and tips to improve them and improve your open rates.

Why are email subject lines so important?

When you send an email, you only get one chance for the intended recipient to open it. And most of that is tied to a great subject line. A well-crafted subject line grabs attention and sets the tone for the rest of the email. It can make the difference between your email being opened or ignored, influencing engagement and conversion rates.

11 Subject line mistakes to avoid

Understanding the common pitfalls can help you avoid mistakes and create compelling subject lines that drive results. Here are 11 subject line mistakes that could hurt your open rates and how to avoid them.

1. Using ALL CAPS 

Imagine receiving an email with a subject line in your inbox: GET 40% OFF YOUR NEXT PURCHASE RIGHT NOW.

You would likely take one of three actions: ignore it, delete it, or mark it as spam. And that doesn’t even account for the annoyance you might have felt receiving such an email.


It can appear like you are yelling and hurting your email performance. So, you should use caps in subject lines very carefully.

Do this instead:

Using caps in an email can be effective on a single word in a subject line. But it also needs to be the right word.

Dick’s Sporting Goods does a good job subtly calling out “MORE”, “BIG” and “NOW” in the subject line examples below.

2. Using too much punctuation!!!!

Taking the example we used earlier, imagine we added punctuation—a lot of it: GET 40% OFF YOUR NEXT PURCHASE RIGHT NOW!!!!!!!!!!!!!!!!!!!

You have limited real estate for your subject line, and multiple exclamation marks can come across as spammy. Special characters, such as * % & # and ^,  have been known to trigger spam filters, so be sure to use them sparingly. 

Do this instead:

Now that we’ve discussed the punctuation mistakes to avoid in your subject line, you may be wondering which characters lead to higher open rates.

The answer? Question marks, exclamation points, and periods. We recommend no more than three punctuation marks per email subject line. When you use too much punctuation, your email looks spammy.

Of course, while this can vary depending on your industry, your audience, and the content of your messages, test multiple subject lines (more on this later) to see which punctuation your subscribers respond to.

Here’s an example of a subject line from Enchanting Marketing:

Using simple language, asking a question, and proper punctuation in her subject line, founder Henneke Duistermaat piques the reader’s interest and entices them to read the message.

Exclamation points, periods, and question marks are all part of a healthy email marketing strategy, so don’t be afraid to mix up the punctuation you use in your subject lines.

3. Using emojis

Okay, we know you might not agree with this one—but we implore you to use emojis sparingly in your subject lines. Yes, emojis can indeed increase open rates. But not always.

The key is to protect your brand image and avoid coming across as cartoony or unprofessional. Emojis work well for some businesses, but they may not be suitable for everyone. 

For example, law firms, financial services, and healthcare providers might want to avoid using emojis altogether to maintain a serious and trustworthy image.

Do this instead:

Match the emoji to your business and use them thoughtfully. If you decide to use emojis, ensure they align with your brand and message. 

It’s also a good idea to test different subject lines with and without emojis to see what resonates best with your audience. For instance, try “🌟 Special Offer Inside!” versus “Special Offer Inside!” and compare the results to find what works for you.

4. Using Spammy Words

Adding certain trigger words to your subject line can activate a recipient’s spam filter, even if your message is legitimate.

To prevent this from happening, avoid certain words, phrases, and symbols like “$$$,” “100% free,” “cash off,” “cheap,” “weight loss,” and “serious cash.” Even if your email makes it into the inbox, it can come across as spammy to your subscribers.

Do this instead:

To ensure your readers take your emails seriously, carefully choose the language in your subject line by avoiding some of the trigger words and symbols listed above.

Finding the right verbiage for your subject line can be tough, especially with the sophisticated spam filters out today. What works for one industry may not work for another. Be sure to try different variations of words to see what resonates best.

I also recommend focusing on specific words that tie back to the content in your email. Check out this example from our friends at Social Media Examiner:

The subject line tells you exactly what you’ll get by opening up the email. And by focusing on that, it eliminates the risk of including words that might appear spammy.

Bonus Tips: Occasionally adding phrases like “Free” or “Act Now” have been shown to improve open rates, but I recommend using them sparingly to avoid diluting their impact.

5. Making It Too Long

Have you ever read an email communication with run-on sentences after run-on sentences? It’s annoying, right? And it might even turn you off so much that you stop reading altogether. It’s not all that different with subject lines.

People receive many emails daily and don’t have time to read a novel when skimming their inbox. The average person receives 121 emails per day, so yours needs to stand out in a good way. Long, rambling subject lines can get lost in the clutter, causing your message to be overlooked or ignored. 

Do this instead:

Aim to get your message across as quickly as possible and cut any unnecessary terms or phrases. Our AWeber team of email experts analyzed the top marketers’ emails and found their email subject lines averaged slightly under 44 characters.

As important as it is to get your message across quickly and clearly, make sure it expresses a complete thought and offers value to the reader – you don’t want to write a subject line that’s too short, either. Avoid one-word subject lines and strive to be helpful and relevant to your subscribers.

Professional photography blogger Courtney Slazinik conveys her message concisely with the following subject line:

By building a message around a numbered list and including the word “secrets,” Courtney offers value and creates a sense of mystery around her content. As a result, this subject line is easily skimmable and irresistibly clickable.

6. Being too generic

Being too generic with your subject lines can be a big mistake. Think about it like this: if you were offering vanilla ice cream, it might not catch anyone’s attention. But if you mentioned a unique flavor like “Salted Caramel Swirl with Chocolate Chips,” people would be more likely to notice and get excited.

Generic subject lines often get overlooked because they don’t stand out in a crowded inbox. They fail to give readers a reason to open your email, resulting in lower open rates and engagement.

Do this instead:

Add some flavor to your subject lines. Make them specific and enticing. For example, instead of “Weekly Newsletter,” try “Discover 5 Secret Tips to Boost Your Productivity This Week.” This captures attention and gives readers a clear idea of what they will gain by opening your email.

7. Writing misleading content

Let’s say you send an email with the following subject: Get an exclusive 50% discount on our entire inventory! But when the reader opens the email, it’s a pitch to sign up for a webinar or free online class.

Not only is this tactic dishonest, but it also tends to backfire. No one likes to be deceived, especially when they receive an email that promises one thing and delivers another. 

You might get people to open your email initially, but this alienates subscribers and can hurt your open and spam rates in the long run. If your subscribers lose trust in your emails, they will ignore future emails and mark you as spam.

Align the content of your email and your subject line to build and maintain trust between you and your subscribers. This is especially important considering Google’s EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) philosophy. Even though email is email and Google is Google, misleading subject lines undermine your credibility and can negatively impact your reputation and deliverability.

8. Avoid using RE or FW in Your Subject Lines

Avoid using RE: or FW in your headers. These tend to trick the reader into thinking the email was part of another conversation, which doesn’t leave a positive impression with subscribers. In fact, it can cause confusion, leaving consumers to wonder if the email was sent by mistake.

Not including this text also gives you more room to work within your subject line, which can be used to convey helpful and relevant information instead. Adhering to EEAT principles and being transparent with your subject lines can foster a trustworthy relationship with your audience and improve your email performance.

9. Lacking urgency

Do you want your readers to open your email now? Or, do you want them to wait for weeks, or months, possibly forgetting they received your email altogether? Subject lines that lack urgency often fall flat because they don’t give your readers a reason to act immediately. Without a sense of urgency, your email can get lost in the shuffle of a busy inbox, reducing your open rates and overall engagement.

Do this instead:

Create a sense of urgency in your subject lines to prompt immediate action. Use phrases like “Limited Time Offer,” “Act Now,” or “Only a Few Spots Left.” 

For example, instead of “New Product Available,” try “Exclusive Offer: 20% Off New Product – Today Only!” This encourages readers to open your email immediately, improving your chances of growing engagement.

10. Including spelling or grammar errors

Subject lines (or any other content in your email) with typos, misspelled words, and misplaced punctuation look unprofessional and can hurt your open rates.

Emails are an opportunity to establish your brand as a helpful source of information. Subject lines with spelling or syntax errors make a bad first impression, and undermine your ability to establish trust with your subscribers.

Do this instead:

To optimize your email open rates, be sure to review your emails for grammar and spelling prior to hitting send. No one will take the time to read your email if the subject line is loaded with grammar mistakes, but basic copy editing can prevent these errors from slipping through the cracks.

Related: How to test emails before you send them

11. Skipping out on A/B testing

You’ve probably noticed that we have mentioned subject line testing a time or two—or five—throughout this post. And there is a good reason for that—because subject line testing is EASY and COSTS YOU NOTHING. Sorry for the all-caps there, but we want to make sure we hit home on this point.

By skipping out on A/B testing, you miss the opportunity to discover what resonates with your audience. Every email list is different, and what works for one might not work for another. A/B testing allows you to compare different subject lines and determine which one performs better, helping you refine your strategy and improve open rates.

Do this instead:

Make A/B testing a regular part of your email marketing routine. Test variations of your subject lines to see which ones get the most opens and clicks. 

For example, you might test “Don’t Miss Our Exclusive Sale!” against “Exclusive Sale – Today Only!” Over time, these insights will help you craft subject lines that are more effective and tailored to your audience’s preferences.

Crafting subject lines that sweep subscribers off their feet

The subject line is one of email’s most important components, so getting it right before you send your emails is a must. And by avoiding the mistakes above, you’ll be well on your way toward improving your email engagement.

Ready to use these tips to write better subject lines? Sign up for AWeber Free today to start writing amazing subject lines.

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