The first thing you need to get right when it comes to email marketing is the subject line. If you can’t get your subscribers to open your emails, it really doesn’t matter how good the actual email is.
It’s easy to spend a lot of time crafting a great message and then just slap a subject line on it at the end. Spend some time writing them and see what type of headline gets you good open rates. Here are five tips to get you started.
Keep It Short
You want your readers to see the entire subject line before they click it. You also want to make it easy for people to scan through their emails. Try to get your point across in 50 characters or less. Pay attention to how your subject lines look on your own devices.
Frankly the best tip when it comes to crafting compelling subject lines is to keep a swipe file of examples that grabbed your attention and got you to open the email. Even if the emails are on a very different topic, you can adapt them for your own needs.
Avoid “Spammy” Words
Stay away from using any words we all associate with spam emails. Words like “sale”, “discount”, “coupon”, “free”, “limited time offer” and even “reminder” are over used and even if they don’t trigger a spam filter and actually make it to your reader’s inbox, chances are high they’ll get ignored.
Instead, start by using the emails you’re saving in your swipe file and then go back and see what subject lines got the best open rates. Try to analyze why they worked well for your market. Not everything will work well in every niche. Find the types of subject lines that get your readers to open your emails and tweak from there.
While personalizing emails with someone’s first name has been overused in some markets, it still works well for many of us. Give it try and see if it works for you. Don’t overdo it, but use it when you really need them to open the email.
Depending on what data you collect when your readers sign up, you can personalize other things like their location for example. Seeing the name of your state or even city in an email subject line is sure to get your attention.
Pique Their Curiosity
We are all nosy and it’s hard to ignore subject lines that sound intriguing or only tell part of the story. Using “…” at the end of your subject line will also work.
The idea here is simple. You want them to click and open the email to find out what the heck you’re talking about or how the story ends.
My best tip: try to put yourself in your reader's shoes. What is of interest to them? What current problem are they having that you can solve? Use your subject line to address their needs and chances are good that your email will get opened!
To your success!
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Laura Olson-Oxley is an entrepreneur, coach, speaker, marketing and business consultant, and sales professional. She has over 25 years experience working with small businesses in a variety of industries, focusing on strategic business growth through effective marketing and advertising. Also a strategist, numbers nut, project manager, and life-long learner, Laura looks at the big picture to analyze and recommend the most effective tools to take businesses to the Next Level.