Let’s talk about your last few email campaigns.
Did they get the kind of engagement you wanted them to? How was your open rate? How were conversions?
The thing about email is that it is, at the same time, the single most effective and singularly deadly part of any marketing campaign. Any good copywriter or copywriting company will tell you the same thing: If you can’t engage your readers, it’s all over, and the point of engagement that matters most when writing emails is your subject line.
The subject you choose has to compel the reader to click on the message and read it. Of course, there are plenty of other elements that go into a successful email, but if you never get past that first hurdle, you will never know how effective the rest of your strategies are because hardly anyone is going to see them.
The best subject lines are the ones that pique curiosity or leave an open-ended question in the mind of the reader. Some of the more effective ones we’ve seen look something like this:
“It couldn’t possibly be easier”
“How much time are you spending chasing new leads?”
“The single most important resource in your company”
“I saw this in my newsfeed today and I had to tell you about it.”
Anything that raises a “who” or “what” question for the reader is going to be opened by a decent percent of your list. Let’s try to remember that email marketing is effective because people have already told you that they’re interested in your product or service. They’ve told you they’re interested in what you have to say.
So say something interesting and start with your subject.
Here are a few subject line styles that serious marketers should avoid like the plague (but that you still see all the time). If you steer clear of these kinds of gimmicky, quirky, and annoying subject lines, you will get more opens.
1. The Screamer
The screamer subject line looks something like this:
“WOW!! I JUST COULDN’T BELIEVE IT!!!”
…or this:
“Wow! I just couldn’t believe it! <—OMG U HAVE TO SEE THIS!!!!”
For starters, one exclamation point is always sufficient. In fact, none is usually more than sufficient. People simply do not like the kind of in-your-face approach that many marketers use in their email subjects. Don’t think that by caps-locking your reader communicates enthusiasm. It doesn’t. It communicates that I’M YELLING AT YOU. No one likes to be yelled at, and no one likes the hard sell. Remember that email is a conversation, so treat it like one. The overall message in this subject is great. The delivery stinks.
2. The Generic Snoozer
How excited would you be to open an email with subject lines like these?
“Consolidated Widgets Monthly Newsletter”
“Our September Menu”
“New Products Available Now”
There is nothing compelling or engaging about any of these subjects, but within all of them is lurking a conversion powerhouse just waiting to be set free on the reader. Now let’s see what an effective message for each of these subjects would be.
“10 uses for widgets you never thought of (Until Now)”
Here we have the opportunity to convey the features and benefits of our product while, at the same time, putting ideas in the head of the reader about what possible uses for your product they might have overlooked until now.
“Creole Seafood Jambalaya, Cajun Mac and Cheese, and more!”
Getting hungry yet? All of that sound way better than just reading a menu, doesn’t it? Let the reader know not just what you’re writing about, but why they should be excitedabout it. Excitement is a great reason to use that exclamation point – one exclamation point – to build enthusiasm.
“The new Ace Mobile smartphone chargers (yeah, we have ’em)”
Zero in on a product or products that your readers will actually care about and you will find they not only open the email, they also click through to your store and buy from you.
3. The Obvious Exaggeration
How many times have you seen email subjects like this:
“It’s time to claim your $5000 commission!”
“Free money – Come ‘n get it!”
“[Name], I need to know where to send this check”
For starters, you’re not fooling anyone. There might be a few who are gullible enough to actually click through expecting you to actually have a $5,000 check for them, but they will be few and far between. There will also be a small handful who are just interested enough to open the email to find out what your angle is, but they aren’t taking you seriously. Why does that matter? Because people want to spend their money with people they trust. You don’t build trust with double-talk and out-and-out deception.
4. The Stalker
Some marketers think that the desperation angle is a good lock for securing opens, but this also goes back to the notion of trust. If someone sees a subject line like these, where is the confidence in the product?
“I’ve been trying to contact you for weeks!”
“Do me a favor and have a look at this”
“Was it something I said?”
“Please don’t ignore me”
None of these subjects tells readers that you have anything substantive to say. In fact, it actually tells them that you’re used to being ignored and that there’s probably a reason that happens. It also starts looking downright creepy if you do it more than once.
5. The Spellcheck Train Wreck
This one is really straightforward, and it applies to even the best of subject lines. Take the 10 seconds necessary to proofread your emails, beginning with the subject line. Check it for spelling and grammar accuracy. Make sure your use of your and you’re is correct, as well as there, their, and they’re. Most readers are bigger grammar police than you realize, and if you come across as someone without a firm grip of the language, it hurts your credibility.
Oh, and it really doesn’t hurt to do the same for the body of the message either…
Bottom Line: Solid Subjects Get Opens!
There’s that exclamation point again, and I use it for one reason: I get really, really excited about the potential of email. It is one of the oldest Internet technologies, but it still holds up even with the sea of other (and more instant) messaging options out there. It will be your most powerful marketing tool for a long, long time to come, so use it well and use it to your greatest advantage.