In the previous post, I described how email marketing campaigns generate sales. Let’s assume you have been generating an email list from your website subscription, sales, and networking. If not, start now. Always get permission. Hopefully you have chosen the email marketing tool that best fits your needs. If you are not sure which tool to choose, PC magazine has two helpful articles. This one is about features available and another is a comparison of companies.
Now you are ready to start email campaigns to launch new products and services, announce sales, promote events, or offer tips. How do you ensure that your email gets opened and read?
Look to magazine covers to help.
Home improvement stores, sports stores, grocery stores and other stores put magazines near the check-out line to tempt you. People scan the magazines and read the headlines splashed all over the covers. Do you ever open one to read a juicy bit of gossip, a sports tip, or a review? What do you do when the line moves and you’re forced to put the magazine back or hand it to the cashier? If you buy the magazine, the headline writers did their jobs well. Attention grabbing headlines lure you into the content.
Subject lines of emails serve the same purpose as headlines on magazine covers.
1) To get the attention of someone scanning their inbox.
2) To tell the recipient what the email includes.
The word “Free” attracts spam filters like cops to a red Corvette.
Every email program has a built in spam filter to protect people from spammy emails and viruses. Who needs another email about buying pharmaceuticals from Canada? Your subject line should avoid certain words that set off the alarm bells in the software program. Marketing emails directed straight to the junk folder rarely make a sale.
Most people scan their email subject lines.
You have their attention for a fraction of a second. Make it count.
People only open the emails that interest them. You want your emails to be among the chosen few. The subject line of your marketing emails make the difference between your email getting ignored and getting opened.
How to write effective subject lines
You could hire a copywriter, (like me!) to do your email marketing. Want to give it a go on your own first? Start by copying the masters. Go back to the magazine rack. Look at the headlines from your favorite magazine and alter them to fit your needs. Think about your audience. Subscribe to your competitors’ email and study what they are sending. Don’t directly copy their subject lines. Just get a feel for their tone, message and structure.
Here are a few examples a bed and breakfast in the Colorado mountains could use for email subject lines.
Indulge in our decadent breakfast buffet
8 ways to beat the summer heat in Steamboat
Don’t be one of 98% of Denver residents missing the best rodeo in Colorado
Come back. Ask about our free bottle of champagne at check in
Photographers rave about the colors of Aspen right out of their bedroom window
Create 4th of July memories you’ll cherish forever
Our new spa package is only available through January
5 reasons anglers love the Aspen View Lodge
Finally, keep track of which headlines get opened more. Even the best offers won’t get redeemed if the email never gets opened. I typically write 20 to 30 subject lines for each email before choosing the best one. Don’t waste valuable time and money creating a marketing strategy and then skimp on the email announcing it to your target audience. Increase your odds of a sale with subject lines enticing people to open the email.
Want more help creating profitable content? Subscribe to my email list or contact me.
Don't be shy! Share the subject line that worked for you.