How to Wow your Customers with Subject Lines
Ah, the email… it’s a busy professional’s golden ticket to cost-effective marketing.
But in a world of bumper-to-bumper traffic, NFL RedZone, Netflix, and Pokémon Go—it’s becoming increasingly difficult for email marketers to compete with today's constant distractions.
Even the juiciest of deals, most fascinating of news, and sincerest of “thanks” is often ignored, leaving a potentially game-changing email to be left spiraling helplessly in the digital abyss, never to be seen again.
So, why does this happen?
I can tell you the problem might not be that big at all; in fact, it might only be a couple of words: The subject line.
Yes, the subject line.
The cover to your book, the preview to your movie, the front door to your home, the scent to your apple pie—Ok, no more metaphors.
Subject lines are the bread and butter to your email. In fact, they're so powerful that they can either make or break or faith in email marketing. With 33% of all email recipients’ decision to open your email based on the subject line alone, you best make sure that they are oozing with “read me, read me” creativity, simplicity, relevancy and precision in order to be effective.
If you’re sick and tired of your emails being the lonely senior left alone on prom night, here are 7 easy-to-implement tips and tricks that will surely give your copy its day in the sun:
1). The Less the Merrier
Remember, us humans have the attention span of a golden retriever who spots a squirrel at the park.
The longer your email is, the better chance it has at being forgotten. However, reducing your subject line to 5 or fewer words presents its own set of challenges, as it has a better chance of being interpreted as too broad or lacks a clear and concise message.
Aim for the 6-10 range. “Emails with subject lines of 6-10 words have the highest open rates, yet most emails sent by marketers have subject lines of 11-15 words,” says Ayaz Nanji of MarketingProfs.
It’s also important to note that many (if not most) of your email recipients are viewing their emails from their mobile devices; when your subject line passes the 6-10 range, the recipient won’t always be able to see the entire message.
2). Initiating a Response
At the end of the day, your subject line’s main objective is to capture the interest of the recipient. To simplify this concept, remember these three keys rules to follow: 1. Make an affirmation, guarantee or promise statement 2. Strike an emotional chord 3. Evoke the need to “know more.”
Examples:
- How you can make money with just your eyes.
- Are these five mistakes scaring away your customers?
3). Targeting your Subject
Use words that spotlight exactly who it is you want opening your email. Subject lines that relate to everyone, can, ironically, produce the opposite effect: Relate back to no one
Examples:
? 10 things new homeowners need to know before moving.
? The freelancer-writer's guide to consistent magazine publication.
4). The Calm Before the Storm
Many times, marketers unfamiliar to the “art” of emails are too quick or aggressive with their subject lines. Yes, you want your email to stimulate sales, but that doesn’t mean your subject line has to do all the work for you; ultimately, visualize your subject line as the vehicle to encourage purchasing behavior. Focus on how your subject line entices the reader to open the email, not take out their wallet—that will hopefully come later.
Examples:
- Shoot and score big: save hundreds by purchasing now
- Christmas in September: download to win free Coachella tickets
5.) Spam Alert
Email recipients have an ingrained impulse to instantly determine spam-laced language, and nothing turns them off more. However, sometimes the line between spammy subject lines and appropriate content can be difficult to differentiate. Conversely, just because your email contains a word or two of red-alert terminology doesn’t mean it will always be interpreted as spam. Words to stay away from (or at least be conscious of): Clearance, earn money, now, per week, don’t delete, 100%, urgent, money back, dollars, cheap, opportunity, help, discount, friend, rich, just, ultimate, credit, reimburse, promotion, no questions asked, etc.
Examples (of what not to use):
- Buy today and save 100% on your next purchase
- Only 24 hours left and this discount will be gone
- Get rich in 3 days with new questions asked
6). Personalize your Pitch
A subject line that encompasses the recipient’s name, job title, industry, place of living, age, etc., are immensely powerful tactics for increasing open rates. When an email is personalized by mentioning the previous, it sticks out like a sore thumb and becomes psychologically alluring. The mention of a recipient’s name or company draws immediate attention because it strikes the “hey, how do you know me” emotional chord.
Examples:
? John, learn how to sculpt that beach bod while it snows
? Commercial real estate is about to change forever
? Why do cold showers help men over 40 live longer?
Add Efficiency to your Subject Line
By utilizing MioDatos’ channel marketing automated platform your subject lines will never be more productive. MioDatos allows you seamlessly create email, segment your audience and measure your results—so will know which subject lines work, and those don’t work.
Make your emails powerfully efficient with MioDatos’ 60-day free trial.
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