Why oh why are most of my email campaigns ending up in the spam folder? This is ruining my career, job and life! I collected so many email addresses but am not capitalizing on them! Why?
If you find yourself asking this very often, you are not alone. Writing the best email subject line is not the easiest thing to do and you can’t really guarantee that every email will be open. However, there is a right and wrong way to approach this. You can develop better email subject lines that immediately catch a reader’s attention. What are good email subject line techniques to follow you may ask? Well, you definitely do not want to do any of the following common mistakes many marketers find themselves doing:
If you are doing any of these mistakes, you need to stop now! These seem oh so very obvious but believe it or not, many marketers are making these very obvious mistakes. The primary objective here is to get potential customers to open your email. You will not achieve this if your subject line sounds like its going to give their computer a virus. People don’t want to waste their time opening emails that sound untrustworthy. Therefore, you need a strategic approach in the way you write your emails and their subject titles.
How Exactly do I write an enticing subject line then?
So how do you write the perfect subject line you may ask? Well you definitely have to avoid the above mentioned mistakes. However, it takes more than just avoiding those mistakes in particular. You also have to create a sense of need. You have to create the will for the reader to open the email. Now the body of the email itself is yet another monster within itself that will not be discussed in this article since we can go on forever about that in particular. Our primarily goal is for our reader to open our email. So how do you create a need or want to open that email campaign?
Write a Subject Line using Pain Points
One way is to pinpoint what is referred to as Pain Points. Pain points are those areas that you as the marketer know that your readers suffer in. A few examples of pain point subject lines would be:
- “Learn how to power read and stop wasting so much time reading long books”
- “Having trouble concentrating on your work with many distractions around? This strategy may help you focus better”
- “Be more productive in non-productive activities. Always grow even while having fun”
As you can see, these 3 subject lines each attack a pain point that certain type of people experience. Depending on what you plan to market of course, these will vary in what they target. The examples above target procrastinators who know they are procrastinators and are desperately trying to find ways to make best use of their time. This would be perfect if you had some sort of e-book on procrastination or some sort of guide for that specific market. This strategy works for any field. It just depends in what line of work and industry you are in but you can find ways to target pain points in any type of sector. Everyone has their weaknesses and areas they wish to improve on, so if you choose to go this route, find those weak points and find subject lines that you think tailor this.
Using Humor is always a good way to go!
Yes indeed! Humor! Quite simply, you just can’t hate fun. Whatever the situation may be you just can’t hate fun. It doesn’t even have to be about email marketing. It can be a music video you watch on YouTube. For example, if you see a music video from an upcoming artist you have never heard of. If you are a musician as myself, you are more on the criticism side of things and are very critical of the artist you are watching. If the video seems “try-hard” you automatically don’t like it or just ask yourself “Who does this so and so think they are?”. However, if the video is funny or just about having fun, it is seen in a different perspective. I automatically just cannot hate it when a new artist makes a funny video because they are not trying to seem larger than life when I don’t even know who they are.
The same idea goes for email marketing. The “try-hard” effect may occur if you are emailing people that have never heard of you. Why should they respect who you are? Why should they respect your business or line of work? Especially if you are using those big spammy words claiming that you will help them make a million dollars in a week. Yeah right! What a waste of time that is. I wouldn’t open that email at all. However, throw in some humor in your subject line and the effect is different. Its enticing and if it is particularly funny to you, you may want to open and learn more. This is the ultimate goal after all. Get those readers to open those emails! Examples of humor based subject lines include the following:
- “Your butt will look amazing in these workout sweats”
- “I don’t need no marketing advice (said the CEO of Blind leading the Blind, Inc.)”
- “What you wearing? Bet it ain’t as good as these Jeans”.
These examples all are humorous and yet delivering a marketing strategy. The humor behind them works as an ice-breaker versus saying something like “You need to buy these Jeans NOW!!”. That just sounds way too aggressive and will guarantee you less open emails. No one likes to be pushed around and made to make decisions they are not ready to make out of the blue. By adding humor to your subject line, you are creating a sense of entertainment. Entertainment is always good and works very well when using it to mask a sales strategy. People will see the humor before they see the cold-email approach behind it.
The Power of Numbers!
Numbers are always appealing. Especially when used in those comfortable digits such as “Top 5” or “Best out of 10”. Always keep in mind that you must avoid spam sounding approaches and still create that need or will to open your email. Making the reader feel like they are going to miss out on something great is a good approach when using numbers. Such as:
- “Why 1 out 10 lucky readers will open this and benefit from this opportunity”
- “100% of marketers should do this yet only 10% do it”
- “Use this 10 minute strategy daily and you will add 100 years of value to your career”
By using those easily read numbers like 5, 10, 50 or 100 for instance, you automatically captivate your reader. Those are comfortable numbers that most people like to see instead of like 17 or 22 or something off like that. You will at least guarantee that they will read the subject line. The comfort behind numbers also works as an icebreaker and you can also guarantee more readers to open emails with numbers in the subject line.
Other sources for learning great email subject line strategies:
Oliver Durrer has some great info below on his Twitter account. The best strategy is to learn from others. Acquire other’s opinions of what works and what doesn’t.
— Oliver Durrer (@OliverDurrer) September 30, 2016
There are many more details to keep in mind when it comes to writing proper subject lines such as:
- Including your brand in the subject and from line
- Being Concise and not too lengthy
- Being honest and direct
More on these points are explained in this video below:
More tips on this subject can also be found on these great sites:
- 17 Marketing Strategies for Email Subject Lines
- Best Practices for Email Subject Lines by Mail-chimp
- The 12 Do’s and Don’ts of Email Subject Lines
Find more Articles like these at: www.emailmarketingskills.com
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