By Alan Graner
When you send an email to a prospect or customer, chances are it’s one of hundreds they get every day.
If they’re like you, they’ll skim the subject lines and open only those emails they deem important or relevant to their business.
The rest are trashed without reading.
That, my friend, is the power (or lack of power), of subject lines.
Think of them as an opening to a sales pitch or a headline in an ad. Your subject line has only one purpose: Captivate your readers’ interest so they’ll feel compelled to open your message.
Here are some tips to accomplish this.
- Make an irresistible offer.
- Make a limited time offer to create a sense of urgency.
- Offer information that will help them become more successful, productive or efficient.
- Make your subject timely or newsworthy (“What you need to know about new industry regulations”).
- Ask a question (“When was the last time you saw a spike in your ROI?”).
- Avoid hype.
- Keep it short (long subject lines are often cut off).
- Use hard-hitting action verbs.
- Be provocative (“Why you can’t manage Millennials”).
- Use a number (“5 laws every marketer must know”).
- Be exclusive (make them feel like an insider).
- Arouse powerful emotions like fear. greed, desire, etc.
- Make it personal.
- Offer a unique value proposition.
- Avoid spam triggers like “free,” “subscribe” and “sale.”
- Avoid clickbait—headlines that shock readers into opening their email (“What your VP won’t tell you”).
- Educate your readers (How to….).
Remember: nothing happens until your target reads your message.
What would you add to the list?
Image: Jason Rogers via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.