The first thing you need to get right when it comes to email marketing is the subject line. If you can’t get your subscribers to open your emails, it really doesn’t matter how good the email content is.
It’s easy to spend a lot of time crafting a great message and then just slap a subject line on it at the end. Spend some time writing them and see what type of headline gets you good open rates.
5 + 1 = Here are five tips and a bonus tip to get you started.
5. Keep It Short
You want your readers to see the entire subject line before they click it. You also want to make it easy for people to scan through their emails. Try to get your point across in 50 characters or less. Pay attention to how your subject lines look on your own devices. Make sure that compelling word is not cut off.
4. Avoid “Spammy” Words
All Email systems use SPAM filters, most of us are pleased they do. But they are not perfect. Even if your content is providing value to your intended readership if it get’s caught by the SPAM filter, no one may ever get to read it.
The SMALL Business Marketing Kit recommends that you stay away from using any words we all associate with spam emails. Words like sale”, “discount”, “coupon”, “free”, “limited time offer” and even “reminder” are overused and even if they don’t trigger a spam filter and actually make it to your reader’s inbox, chances are high they’ll get ignored.
3. Personalize It
While personalizing emails with someone’s first name has been overused in some markets, it still works well for many of us. Give it try and see if it works for you. Don’t overdo it, but use it when you really need them to open the email.
Depending on what data you collect when your readers sign up, you can personalize other things like their location for example. Seeing the name of your city in an email subject line is sure to get your attention.
2. Pique Their Curiosity
We are all nosy and it’s hard to ignore subject lines that sound intriguing or only tell part of the story. Using “…” at the end of your subject line will also work.
The idea here is simple. You want them to click and open the email to find out you’re talking about or how the email will help them. play with the concept of FOMO = Fear of Missing Out!
1. The SMALL Business Marketing Kit TOP TIP for crafting compelling subject lines is to keep a file of email your received that got you to open the email, chances are if it worked for you, it will work for your readers. Even if the emails are on a very different topic, you can adapt them to the topic of your email.
BONUS TIP: Test, Analyse, Repeat!
Not everything will work well in every niche. Analyse the performance of your emails and start saving them in a file or list and then go back and see what subject lines got the best open rates. Try to analyze why they worked well for your market. Find the types of subject lines that get your readers to open your emails and tweak from there.
Always Test, Analyse, Repeat!