Mon, 19 January 2015
How many times has this happened to you? You’ve spent hours composing the perfect email to showcase your content, you’ve carefully segmented your list to a specific audience, you’ve queued it up to send at the optimal time…and a week later, your analytics reveal a dismal click-to-open rate. Ouch!
It’s frustrating and discouraging, the kind of thing that can make you second-guess everything you know about online marketing. But it could be that the only thing holding back your campaign’s potential is the email subject line.
Don’t underestimate the power of this one simple sentence. As I’ve mentioned in the past, email marketing is the most effective means of online marketing. The gateway to that email—the first thing your customers see—is your subject line.
It has to contain hints of everything your email has to offer—the specificity of your product, the authenticity of your brand, the urgency of your offer. It has to convey not only your knowledge and authority, but also your personal empathy for your audience’s needs. Tall order, right?
Fortunately, crafting an enticing subject line is not rocket science. The best subject lines can be broken down into five basic strategies, each built along a simple formula.
Strategy #1: Focus on the Benefit
⇒ Example: "See How Easily You Can Learn to Paint"
⇒ Formula: See How Easily You Can Learn to [insert topic you are going to teach]
Strategy #2: Be Specific
Here’s an example of a highly specific subject line:
⇒ Example: “What Every Accountant Ought to Know About New Tax Laws”
⇒ Formula: What Every [identify your target audience] Ought to Know About [something specific you will teach them]
Strategy #3: Get Relevant
⇒ Example: “Feeling out of control? Your Guide to Family, Food and the Holidays.” ⇒ Formula: [Bring up something--a feeling, situation or new development your customer is interested in] This [your content] can help you with [upcoming event, season or timeframe].
Strategy #4: Make It Personal
Here’s an example of using highly personal connection: ⇒ Example: “How I finally stopped skipping my workouts.” ⇒ Formula: How I [action] [something your audience wants too]
Strategy #5: Call Out a Problem
⇒ Example: “Here's How Goal-Setting Can Hurt Your Business” ⇒ Formula: Here's How [fill in the blank] Can Hurt Your [fill in the blank]
Don’t forget—you can listen to the entire podcast and get the full details on how to craft subject lines that get your emails opened! Just click here to go to iTunes and choose Episode 43.
In addition, I have even more formulas and examples outlined for you in a cheat sheet I created for this episode. You can download it for free right now by going to amyporterfield.com/43download, or you can text 43download to 38470 and I’ll send it to you right away.
Get the 10 Highly Effective, Irresistible Subject Line Formulas
There’s definitely an art to crafting irresistible email subject lines. And as with any art, practice makes perfect. Try crafting at least five subject lines each day to feel out the different approaches and find what works for you. Then pick the best one to perfect for your email that week.
Daily practice will give you the confidence to not only write your marketing emails faster, but will serve to ground you in the knowledge that you have something valuable to offer the world.