The Prime Real Estate of Email Marketing
WRITING SUBJECT LINES & EMAIL INTROS THAT GET OPENS...
The subject line and email intro are the two most important pieces of copy you need to write for your emails. I like to call them the "Prime Real Estate" of email marketing.
The subject line will make the difference between people getting value out of the content inside or the email ending up the virtual home black hole.
If the subject line catches their eye they'll probably check out the intro (which previews before they open) and if the intro is interesting or intriguing enough you'll get your open.
6 TIPS FOR WRITING SUBJECT LINES...
1) TAKE A LOOK AT YOUR PREVIOUS SUBJECT LINES
Previous subject lines can give you an insight into what your audience responds to. Using this insight you can create similar subject lines or reuse some later on. Below are some of my previous subject lines that got a great open rate.
2) MAKE PEOPLE CURIOUS
Subject lines that create curiosity are great for getting subscribers to open.
- 5 Common Marketing Mistakes That People Are Making...
- These 3 Things Will Change How You Plan
- I can't believe this happened to me...
- And then it happened....
- How to Create Better Content
All of these subject lines would have the reader wanting to know more. Humans are hard wired to want to learn and are curious.
So now try writing your own headlines that peak curiosity and if you have a second share in the Facebook comments at the bottom of this page.
I would love to see what you come up with!
WANT MORE HELP WRITING SUBJECT LINES & INTROS THAT GET OPENS?
3) STATE EXACTLY WHAT IT IS
Subject lines that tell exactly what's inside are also great for getting opens if you are sending content you know your reader is interested in.
For example when they sign up for a FREE training
- [Workshop Details] 5 Days to Better Weight Loss
Or when they opt-in for one of your leadmagnets
- [YOUR GUIDE] 10 Quick Meals you Can Make in 30 Mins
4) MAKE SURE YOU KNOW WHO YOU'RE TALKING TO
Segmenting your audience is key to also being able to create subject lines that get opens. If you're sending your subscribers content that they're not interested in, then it's not going to get opened.
Example if you teach online marketing and the areas you teach on are Facebook, Instagram and Pinterest, Make sure you have your audience segmented based on if they want to know all of it or if they're just interested in specific topics.
5) SPLIT TEST IT
Split testing is a great way to increase your open rates for your subject lines.
Create two subject lines for the same email and set up a split test in your email provider.
It will send the email out to a portion of your list to begin with. The subject line that got the best open rates will then be sent out to the rest of your list after a certain time period.
6) KEEP YOUR SUBJECT LINE SHORT FOR MOBILE
When creating subject lines keep in mind that if they're too long on mobile they might get cut off.
If they the subject line gets cut off it might decrease your open rates because it won't have the same effect as if they read the whole subject line.
On the other hand you could argue it's a way to create curiosity again.
This may be something you want to test out with your audience.
The example below shows a subject line that was cut off on mobile.
3 TIPS FOR WRITING YOUR EMAIL INTRO...
People tend to focus on the subject line and forget that your first two sentences preview for people to see on most devices.
It's important to make sure those two sentences make the reader want to know more.
So if you're starting your emails with "Hey First Name. How are you?" you may be decreasing your open rates unless your subscriber really knows you.
Take a look at some email intro previews below.
Which of the above previews make you want to open to learn more?
1) TELL A STORY
Start your email by telling a story.
Stories besides making you relatable, peak the readers interest and make them want to read more to find out what happened.
- Yesterday, I was walking down the snow covered street and out of no where this guy jumped out screaming...
- During my sold out training yesterday, the tech gods were not on my side...
2) ASK A QUESTION
If you know your ideal customer really well,you could also start your email by asking your reader a question to draw them in.
- Are you having problems getting people to open your emails?
- Does your dog refuse to stay with you when you let him off leash?
3) SEND YOURSELF A TEST EMAIL
If your email provider has this feature. Before you send it to anybody, send yourself a test email of the email you're sending to your list.
Look at it on desktop and mobile.
Does the subject line and intro look ok together?
Does it make you want to open it?
Time to take action. Write your next email intro in the comments below for feedback!