The first point of failure (assuming you got past the dreaded spam filters and into your readers inbox) in getting your emails opened and read is the subject line.
Sure, the From part is important, but even if I don’t know who a sender is, I’ll open up that email if the subject is compelling to me.
Compelling: evoking interest or attention in a powerfully irresistible way.
Enthralling. captivating. gripping. riveting. spellbinding. mesmerizing. absorbing. irresistible.
Well, you get the idea.
So, how do you write something compelling in say 30 characters or so?
It isn’t always easy.
I’ll outline three ways here that I know of.
Write to One Person
The first thing you need to know is who you’re writing to.
Ideally you have a customer avatar – someone you imagine you’re writing to.
The person you created your product for.
Could be your Aunt Susie, your mom, your big brother. Doesn’t matter.
Just remember that this is the person you’re writing to.
Knowing them as you do, you’ll know what their dreams, fears and hopes are.
What keeps them awake at night.
Let’s say they’ve been packing around an extra 20 pounds or so for several years now.
Or maybe it’s 40 pounds.
Every time they try a new diet, they’ll lose a bunch of weight and be all gung-ho for the first month or two.
But then the going gets tough, the monotony or temptation wears them down, and the next thing you know all the lost weight is back on and maybe a few pounds more.
The diet was unsustainable over the long haul.
You might try something like:
“Lose 20 pounds in 30 days without trying…’’
“Effort-free weight loss”
“Lose weight while you eat…”
Something that appeals to Aunt Susie’s desire to lose weight without a lot of hard work and sacrifice to keep it off.
Who doesn’t want that, right?
Write About Someone Famous or Something Current
The second way you can tweak your subject lines to get emails opened is by using something current.
Could be a piece of gossip about a celebrity.
Or a current affair of some kind.
For example, you may be watching Serena Williams dominate in US Open tennis.
If you happen to have a segment of your list that likes or plays tennis, you could try the following:
“Dominate your tennis game like Serena Williams…”
“Read this to see Serena show you how it’s done…”
“Seven secrets to Serena’s tennis game…”
I’m just throwing these out off the top of my head, but you know what I mean.
Use a Personalized Subject Line
The third thing you can do to an email subject line that will increase the odds of it being opened is to personalize it.
If you can put your readers name in the subject line, chances are they will open it.
We’re almost hard wired to respond to our name – it’s science.
Or maybe both.
Your email program can insert the first name of your reader in the subject line so it says something like:
“Chris, we’re having a blowout sale”
“Chris, open this now and save big today”
“Chris, get the inside scoop on BIG savings…”
Most people like to see their name and adding a first name in the subject line can increase email open rates.
So there you have it, three things you can do with subject lines to bump open rates and get your emails read.
Write to someone you know offering something THEY value.
Reference a current affair or celebrity.
Personalize the subject line with your readers first name.
Getting your emails read leads to getting that click and getting other positive responses from your readers.
I hope you find this information useful.
Please leave me any questions or comments in the space below.
If there’s anything specific you’d like me to write about, let me know in the comment box below.