Is a Subject Line Really That Important?

The answer is a resounding YES!

The subject line of your emails has one purpose and one purpose only…

…to entice your client to open your email!

If it’s interesting enough, then everyone you mail will be exposed to your amazing message.

If you leave it flat and boring, then no one will ever know how you could have helped them.

The first step then is to ensure your subject lines are seductive and interesting!

This takes testing and practice – but I’ll shorten the learning curve for you with a few suggestions.

When it comes to subject lines, there are only a few types of subject lines Justin and I recommend…

1) Enrolling Questions

Trying asking a question in your subject line that you know your reader will respond to.

Example: “Do You Want to PACK Your Next Workshop With Ease?”
Example: “Do you make these Email Marketing mistakes?”

2) Incomplete Sentences:

Try a subject line that leaves something unfinished…

Example: “Are You Ready To…”

This subject line is mysterious and your client’s brain will want to find out how the sentence finishes – so they’ll open the email to see.

3) Curious Statement

Try making a statement that stirs curiosity.

Example: “Callan is all jacked up…”

4) Numbered Sequence Subject lines

If someone has asked for information from me, like the “11 part Email Marketing Mistake” Series, I make sure the subject line is exactly the same for each email in the series.

The only thing that changes is the number

Example: “Email Marketing Mistake #11
Example: “Email Marketing Mistake #10

Your client’s brain will say, “I asked for this,” which means your email is far more likely to get opened.

Here are a few subject line templates I’ve seen work:

“About Your ______”

Example: About Your ‘Registration’ for Magnetize Your Audience

If your client has just invested money on this valuable program then they are very likely to be very interested in the content of this email, right? Of course.

“Get Your _____ Questions Answered”

Example: Get Your ‘Email Marketing Questions’ Answered

A great time to use this template is when you’re promoting a teleclass or other type of interactive Education Based Marketing Service—like a webinar or live seminar.

“10 Tips All _______ Need to Know”

Example: 10 Tips all ‘Workshop Leaders’ Need to Know

You can change ‘10’ to any other number, and ‘workshop leaders’ to any other title.

The key is to know your clients well. Do they think of themselves as Workshop leaders, Newlyweds, Golfers, Women Over 40, Entrepreneurs, etc.? How do they refer to themselves? What ever they call themselves, is how you should refer to them in the subject line.

“How to ________”

Example: How to Attract Massive Amounts of New Clients…

To use this template effectively you need to know what Specific Problem your clients are faced with. And then use this template when you’re offering a solution to that problem. Include a few useful tips in the email and a link to a webpage where your clients can learn more.

“Do you make these _____ mistakes?”

Example: Do you make these 11 Email Marketing mistakes?

Sometimes you know your client better than they do. They might be unconsciously doing something every day which will cause them tremendous pain in the future. They might even think it’s a smart thing to do…

By providing a solution, you become more than a hero, you become a ‘Trusted Advisor’ that they will happily spend their money with for years and years and years… all because they opened that 1 email. That’s the difference your subject line can make.

FINAL IMPORTANT NOTE:

One of the BIGGEST MISTAKES I see people make in their subject lines is trying to sneak in a little company branding.

Resist this urge! Any reference in the subject line to your company name, ezine title or business branding will turn folks off immediately.

Keep your titles conversational, interesting, intriguing and enjoy soaring open rates, avalanches of new sign ups, and loads of new income for your business!

Comments

  1. Great article Callan. I’m doing research on the subject lines of emails. Keep up the good work. Robert Brealey

    http://www.anyonecanprofit.com

    .

    Robert Brealey on September 26th, 2009 at 5:36 am

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