To engage the recipient’s interest in your email marketing campaign you can employ one of the following techniques: (a) state a powerful benefit – “xxxxxxx Satisfies Your Need for xxx” (b) pique curiosity – “xxxxxxxx Has Uncovered the Secrets of Success” (c) write your subject line with a news angle – “xxxxxxxx Launches xxxxxxxx For Those Who Want to xxxxxxxxxxx Fast!” (d) offer Immediate Gratification – “With xxxxxxxxxxx, you can start xxxxxxxxxx before the sun goes down tonight”
The subject line of your email must be relevant to the body of the message. If you want to annoy people and ensure they never open another email from your marketing campaign, sport371 pick an important sounding subject line – eg “Urgent – Re Your Account” for an email that has nothing to do with any account held by the recipient. People do not like to be misled or tricked and will not forgive you if they think you are trying to fool them. Using an irrelevant title to get someone to open an email is tantamount to lying to them. People will remember this behaviour and might even block all future emails from you. Words such as “: time-sensitive, only 3 days left, powerful, offer about to expire, exclusive, limited, secret” are known to attract attention but should only be used in appropriate circumstances, ie when they relate to the contents of the email.
Create an email marketing campaign subject line that doesn’t look like hype. This has to be the hardest one of all as it is subjective. What looks like hype to one person will look like a reasonable proposition to another. A perfectly genuine statement will be suspected hype to an overly cynical person. The first thing to do is to avoid anything that you personally think looks like hype. Ask yourself if it would convince you if it turned up in your mailbox or if you would immediately hit the delete button – if you can’t even convince yourself, you will be causing a similar reaction in other people. Never make over-inflated claims in the subject line, make sure you can back up any statements you make. If you can do this and still create an alluring title for your email, you will have a good chance of getting your email marketing campaign read if it gets past the filterbots.
Email Marketing Campaigns – “Shoes Slashed Whilst Lions Roared”
“Shoes Slashed Whilst Lions Roar” is my favourite email subject line of all time. I believe this is an example of a near enough perfect subject line for an email marketing campaign. It has all the elements: the words stand out from the run of the mill titles, it engages the recipient’s interest, it relates closely to the body of the message and it does not look like hype.
This subject line was used in an email marketing campaign run by a mail order company I had previously used for purchasing online. I might or might not bother to read emails from the company depending upon how busy I was. I couldn’t resist opening this email because the title intrigued me. Although it was easy to guess that the “Shoes Slashed” would relate to reduced prices on footwear, I couldn’t figure out where roaring lions would come into a clothing and footwear catalogue, so I simply had to read the email. The email carried details of special offers on footwear (as anticipated) and English Lions Rugby shirts, which were apparently a roaring success. The dramatic sounding subject line was, in fact, directly relevant to the body of the mail and nothing about it bears the tell-tale mark of hype.
Email Marketing Campaigns – Final Word About The Beginning
The first mails in your email marketing campaign are the most important so should be especially carefully crafted from the aspects of both bot-proofing and engaging human interest. If you can get the first couple of emails delivered and read, people who are interested in what you have to say will recognise your name and will want to read any further emails from you that arrive in their mailbox. It is also a good idea to suggest in the first couple of emails that the recipients should add you to their “white list” to ensure they don’t miss future important mail. All this might not make your email marketing campaigns 100% filterbot proof but it is the best mere humans can do in this particular battle.