In a previous post we discussed the first five tips for crafting more effective subject lines. Here are the final five tips on how you can create the best first impression possible - through stronger, better, and more effective subject lines.
#6. Include Your Company Branding
Most email clients show the sender’s name and company information in the recipient’s email inbox, so remember that your company name and branding is important to your audience. Be sure to include brand references in the subject line, such as your company name, products, or services. This helps create instant recognition and eliminate confusion that can lead to unopened emails.
#7. Communicate the Benefit of Your Message, Not Product Features
World-renowned marketing consultant Zig Ziglar is famous for saying “No one ever wants a ¼ - inch drill bit. What they want is a ¼-inch hole.” What he meant was, lead with the benefit your product delivers instead of the product itself. Understand your audience’s pain and communicate the benefit or solution you can deliver. The first step is to let them know you understand their challenge and that you have the solution.
#8. Tease a Little
Effective marketers know how to use curiosity to their advantage. Consider a teaser approach like “You’ve never seen a catalog like this” to pique their interest. Another good approach is to use an ellipsis to trail off and create a mini-cliffhanger. “Just when you thought you knew it all…” Irresistible.
#9. Use Numbers
Consider it the David Letterman effect. Top-ten lists and other bite-sized chunks of practical content attract readers looking to get quick tips or recommendations. You can also use statistics and research in the subject line to quickly catch and hold attention. Finally when you use them, let the number stand instead of spelling them out. Forget what the Chicago Manual of Style tells you – space is at a premium and you need instant recognition to get your message across. Use every tool at your disposal.
#10. Frontload Content
Journalists use a tool called the inverted pyramid to convey the most important information at the beginning of a story. That way, if a reader leaves after just the lead, they still get all the critical details. Subject lines are no different. Consider bringing the most important details – such as the offer, incentive, or other call to action into the subject line as opposed to the body of the email where it may never be read.
As a final word of advice, you should think of these tools as arrows in your e-mail marketing quiver, best fired one at a time and carefully, at that. You should always test (and test again and again!) to learn what approach works best and why. But with careful planning and proper execution, changing your subject line approach can lead to better open rates and better results for your next email campaign.
I hope these tips will help you get on your way to drafting better targeted subject lines.
Have any of these tactics proved to be an effective strategy for you? Be sure to share!
Lilia Arsenault, e-Dialog