First, let’s look at what is E-mail marketing and how it can help you sell more.
Essentially, E-mail marketing is a way to engage with a list of people who have offered you their e-mail address and open to hear from you.
E-mail marketing is trusted to be one of the cheapest and most effective tools to generate more hype towards an offer or service you wish to market.
Regulation has actually helped with this greatly, as your list recipients better trust the source – AKA, You!
The average person is swamped with dozens of E-mails every day, and one of the key factors to make the reader want to read your E-mail, is the subject line.
The subject line alone accounts for 75% chance of your email being read.
Using this type of tactic, you are giving the reader a reason why they should open the e-mail. Simply put, this would look like “5 Reasons why your should use great subject lines”
People react better when a benefit is highlighted rather than a feature.
For example, better fitting shoes is a benefit, rather than “orthopedic shoes”.
Examples of the benefit subject line are everywhere. They generally contain an implied promise,
such as: “Earn 50,000 a year during school hours”
The Question tactic is particularly useful as it forces the reader to engage, even for a short moment, to try and find the answer. In many cases, the reader already thinks they know the answer, and your headline is merely feeding their need for affirmation.
An example for a question subject line is “Would a better pillow improve your sleep?”
A well-known question tactic is to start a question with “Who else wants….”
as it creates the reality others also want it.
An example for such a question might be “Who else wants to retire early? “
Testimonials help convince buyers because they provide validation and social proof. While testimonials usually appear in the body of an E-mail, they can also be effective in the subject line. For example:
This subject line is very direct in that it specifically identifies its intended audience. As you have a database, there is a strong chance you know your potential readers interests and are able to segment this. The core reason why this works is because people like to read about themselves.
Anyone with a curiosity can be intrigued and motivated to open an email.
But using the intriguing promise subject line absolutely requires that you fulfill the reader’s expectations with information that at least partially satisfies his curiosity. The product you are offering must completely fulfill the promise.
Here are a few intriguing promise subject line templates:
Lastly, always test. You can’t know for certain which subject line will work best, so set up a test trying out 2,3 or 4 variations to the subject line, for different E-mails from the same pool. The size of the test depends greatly on the number of e-mail addresses you have. The winning sample will be the one to run with for the full campaign.
With all that said, building the copy-content takes much attention and although can be done by anyone, it should be done by someone with experience, as you only have one opportunity to impress your readers and you want to avoid Un-Subscriptions.
Which of these techniques are you currently practicing and which ones do you think you should implement?
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