10 Ways To Get Your Emails Opened
(By Gil Gerretsen) Most email and newsletter subject lines I see are a disaster. Including some of my own now and then.
We hurry through the process and then wonder why they fell flat.
It's understandable. We are all flooded by work emails, personal emails, newsletters, and certainly tons of junk emails. But the subject line is where we all scan our incoming messages to decide what will get further attention and what gets ignored or deleted.
So, learn to focus on your subject lines. It can make or break you.
The subject line is the headline for the content and a considered crafting increases the likelihood that your email or newsletter will get opened. Secondly, it also impacts your deliverability. You don't want to be tossed into the spam folder because you included spammy words or clickbait in your subject line. Third, this is where you set the tone and give the recipient a reason to open your email or newsletter. Thinking about your subject line from the recipient's point of view is crucial to successful engagement.
Since I have seen so many people struggle with crafting good subject lines, I thought I'd share some basic methods and guidelines that you can experiment with.
10 Methods
Method 1 - Pique their curiosity
Instead of sharing your expertise, share this.
Here's one thing you can do because your competitors aren't.
I was right, but neglected to tell you earlier.
Method 2 - A desired outcome
10 ways to get your emails opened.
How a bald-headed barber saved my hair.
5 things to check when your business is struggling.
Method 3 - Ask a question
Are you still coming to lunch on Friday?
Did you know there's a mistake on your website?
Did you see the note from Mary about setting us up for coffee?
Method 4 - Plain talk
Here's how to get rid of pimples fast.
Would you believe it? I have a cold.
Is this a job you might be interested in?
Method 5 - Pending deadline
Uh oh, your default credit card is expiring.
To get your lower insurance rate, you need to act by Friday.
The deal you asked about expires at midnight.
Method 6 - Sharing a resources (i.e., how to guide)
How to get better seats on your next flight.
How to connect with journalists for better publicity.
How to sell your business to your employees.
Method 7 - Adding humor
How to build a silver spoon without swallowing it.
Ever wonder what ghosts do for breakfast?
Are you truly smart or just a smart ass?
Method 8 - Empathetic statement
Why I can't eat one more kale chip and you don't have to either.
Sorry, I don't know what's next.
I still haven't found a good accountant.
Method 9 - Personalized
I'm saving you a seat at the concert.
You don't know me yet, but our mutual friend Bob said to reach out.
This company wants to hire you, but I wanted to check with you first.
Method 10 - Seasonality
Here's what we will have available on Black Friday.
Here's a book you might want to read over the holidays.
Five affordable Christmas gifts that make every woman happy.
Guidelines
The methods demonstrated above are good starting points, but there are some important guidelines to consider.
Guideline 1 - The recipient
Who will be receiving your email or newsletter? It might make a huge difference in what you say and how you say it. Try to think like them. What challenges are they dealing with and which words might they use to describe it?
Guideline 2 - Desired action
What do you want them to do? This defines how you start your message and navigate the content.
Guideline 3 - Never more than one topic
Let each email and action expectation stand on its own. If you have multiple matters to draw to their attention, send a separate message. Comingling issues tends to result in none of them getting done.
Guideline 4 - Brevity
Keep it crisp. People don't read in detail. They scan. So keep your content scannable. Short paragraphs. Short sentences. Say no more than you must. Don't write a manifesto. Write a note instead.
Guideline 5 - Consistency
Whichever of the above methods you use, use the same approach in your message. Don't hit them with a deadline and then try to be funny. It confuses people.
Guideline 6 - Personalize it
This is more than just including their name in the salutation. Go the extra mile. Address their relevant interests, profession, location, etc. to demonstrate they truly matter.
Guideline 7 - Power words
Some words are better than others. They deliver more impact. Use a thesaurus if you need some creative assistance. Use everyday words. People stumble over seldom used words. Use positive words and images.
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