This past week I received an email from a reporter of an online communications newspaper.
This particular site had published some of my articles before, but only emailed once, so a personal email was a bit unusual.
Anyway, this individual expressed that he was writing an article for the site and wanted to get my input on it.
It was an article on emails, specifically subject lines.
Among his questions was one that I wanted to share with you…
The question was, “What are some examples of good subject lines”
This is an interesting question as the answer can be as simple or as complex as space and time allows.
Space because it was an email and time because, well, the answer could take a while.
So as I sat trying to think of how I was going to answer this, I took the next logical step…
I went into my autoresponder and starting scanning my sent messages.
I don’t always use HTML messages, so the open rates are not a good indicator of real open rates.
But I could see that there were some messages that had a clearly higher open rate as compared to others.
And every one of those messages had one word in common…
And that word is …YOU
That made my answer very easy – I gave him some examples of some stellar subject lines and they all had the word “you” in them.
“Content can make you famous”
“What’s missing in your email marketing”
“This post was written with you in mind”
These subject lines and his question, lead into one of the most tried and true sales methods EVER –
And that is the advertising concept of A-I-D-A.
A – Attention
I – Interest
A – Action
The first letter is the letter of focus for this message.
ATTENTION is the true test of any marketing message.
Particularly in the case of subject lines.
A subject line has but one function – to elicit a click-to-open from your email list.
That is the absolutely only function of a subject line.
And in order to elicit that desired click, a few things must happen…
It must attract attention and it must show your readers WIIFM (what’s in it for me).
The word “you” is attention grabbing in the right context.
“You won’t believe the news on subject lines” is attention grabbing, but it’s not the least bit WIIFM focused.
“Your subject lines can make you famous” – it’s all about the reader (WIIFM) and who wouldn’t want to be famous for a subject line?
1) A subject line has but one function – to elicit a click-to-open in your emails. Therefore, it must attract ATTENTION.
2) Try using the word “you” in one of your subject lines, but use it in describing a benefit for them.
3) WIIFM- Definition: the notion that people are looking for how your subject relates to them.
4) Free stuff, celebrity endorsements and testimonials are awesome value-added benefits.
Ever Wonder Why Some Subject Lines Get High Open Rates and Others Flop?
How to Create Subject Lines that Entice Your Readers to CLICK! answers those questions and more... and it's FREE for all my blog readers!
- Find out if the word "free" is really effective any more
- What are the "secret symbols" to generate a response
- See a list of industry specific trigger words for subject lines
- Why a subject line with a high open may not be "the winner"
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