What made you open that email?
when the subject line intrigues or hits home with a benefit - it's more likely to get opened
This ^above^ is the inbox for one of my gmail addresses.
There were initially 269 emails. I read and deleted those I wasn’t interested in keeping or responding to. Now I’m down to the last 143 emails that still need to be opened or ignored.
I’m saving them for a later date. Likely tomorrow. Because they’re not important to me … right now.
BUT…
they hold information I want to know and I do plan to read them. Just not now. Because I know they aren’t from prospects nor do they require a response from me.
But wait - why these emails? Why not ALL the emails that aren’t from prospects?
Two reasons:
some are newsletters I’ve signed up to receive to study structure and copy (subject lines)
some are from memberships I belong to (sender name)
None are vital to my business or my life. They are interesting, though. So I decided I want to read them - later.
How do you approach your inbox? Which emails do you open first - next - last?
If you're like me...you first scan to see if you recognize the sender.
Maybe look for an important Reply from a customer or colleague or team member...
Maybe look for the newsletter that always makes you smile or offers a great tip.
After opening and reading the 'priority' emails...it's time to scan subject lines.
Most are boring and read like this - Blah Blah Blah. Am I right?
Then there is the one that stands out and begs you to open it.
That's the one I want you to look at now.
Why did it stand out?
Why did you feel like you had to open it?
Subject lines can be tough to write. Especially when you really want someone to open the email you wrote!
Personally I like using a question that indicates what's inside...
like I did with this email. If I could get away with it, I’d use it for every email. But it won’t work. People will quickly tire of seeing only question subject lines from me and will stop opening my emails. The same holds true for my clients.
It takes work to come up with a phrase that not only hints at what the reader can expect inside - it also stands out in their inbox.
There are a lot of different ways to approach writing a subject line. Let me share how I recently same up with new subject lines for a project.
Currently I’m working with a client who is doing lead generation for wellness clinics. Right now, the “lead magnet” is a Red Light Therapy session at a greatly reduced price. The sales page is focused on the weight loss benefits of Red Light Therapy.
To date, I’ve written 12 emails for this client. 4 were to re-engage with those who showed interest. 8 were to continue the ‘conversation’ after that last re-engagement email is sent. I’m the fourth copywriter he has hired. My initial 4 emails brought in more new customers than the previous 3 copywriters’. And right now my emails are continuing to bring his clients new customers.
The first 4 emails were focused on the weight loss benefit. Then we had to come up with a new angle … and still tie it to weight loss. Anti-aging is what we landed on.
I wrote the emails then I wrote the subject lines. Then I played with the subject lines to mix them up. Curiosity-Based and Benefit-Based are proven winners with cold traffic follow-up. Here are a few I came up with:
Curiosity-Based Subject Lines:
Ever wondered how astronauts keep their skin flawless in space? We have the secret!
Unveiling the revolutionary light that heals your skin!
Ready to defy age with a light from the cosmos? Let us show you how.
The future of skincare is here - and it's not what you expect!
Guess what NASA astronauts use for flawless skin? We've got it!
Discover the skincare secret that's literally out of this world.
What's red, heals skin, and was discovered by NASA? We have the answer!
Ever heard of light therapy that takes years off your skin? Click to find out!
Do you know the light that makes wrinkles disappear? Discover the secret!
A light that turns back the clock on your skin - intrigued?
Benefit-Based Subject Lines:
Experience the rejuvenating power of Red Light Therapy today!
Say goodbye to wrinkles with the future of skincare.
Get younger-looking skin effortlessly with Red Light Therapy.
Revolutionize your skincare routine with Red Light Therapy.
Defy your age with the miraculous Red Light Therapy.
Uncover radiant skin and reduced inflammation with Red Light Therapy.
Boost collagen production and reclaim youthful skin with Red Light Therapy.
Experience the deep healing power of Red Light Therapy.
Take control of your age with Red Light Therapy. Here's how!
Rediscover the joy of youthful skin with the power of red light.
Are these good subject lines? I haven’t tested them all and I won’t. I did take quite a few of them and tweak them a bit. Those that were used, this time, were a combination of sensational and a bit more low key.
The market decides what works. And so far the market has said that a few of these are intriguing enough to get them to open the email. I know because the Call to Action I used got them to click the link, make the appointment, and show up to pay for their session.
What this means is that when I write the next series of emails, I will take into account what worked and try to do it again. With a different angle that ties to weight loss.
In the meantime, here are 9 subject line template examples you might find helpful:
[Something bad happened]—now what? Example: Your product launch bombed – now what?
[Option 1 or Option 2] – which is better? Example: Micro Greens or Berry Smoothie – which is better?
Last chance: [get some benefit/discount/etc]! Example: Last chance to get 75% off!
[This thing] disappears in 24 hours… Example: This $50 off coupon code disappears in 24 hours…
[Buy something now] and save [$X amount]… Example: Buy Email Writing Masterclass now save $25…
How to [get a benefit] on a shoestring budget… Example: How to start a business on a shoestring budget…
How absolutely anyone can [Get a Benefit]… Example: How absolutely anyone can write an amazing novel…
[Number] weird ways to [Get a Benefit]… Example: 3 weird ways to get rid of belly fat…
How to [Get a Benefit], fast… Example: How to get rid of aphids, fast…
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First - write your email copy. That's where you work on a concise and clear message.
Second - summarize the email copy in one sentence.
Third - decide which template works with that summary. None of them? Play with it!
Fourth - rewrite that sentence in the format you chose...and BOOM! You have a great subject line.
Don't be afraid to play. Have fun with it. Infuse it with your personality.
Because if it flops, you can send the same email with a different subject line. That’s the joy of email marketing - you get a second chance.
That's it for now. I wonder what I can come up with for the next email - hmmm...feel free to suggest something in the comments!
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Want me to write your emails for you? Reply to this email and tell me you want to discuss working together.
Looking forward to hearing from you!
Charlene Burke
Let's Connect
“Satisfaction of one's curiosity is one of the greatest sources of happiness in life.” ~ Linus Pauling
PS Want personal attention and guidance to your specific copy challenge? I offer 1:1 email related consulting.
We can begin with 1 hour that gets your immediate questions answered >>> Talk With Charlene About Email Success