Consider this hypothetical scenario. You spend a great deal of your time on an e-mail body. You run it through spell-check, you personally proof-read it …twice, and when everything looks alright, you proceed to hit “Send”. The e-mail goes out to your list as part of your marketing campaign as planned, and the next day it ends up in half of your list’s trash bin.
Why is that? What went wrong?
Well, that scenario can be as real as you are reading this article right now, and chances are because you had a lousy title to begin with. If your title sounds too spammy, or simply too boring, or it’s too obvious you’re trying to sell something, they will assume that the content that comes with it, will be as spammy, boring or too promotional as the title itself.
Even if you had written a killer content, your title can sabotage the whole thing. Your title can be the reason the e-mail is never opened and is instead mark for spam or simply send straight to the trash bin for deletion.
Can you see the importance of an e-mail subject or title now?
Think of you title as something that “convinces” readers to open the e-mail. If it doesn’t convince them enough to open it, then that’s the end of that.
While I do not claim to hold the key to designing the world’s greatest e-mail title lines, I am here however to tell you that there are great practices which you can use to create BETTER e-mail titles which can definitely make a world of a difference.
Everyone receives plenty of e-mail on a daily basis and this of course with spam taken into account as well. So chances are they are going to skim their long list of emails to look for ones which are sent by people who they are familiar with.
So to really make your e-mail stand out, add a little bit of personalization in your email. By including the recipient’s first name or details of what they signed up for when they joined your mailing list is a great way for them to stop skimming and take a second and better look at your e-mail.
They are looking for something that familiar or interesting when they are skimming, so give them something familiar to catch their attention.
Time’s About To Run Out
Employees who are working for a company on a 9-5 job are surely more than accustomed to deadlines.
Priorities are often based on their deadlines and of course priority is usually given to tasks which are expiring first, and meeting deadlines are more than a common thing in a work environment.
Therefore, when have something that indicates a deadline or time is about to be up in the e-mail title, you can be sure that they will certainly click on it to take a close look at the entire e-mail. This method is mostly playing on their fear, fear of missing out on something urgent or something that requires their immediate attention. This method in most cases will result in a guaranteed click.
So by offering something that is only available for a limited period such as a discounted offer, or a bonus, your readers are more than likely to act on it and time-sensitive offers make a great call to action.
No matter how you design your e-mail title it most certainly has to maintain a common characteristic.
This particular characteristic has to be standardized throughout all your e-mail titles. Namely, it has to be related to its content.
It should never ever be misleading. People hate being misled and deceived and doing so will only make you lose your subscribers faster than a Japanese bullet train. Being misleading is never a long-term solution to building a long-lasting relationship with your e-mail subscribers.
Another good practice is to inform what can readers gain from the e-mail content. If it’s about solving problem, then say so in the e-mail title, if it’s a how to improve, then state it.
Test And Tweak
You should never be full satisfied with the results at hand. If something inside tells you that you can do better than by all means strive for it. That is the reason for carrying out tests such as A/B testing. By performing an A/B test you can compare which headlines receive a much better response and then find out why.
By using the results from the data at hand, you can tweak your e-mail titles until finally achieving an e-e-mail open rate that internet marketer can be proud of.
Never underestimate the power of an effective headline and at the same time, do not ignore the damaging effects of a lousy one either. Coming up with great e-mail titles is more of an art form, which can take time to properly grasp. But in order to do that, you have to keep at it and know that every attempt will only make you get better at it and sooner or later, designing great e-mail titles will be easy and effortless.