Email continues to be one of the most cost effective forms of marketing around. There are two significant factors in crafting a successful sales email: the subject line and the body. Whether you create your campaigns in-house or outsource your small business marketing, paying special attention to these two parts can help generate leads, improve click through rate, and grow your business!
The Importance of the Subject Line
The purpose of the subject line is to grab attention and compel a person to open an email. As a writer, you only have about three seconds to make an impact. As the reader scans through an inundated inbox, he or she will only pick only a few to open and you want one of those to be yours.
Usually, the reader will first pick emails from familiar people, those who have established trust because they have provided value or they have some kind of connection. Then, the reader will pick emails with the most intriguing subject lines. Most others simply get deleted.
When writing subject lines, the first thing to do is to eliminate words that will trigger the email provider's spam filters. This means the email will not appear in the reader’s inbox unless the recipient has added your name/company to their contact list. Many providers (including Gmail) might still filter an email from a known contact if they have high degree of certainty it is spam.
As an example, the use of the following words might trigger the spam filter: free, buy now, cash, 50% off, click here, call now, subscribe, earn, discount, eliminate debt, double your income, you're a winner, amazing, opportunity, and credit. Some other triggers are the use of all caps, or repeated symbols like exclamation marks.
It's worth reviewing your email provider's guidelines for best practices or look online for other resources.How to Write a Great Subject Line
So what works? The subject line should run about 50 characters and be intriguing. For instance, "Six ways to get in shape in 30 minutes" is more intriguing than something bland like, "John, find out how to lose weight."; Add a sense of urgency or personalization from a targeted email list. Here are more tips to writing a great subject line.
It’s important to get the subject line done well, because simply improving the content of an email will be a waste of time if the email is never opened.How to Write Compelling Content
Naturally, the content will flow according to the topic and the need being addressed, but here are some useful techniques to consider when writing the body of your email.
1. Use a personal, rather than a corporate or impersonal, tone.
2. Use numbers as opposed to letters when describing anything quantifiable.
3. Ask questions to engage.
4. Use attention-grabbing, punchy words that express the colloquial trends of the niche market you are addressing. For instance, if you are writing about self-improvement, a phrase with words like “edge,” “techniques,” “tips,” or “tricks” will appeal to people looking for quick ways to do things better.
If you haven't tried your hand at marketing and selling via email, it's a great time to start. Invest your tax return or find other alternative financing and put it to work for you. With email's easy customer segmentation, opportunities for lead generation, and affordable features — you'll be glad you did!