Marketing

How to Write Email Subject Lines That Convert the Best

February 14, 2014

When a company utilizes the email channel to attract new business, it is important to understand the importance of email subject lines. Regardless of how impressive your offer might be, unless the prospective client opens that email, you have zero chance of closing the deal. This is why more focus should be placed on the subject line than trying to craft the perfect email. When you spend days compiling and crafting the perfect email and spend seconds on the same old over-used subject line, you run the risk of never getting your message in the hands of the decision makers in the company. Here are just a few reasons why certain subject lines convert better than others.

One thing that you should consider before focusing on the content of your subject line is that recipients are not trying to open their emails, they are focusing on eliminating them! Once they delete all the spammy emails they focus on reading the ones that they become emotionally involved with. By connecting immediately with the reader, you increase the likelihood that they will open your email. Interrupting the attention of the reader and getting them to become interested in your email can be done by creating a subject line that peaks their interest. When you can connect to an issue that the customer is experiencing and then expand on that issue, you can draw them into the email much more easier. When your email subject lines connect to an internal issue within the reader, you increase the click through rate by over 125% in most cases. The more you can connect to that need or desire and offer a solution in those few words, the better chance they will open the email.

When your email subject line imitates other marketing campaigns, your emails simply get lost in the shuffle. Your email just becomes another "me too" garbage email. When your subject line simply says that if the reader is in need of a lower interest rate they are not alone, there is a small connection to a desire to lower their rate but not enough to continue opening your email. They probably see this same message in their inbox a dozen times a day. Your message simply didn't connect on an emotional level and was in the trash before it was ever opened. Telling the reader they can own their home much sooner with free bi-weekly payments certainly is different and grabs the attention quickly. Not only does the reader connect with the aspect of owning their home sooner, you have them curious about the free bi-weekly payment option. In this scenario the reader is much more inclined to open that email and read further.

When your email subject lines can actually incorporate multiple internal needs at the same time, the open rate skyrockets. This means you simply need to identify something that connects them emotionally to your product or service, and then also try to exceed their current expectations concerning that information. By getting them emotionally involved and curious you peak their interest. Telling them that the information will outperform all their beliefs about the subject gets them to not only open the message, it gets them to continue reading through to your content or website too.

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