Do you know how many emails are living in your inbox at this very moment?
A few weeks ago we asked the CEO of a large corporation this same question and he couldn’t even begin to guess. As business owners and executives we’re inundated with emails and constantly fighting to manage our inboxes with grace.
Yet, as marketers, we appreciate the need to promote, sell and market by email. Despite the usefulness of this communication tool, saturation makes it tough to break through the clutter when you’re integrating email into the marketing mix.
So what can you do to make sure your emails are seen and read? Focus on writing a compelling subject line. Yes, your subject line matters. Think of it as an opportunity to promote your email– it’s your one and only chance to intrigue your readers enough that it entices them to click.
Here are five ways you can make your email subject lines work for you:
1. Top 10s – People love lists–simple, digestible bits of information that are of value to their lives. Whether it’s “Top 10 Seafood Restaurants in Maryland” or “4 Tips for Increasing Client Engagement,” the list structure is attractive to readers. Case in point: look at the title of this blog post–you read it, didn’t you?
2. Make ‘em laugh – Never underestimate the power of laughter. In the midst of busy schedules and overcrowded inboxes, an email subject line that can elicit a smile or chuckle is likely to get opened. Now you may be thinking “we’re a traditional B2B firm–is it appropriate for us to take the funny route?” Humor may be even more successful coming from a B2B company because it’s so unexpected. Just make sure the humor is appropriate, inoffensive and true to your brand. In short, no matter what type of company you are, if you’re looking to spice up your email marketing, try having fun with your subject lines.
3. Highlight a giveaway – Offering the chance to win something is a surefire way to get people interested in your email. People love giveaways and contests and the chance to get something exclusive. If you’ve got a good promotion running, highlight it in your subject line.
4. Be conversational – If we learned anything from Barack Obama’s presidential campaign, it was how to effectively craft a relatable subject line. His conversational tone felt like emails you’d receive from a friend or family member with subject lines such as “Meet me for dinner?” or “Wow.” Remember that when people communicate with a company, they want to feel like they’re talking to another person–not a corporate machine. So insert your brand’s personality into your email subject lines and you’re sure to create intrigue.
5. Keep it brief – Think about when you’re scrolling through your email account–you’re just scanning, looking for clients’ emails, breaking news, topics of interest, etc. Everything else can be ignored. More often than not, it’s the short and sweet subject lines that are going to catch a reader’s eye. We recommend sticking to 45 characters or less.
Having trouble with your email marketing? Contact us at firstname.lastname@example.org for a free consultation.