A major hurdle of email marketing is getting your audience to actually open and read the email. If you never make it beyond the reader’s inbox, what’s the point of investing time and resources to compose and send messages? The same applies to content on your website. How do you motivate a potential customer to click on the link, then look at your website beyond the page title? The key lies in crafting attention-grabbing headlines and subject lines that keep them engaged. Here are some tips to consider when writing your next subject line:
- Use FOMO to your advantage. Studies have shown people are more sensitive to loss than gain, so FOMO (Fear Of Missing Out), or the perception that they are losing something, will have a greater impact than simply trying to sell them the product or service. A headline with a sense of urgency and an action item will go a long way. When using this strategy, make sure you include a deadline and call to action.
- Stay on topic. People who sign up for your email list or browse your website are interested in your core area of business. Don’t include information in your website, newsletters, email campaigns, etc. that isn’t relevant to your target audience. Always make sure the information you share is appropriate and engaging.
- Personalize your emails as much as possible. Many platforms allow you to include your recipient’s name in the subject line or body of the email, which makes them feel it’s a customized message. If that is not possible, speak directly to your audience by including words like “you” and make the sender someone from your company instead of just your company’s name. Building and maintaining connection is key, and personalization can play a significant role in creating that connection.
You may not become a master email-writer overnight – don’t get discouraged, these techniques take practice. Feel free to experiment and check to see which types of phrases garner the best engagement from your readers. If you need help crafting copy that grabs your audience and gets them reading, don’t hesitate to contact us.