You’ve done the hardest part; you’ve captured your prospect’s email address. Now it is time to send your email to them. Most webmasters are thinking about what they are going to put in the email; how they are going to persuade the recipient to empty their
wallet. This is all very well, but no matter how persuasive your sales letter is, if the email never gets opened, then it is useless. This is why the power of the subject line should never be underestimated. After the ‘from’ line in an email, the subject line is the next one that gets read. The subject line plays a huge part in whether an email gets read. Everyone is busy, especially more important people and so an email with a poor subject line is likely to be deleted. Here are a few ways to make your subject line extremely effective:
Make your subject short and sharp. This will catch the attention and interest of the reader immediately. Be sure to use very positive words which recipients will want to hear such as free, guaranteed, profits and money. However, be careful that you do not give the impression that your email is an ad because this will immediately look like your email is spam and it will be deleted immediately. Keeping your subject short is also very important for the reason that many email programs cut off long subject lines. Keep it below 40 characters to avoid your subject line being cut off.
Use your website’s brand name in the subject line. This will make your email sound important and impressive. It will also remind readers about your site and if your site made a positive impression on them when they first visited then they are likely to open your email to see what you have to say or offer.
Use the recipients name in the subject line if you have that much information about them. It makes the email sound much more personal and will catch the recipient’s eye. Everyone likes being addressed personally too; it makes us feel special and individual. Making your recipient feel like this will immediately lead him to open your email with high expectations. Don’t disappoint! Another benefit of using the recipient’s name in the subject line is that they immediately know that it is unlikely to be spam and are therefore much more likely to open your email.
Indent your subject line. ‘ Here is a guaranteed way to easily make triple your annual income in under a month!’ is a lot more effective than the same title without the asterisks. It is a lot more effective because it will stand out hugely in an inbox with other unread messages. It will look out of place because it is not in line with other messages and this will lead it to immediately catch the recipient’s eye.
Really, you have to use your imagination. Imagine that you had 20 unread messages in your inbox. Which ones would you open first, and which ones would you delete. You have to remember that your email will b.competing against many others for your prospect’s attention. Give the recipient of your email a reason to open your email over the others.
About the Author
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William Johnston
