It happens, right? You get an email from a newsletter you subscribe to, and the subject line is so compelling, you click. Or worse, you get tricked by the subject line, thinking it’s an email from someone who actually is writing to you personally, and you click.
Recently, I posted about a subject line, “You are not an entrepreneur,” that got me a bit riled up. But others annoy as well. That’s why I’m writing this blog post. There are too many people out there giving you bad advice about how to write subject lines that are interesting enough to get people to click on them…and not enough advice about what to do once they open the email.
Crafting Your Email Newsletter Subject Line Is Only One Step.
As you craft your email subject lines, remember that a good subject line is but one step in the email newsletter process. And it’s not always first step, either.
Start with awesome content.
You should always start with the question, “What do my readers really want to know about?” No matter what your email newsletter is about, it should always come down to what your audience really wants to hear from you. If you have a retail store, they might want to know about the newest arrivals in your store.
My hubster and I use two local wine shops. One of the wine shop has the same subject line every single time they email me. It’s the name of their newsletter, which tells me pretty much…nothing. In fact, I recently unsubscribed. Most of the time, I’m too busy and have too many emails to open an email to determine if there’s anything interesting in there. Unfortunately, I know I’ve missed some great events at this wine shop, solely because of their terrible email newsletter.
The other wine shop tells me exactly what big news item is in the email newsletter and even gives me the Wine Spectator points and price in the subject line. I can decide while I’m perusing my emails whether it’s worth opening…and frankly, it’s always worth opening, because the descriptions they write are amazing and pretty much always result in me emailing my wine guy to say, “Put a case of that on hold for us!”
If your content is awesome, it’ll be a lot easier to create an awesome subject line, so start with creating awesome content that your audience wants to know.
Your email newsletter subject line should be related to the content.
It’s great to have a clever email subject line, but it has to be connected to what’s inside the email. If your email subject line is about one thing, but your email is about something else, your reader will feel misled and annoyed. Think misled and annoyed people are likely to convert into customers? They’re not.
Your subject line should not deceive your reader.
I’ve seen some examples of email newsletter subject lines that are really deceptive, insofar as the way they’re written, it makes you think that the person is writing to you personally. You’d think I’d know all the tricks in the book, but even I have been fooled by email newsletter subject lines like “Catching up” or “hey did you know about this?”
Boy, was it disheartening when I thought a friend was emailing me, only to discover it was just an advertisement.
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