You are probably aware that email marketing is the most powerful form of marketing online today.
Every top marketer uses email to deliver their message for one very good reason.
It is simply the most cost effective marketing method available on the Internet.
I know that you know that email marketing works, and is stronger than ever.
What you might not know is how much impact the subject line of your email has on the effectiveness of your message.
After all, you can go to great effort to write a compelling message, paying careful attention to all the nuances of paragraph length, just the right word here or there, and more.
But if your message is never opened all of that work is wasted!
So let’s look at how you can get more of your email messages opened and read.
The key element here is the subject line
Almost everyone gets too much email or uses filters to reduce the amount they receive.
And almost everyone is busy, with too little time to do what he or she wants to do online.
This has created a generation of scanners. We scan 100 or 200 emails, looking for the ones that are worthy of our time, in about 10 minutes time.
And that’s why YOUR subject line MUST shine if you want to compete and win.
If you think of your email as an ad then the subject line is the headline for that ad
We often hear copywriters say that the right headline can “increase sales up to 800%”. While that’s probably a bit hyped up, the right headline can have a huge impact on sales.
And so can the right subject line have a huge impact on your email open rate.
Rather that reinvent the wheel, we can create a subject-line-swap-file for use anytime we need it.
Here’s how to do it in a few easy steps.
NOTE: A “swap file” is just a way to say a document that contains bits of copy that you will use later on. Many writers use swap files for headlines, the closing section of a web page and more.
Of course we should never copy anything some else writes word for word – but DO use subject lines you like for inspiration.
Choose What To Put In Your Swap File
Look for headlines that appeal to you.
If something appeals to you, the chances are it will appeal to others as well. These are the messages to keep.
Look for email that gets filtered into your “junk” folder.
You must avoid these like the plague! These emails are the ones not getting opened now.
Don’t let yours become a victim of the filters too.
Separate These Emails Into A Special Folder
No need to clog up you inbox with these messages, so either copy them and put them in a text document or create a special folder just for them.
Creating a special folder is better since you will be able to sort them by sender or subject, which is the next step.
HOT TIP: I suggest my clients use an separate email address just for marketing messages. I suggest they receive personal email at one address and use a different address for joining lists.
This saves your time and makes sorting easier too.
Group Them By Type Of Product Or Sender
The key here is to look first for who sent the message.
If it’s someone you know is successful online pay close attention to the subject line.
I can promise you that they did.
These are often the best subject lines from which to draw your inspiration.
It is often worth joining the list of top online marketers for this reason alone. Reading their emails is like a short course on email marketing!
Next, you want to read each message to see what it’s about.
Then group the messages by the type of product being promoted.
Information products are promoted differently that Network Marketing which is different from real estate.
By grouping the messages you have a mini-swap file by the type of product you are promoting.
Pay Special Attention To Repeating Subject Lines
These are often the messages that have stood the test of time.
I have about five subject lines in my swap file from 2001. I still see these used today and can assure you that they would not still be sent if they did not work.
Now that you have created your swap file, it’s time to do some marketing.
Pick your top selling product (or the one you want to sell) and find a subject line where the message is for a similar product.
Then rework that subject line until it retains the same meaning but is your own.
Of course, never use a subject line as you find it. The point here is not to take someone’s work, but use that work as inspiration for your own work.
Now send out a selling message using your new subject line and see how it goes. If it’s successful, copy it to a permanent file to be used again. If not, go on to the next or refine it and try again.
By always staying truthful in your subject lines, using proven concepts found in your subject line swap file, and being consistent in your efforts, you will see an increase in the profitability of your email marketing.
And that’s a beautiful thing indeed. 😉