Dear Re:word,
I’ve been running an email campaign for a few months and traction is poor. When people open the email, they do what they’re supposed to do, but not enough people are opening. But my subject line “Get a free 72″ TV with purchase” is strong.
Help!
Unclicked
Dear Unclicked…
Yeah, we see that a lot. And no, your subject line isn’t strong because it’s not benefit-driven. You’re telling people what you’re doing (giving them a free TV), but not what it’s going to do for them:
Get started on a new TV room
Turn your bedroom into a theatre.
See every ripple in Zac Efron’s six-pack.
When you have five to seven words to impress someone, make it about them.
The other thing is that you haven’t told me what I have to purchase in order to get that new TV. Is it a Ferrari I can’t afford? An outhouse I don’t need? A camel I don’t want? And what’s the benefit of what I have to buy to get my 72″ TV?
Remember that your subject line is THE most important part of an email communication because it’s the gate-keeper. If the recipient doesn’t buy in there, then the rest of it is meaningless.
If you want to see an organization that writes KILLER subject lines, subscribe to the Green Party of Canada‘s mailing list. We’re not terribly huge fans of their politics, but their messaging is on point to say the least. And what’s cool about their email strategy is that emails always come from a different person. One day it’s Elizabeth May; the next it’s Jeff Braustein, then Meaghan Dubeau. But no matter who it’s from, we can tell by the subject line that it’s from the Green Party. And we open it because it’s that compelling. And while we may not align with everything they say, we know what they stand for.