By James Kupe
If you have an email database and you are using email marketing to promote your products and services, one of your most important goals should be to get as many people to open your emails as possible. That’s why your message’s subject line is so important. The fact is if your readers don’t like your subject line, or if it doesn’t resonate with him or her, they’re not going to open your message. And that means they’re not going to click through to your offer, and they’re not going to buy from you.
Your subject line is the most critical part of your email message. It’s the headline that people make a judgement on to decide whether they are going to open your message or not. Using subject lines that openly promise your reader a benefit or a desirable result are the secret weapon good copywriters use every day to sell more stuff. And if curiosity and controversy are added into the mix, that’s going to increase your open rate even more.
Let’s look at an example. Imagine you’ve used a subject line such as, “Is this the worst movie ever shown to a live audience?”. It would probably get people curious so they would at least open your message. And when they do, you could talk about a really bad movie that’s somehow related to your niche market, or has something to do with your product or service. You could show how the movie relates to solving a problem your reader has, and then make them an offer based on that.
But if you can find a way to add drama, curiosity, or promise a result or benefit in your subject line, and then tie that into your message content so it all makes sense, you are going to get people to open your message. Another great idea is to split test your broadcast email messages by using two different subject lines. You want to find out which one converts the best, and then resend the same message with the winning subject line to the people who didn’t click on the previous message.
And finally, do some spying on the top businesses in your market. Create a Gmail account specifically for this purpose, and then opt in to as many competitors lists as you can find. Make a note of the subject lines they use, especially if they use them more than once. You should be able to get on a lot of lists, so you can see how your competitors entice people to open their emails.
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