Your email avoided the dreaded spam folder, and it is now sitting, waiting in your recipient’s inbox. You are halfway to your goal — an open click. Or are you? Just because your email is in the inbox does not guarantee that they will read it. It is vying for your recipient’s attention over the other emails that are doing the same thing. Or worse, in peril of being sent to the trash bin if the subject line doesn’t pique their interest. A recent report states that, “47% of email recipients open email based on the subject line.” (Invesp)
The Subject Line
The key to getting your email opened and read rests on the shoulders of just 41-characters or fewer (no pressure). The subject line is the key that will open the door and let your message in to be read. Without a strong, attention grabbing message in the subject line, the rest of your email does not stand a chance. If you have done your research and know a little about your prospect, you can craft an email to meet their needs and entice them to continue reading what you have to say and offer them.
Email is a communications channel that is used to either start or continue a conversation. It is how businesses communicate with their clients and prospects. How they nurture their leads, guiding them through the process and converting them into clients. But how can you keep the conversation flowing if they won’t open your email? What can you do to get that coveted open click?
The Highly Sought After Open Click
To get them to open and read your email will take some effort on your part. For openers, you need to know your market and who you are targeting. Each time you email someone, one of two things is taking place — you are continuing a conversation or you are starting one. But the conversation will go nowhere if it does not compel them to open and read your message.
How can you get your email opened?
Make sure you are contacting the right person. And that they have given consent to receive emails from you.
Write an attention grabbing subject line that addresses a need, makes a promise, states a fact, or is personalized.
Follow through on the message. The first few words or sentences in the body of your email need to further entice the reader and collaborate, expand, on what the subject line stated.
Tailor your email communications with the prospect’s needs in mind. You need to address the “what’s in it for me” question your prospect will have. Be prospect focus.
The Body of the Email
Once the email is opened, the body of the email needs to build upon the subject line guiding the reader through the email and leading them to what they need to do next. The information in the email’s body should be how the reader would benefit from the product or service and what action you want the recipient to take. Do you want the reader to download a white paper on your latest product, sign-up to be part of your mailing list, are you introducing a new service, or you are asking for a meeting. Whatever the topic, your message needs to be straightforward and lead them to the action that you would like for them to take with a clear call-to-action. The best emails are the ones that state a problem and offer a solution; or provide something of value, a product or service, to the prospect.
Remember email is a personalized medium, keep it conversational. Write the message in a business-friendly tone. Stay away from corporate jargon instead, adopt a business-conversation tone — clear, professional — you are speaking with a colleague.
“Email marketing is all about continuing to build relationships and provide information and insights to people.” (HubSpot)
If you would like to work with a professional copywriter, one whose background is in sales and marketing, contact me at firstname.lastname@example.org for a complimentary consultation. I will work with you to help you reach your goals.