Tim Bossie.com

There have been countless ‘rules’ posted online about the copywriting of email subjectlines. You can get all kinds of information by just doing a quick search for ‘email subjects’, ‘getting email read’, or ‘writing perfect email headings’. I recently came across a great article by doing this myself.

The one thing I love about copywriting is the diversity in the rules. In the world of writing great emails, I have to admit that the ‘rules’ should be merely guidelines. Maybe an even better term should be suggestions. People click on what they want. Your goal as a copywriter, or marketer, is to figure out what it is your targeted audience is most likely to click on.

Dina at Copywriting on the Fly has a new post about this very topic; Email Subjects. In it she gives some great examples of what she is receiving in her email inbox and her reactions to them. She also says…

“I think the idea is to 1. either tell it like it is in the subjectline, or 2. catch people off guard with something that nobody else is doing.”

Incredible thoughts about what it takes to get people to read your emails. Again, you’ll see that these aren’t exactly ‘rules’ to follow but suggestions.

Your target market wants to read your email. Your job is in figuring out how to do that. Here’s five of my suggestions.

1. Ask a question

Some of the emails I get, and I know they’re going to be ads, get me to read them because they ask me a question. Something like, “Do you know the new trick to more customers?” will intrigue me to find out.

2. Keep your focus on your target

Remember who is reading your email. Use words they would know without being too technical or using abbreviations. People are going to read what they are interested in.

3. Use their name… don’t use their name.

I’ve seen it go both ways. This is a trick I use sometimes if I want to make it personal and the rest of the subject doesn’t sound fake. Subject like, “Hey Tim I just make $100,000! So can you!” are not going to get me to open it. But something like, “Tim, have you seen this video about my day yesterday?” will generate some interest.

It’s also important to notice that even if my name isn’t included in the subject the second one would still work. It’s a little more generic, less personal, than using a name but the effect is still there. No I haven’t seen the video and I am wondering what the heck he’s talking about.

4. Write a bold statement

The opposite of a question is a statement. Both will work in your email subject if used properly and without sounding like another ad. Statements will also force the reader to become engaged by bringing them to the place where they want to see if it’s true or not. Statements like, “5 Copywriting Tips for increased sales” will give a reason to read further. People interested in that (remember your target) will have a desire to see what those tips are.

5. Do something different

I love Dina’s suggestion to do “something that nobody else is doing.” I believe in it 100%. I’m always trying new things, using new angles, and saying things others aren’t. The biggest thing in marketing to remember, even if it’s email marketing, is to be yourself and not a copy of someone else. Say your own thing. In your style. People will begin to recognize that and begin to read your emails because of it.

What is your favorite email subject suggestion?

I know I just scratched the surface with my five tips. What are yours? Leave them in the comment section. I can’t wait to see what you think!