How to write subject lines that will get your autoresponder messages opened
If you’re using email marketing to build trust with your prospective customers, particularly if you are using a series of autoresponder messages, your biggest challenge is to get your readers to actually open your messages.
Otherwise, you’re wasting your time, no matter how great your product or offer is. The truth is, your entire email marketing campaign will ultimately hinge on just four or five words … the words you use in your subject line.
Why is it so hard to get emails opened?
The bottom line is, more than 50% of all email today is spam. (For free services such as Hotmail it’s more like 80%.) So you can see what a challenge it is just to get people’s attention among the dozens of other messages they have in their in boxes. Fortunately, there are some time-tested methods you can use, which will greatly improve your chances of getting your prospective customer to open your messages.
1. Use your reader’s first name in the subject line. There is nothing so beautiful to anyone as their own name. And with autoresponder services and programmes, it’s easy to set up your messages so your prospect’s first name is automatically added. If someone sees their name in the subject line, they’re much more likely to open your email.
2. Take the angle of ‘latest news’. This is a proven winner. ‘Latest news from XYZ company’ is likely to entice people to open your email, particularly if they know you company’s name and have previously signed up you’re your autoresponder series.
3. Arouse your reader’s curiosity by asking a question. For example ‘[FIRST NAME], are you making this common mistake?’
4. Make sure your subject lines don’t trigger spam filters. There are many words that spam filters are suspicious of because they tend to be used heavily by spammers. There’s a great software called Content Scrubber that allows you to paste your email message into and it will highlight any words that might trigger spam filters. I highly recommend you get hold of Content Scrubber. (Do a Google search and you’ll find several sites where you can buy it for under $10.)
A great way to get ideas for subject lines is to take note of the messages in your own inbox each day. Which ones tempt you to open them? Which ones do you automatically delete. Take some tips from the subject lines that catch your eye. Modify them to your own product or service.
Don’t forget the ‘from’ line
As well as your subject line, the ‘from’ line is also very important. It’s best to put either your own name, or your company’s name in here. Don’t try to be tricky. Unfortunately, spammers have caught on to the importance of having a name in the ‘from’ line and now often use phony names. This makes it harder for genuine marketers who are sending messages to an opt-in list. But if you have your own name in the ‘from’ line and your reader’s name in the subject line (spammers don’t often have the reader’s first name) you are already well on the way to getting your message read.
With a little practice and testing, you will soon master the art of writing effective subject lines that get your autoresponder messages opened. And you’ll start to see an impact on your bottom line.