When I released my Marketing Emails that Convert downloads, the response was the same from each person who purchased. “Marc, I love the emails, these are really going to help me. But I was wondering, do you have any advice for writing subject lines?
Truth is, while I know I’ve composed some great email templates that convert for me daily, subject lines are something I’m still researching, experimenting with and learning more about.
A well crafted email that strikes a balance between personalization, introduction, solutions to problems and a call to action can mean the difference between turning a lead into a prospect and/or client or winding up in the trash folder with all the other people trying to generate voice over work.
The subject line, however, can mean the difference between whether or not your email even gets read!
I’m able to track my emails, and I know I’m getting a good percentage of opens, which helps me determine which subject lines are working, and which ones aren’t. Based on that information, let me share a few thoughts on writing good subject lines.
Writing Subject Lines That Get Opened
Not Too Salesy: “The Best Offer You’ll Receive Today.” “The Best Decision You’ll Make Today.” “5 Reasons To Hire Me.” You get the idea. Anything that has too hardcore of a pitch is not going to work. It’ll end up in the trash bin, and more than likely you’re email address will get flagged as spam.
A Little Personalization: When you’re researching a lead, take a look at their website. Is there a catchy tagline? Is there an overlying them to the site and/or brand? From that, are you able to draft some kind of subject that shows a) you’ve done your research and b) this isn’t just a mass sent form letter?
Make a Connection: Recently, I reached out to a company in Boston. On their site they talked about being Red Sox fans. My subject line, “I’m a Red Sox Fan Too!” It worked. They opened the email, and responded that same afternoon. We had a personal connection.
What’s the Purpose: When I’m emailing a client I haven’t worked with in a while or a prospect I haven’t connected with recently, I’ll often use a subject line that simply outlines the purpose. “Reconnecting” or “Checking In.” These emails almost always get opened and answered. There’s a template for this exact email in my Marketing Emails that Convert download.
Who Are You: On some sites, people seeking opportunities are specifically directed to email an address like careers@ or jobs@ or hr@. In this case, I simply tell them who I am. “Professional Voice Talent” or “Narration Opportunities.” Something that speaks directly to why I’m reaching out.
What Emails Do You Open
If you’re like me, I’m inundated with hundreds of emails daily. Trying to determine which ones get opened, read, filed, etc, is sometimes a rather time consuming task.
In many cases, a subject line can be the determining factor. With that in mind, think of your own inbox. Which emails do you open? Which subject lines grab you? Which ones do you immediately assume are spam? Which ones turn you off? Take a look through your inbox and maybe even your trash folder. Make some notes on what grabs you and what doesn’t.
The most important thing to remember is to make an offer, more than a pitch. The tone should be more about how you can help them versus why they should hire you.