A strong subject line definitely helps get your email opened.
But as sales professionals (as opposed to marketers who seem to value open rates more than response rates), subject lines are not do or die. (According to Chadwick Martin Consumer Pulse, even when marketing, who sends the email is 20% more important to opening the email than the subject line.)
Subject lines do count though especially when you don’t yet have a relationship with the buyer.
These 3 tips will help you create results-oriented subject lines that help your emails get opened:
#1. Keep it real.
A subject line should be an accurate summary of the content of the email you just wrote.
Not cheesy. Not hyped. Not sales-y.
#2. Don’t get trendy (unless your brand is super trendy).
“I like you better than my nephew right now”
“Will you still love me tomorrow?”
Yes, these may be clever. They may even get your email opened – and then deleted. This type of subject line humor is better for when they love you (and then you can get away with almost anything).
Also, consider how tough it is to write a quick, clear message with subject lines like “Zombies”? You have to somehow connect the humor in the email and it usually feels forced and fake.
#3. Use smart grammar.
Okay, I know this one isn’t sexy but it is important. If the first word of your subject line is not capitalized, readers think the message is spam or maybe worse) that you’re lazy.
Yes! And really, it doesn’t matter if you think this research is nuts (sorry!) Mailchimp and many others have collected enough data on this: Just do it!
Capitalize the first word.
And there’s more, of course!
Don’t – do not! – cap any other words in the subject line unless they’re proper nouns. You’re writing a subject line not a headline.
So what is a great subject line?
One that makes it easy for the reader to decide to open and read your email.
If you’re email is about an action you want, try: Action request: Phone call Tuesday
If it’s a proposal follow-up (and “networking” was important to the client, try: Create successful networking at ABC event
If it’s prospecting email and you have a referral, try: [Referrer’s name] suggested I contact you
Be smart, authentic, relevant and transparent to ensure your messages are opened and acted upon.
For information on a customized email sales writing workshop for your group, please email Sue@SpeakerSue.com or complete our quick Interest form to check Sue’s availability. Count on boosting productivity, professionalism and profits!