Email subject lines matter very little once you and your customer have a trusting relationship. Think about how often we keep the same subject line going even though the subject changed emails ago?! (Subject lines should be updated to reflect the content of the current email though. It makes it so much less frustrating when trying to find information.)
Your approach – your subject line – definitely matters when prospecting and trying to build business with a cold prospecting email, or when trying to reinvigorate a relationship after years of neglect, or rejection.
Stay away from subject lines that:
Have your company name in them (it’s already in your email address and likely doesn’t matter to them, yet)
Sound sales-y (Improve Sales Now!)
Are generic (Call)
Focus on your features instead of their outcomes
Say “Introducing myself” (Save that for your mama!)
Use inauthentic language like, “Nice to meet you, Name” (You haven’t yet met so how can you say this?)
Use their first name
Create a subject line their colleague might use to get their attention (Ad placement question; Hotel decision; XYZ status)
Have a clear, easy action (Quick call – Tuesday morning)
Make it about them (Your Fall Conference)
Drive intrigue (Competitor X said “Yes!”)
Keep it short
Use a referral (X suggested we connect)
Have a purposeful clear goal (Awesome post yesterday!)
Use appropriate humor
Their inbox looks like your inbox – like Times Square and 42nd St at rush hour – and, like you, they’re constantly playing a game of whack-an-email! If your subject line screams “sales pitch coming,” you’re whacked and losing leads before you can even make them prospects.
Polish your subject lines to nail success.
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!