In the dark, hairy inboxes of your customers
Your message. Finely crafted, with strong, simple language, it lands in your customer’s inbox and they immediately open it, absorb your words, and take action!
Or… your mailing list messages pile up, unopened.
I signed up for GoalTribe a long time ago, and they have completely uninspiring email messages – from the subject line to the body. I deliberately haven’t unsubscribed because I keep hoping they’ll figure out that they’re a motivation company, which means it might be a tiny bit important to, you know, motivate consumers.
I use GMail for most of my mail now. If I need to go back and look for something, I search. I used to use Outlook. If I needed to go back and look for something, I usually sorted by Sender.
Regardless of email client, which of the following “weekly roundups” do you think I’m going to be more likely to revisit?
or
I almost never read Bankrate’s weekly emails when I receive them.
But because their subject lines are unique and eye-catching, I’ll see one when I’m searching my inbox and stop to read it. The email subject lines have a few smart characteristics:
- 6-Step, 8 – Numbers
- Facts, Smart – Words that encourage you to educate yourself
- Cash, Debt, Money – Highly-charged financial words
- Uneven subject line length – Easier to scan than having each row start and end at the same place
Even though the context is not ideal (after the fact, lots of unread messages), they still manage to evoke the desired behavior. I’m curious, I open the email, I revisit the site.
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Tags: Best practices, Communication, email marketing, emails
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