New Age Copy

I was talking to a wise copywriter earlier today who told me an invaluable piece of advice about creating powerful subject lines for email marketing, and I have to admit it has stuck with me:

“Don’t sell your product in your subject line.”

And this is a good piece of advice. I can easily count on my hands the number of times I have gone to my email to find a subject line which tells me everything about the product. By telling me so much so soon, instead of stirring my interest, I know straight away not to read it.

However throw in a subject line that agitates your curiosity. That makes you go ‘what’ you can attract a whole new audience to your email marketing.

If like me, subjects lines are not your forte, then the following tips will help:

1. Write headlines without mentioning the product once
2. Offer them scandalous/shocking pieces of information
3. Personal the subject line i.e ‘Can’t believe what you have done
4. Make claims/offer statistical data they cannot ignore

Now these may not always work with an existing mailing list (depending on your market place); however if you are trying to attract new clientele using a different mailing list, any one of these can help turn your email from a ‘delete me’ to ‘read me’ message.

Try first writing yourself some generic subject lines which can be applied to any scenario. When you have got a good selection (approx 10), try incorporating themes from your product into the subject line and create a further 10 subject lines. With a collection you can feel confident that you have got 10 email topics straight way which you can use to produce new emails and new content.