The Perfect Subject Line for Emails

By Patrick Mahan

Every marketer is looking for the perfect email subject line to increase open rates.

Lots of How To articles have been written on the topic. Most recommend writing subject lines that invoke curiosity. Or ask a question. Or speak directly to the reader. Or announce breaking news.

One research study concluded that the most successful subject line of all-time was the phrase: "You are not alone."

But what if we take an entirely different approach?

We spend our time and energy trying to craft creative (and sometimes deceptive) subject lines in an effort to get more people to open our emails.

But here's the thing ... you should be more concerned about the NAME that appears in the "From" line and less concerned about the CONTENT that appears in the "subject" line. 

I receive newsletters from several authors that I have come to know, like and trust. When I see their name in the From Line, the Subject Line has little influence on my decision to open their email. 

So... as usual, it all comes down to building a reputation for yourself (and/or your company) as someone people know, like and trust. Develop a reputation for delivering content that is personal, timely, relevant and valuable.

When you focus your efforts on becoming someone of value, offering something of value, then you'll discover the "subject line" is the least important part of your email marketing strategy.

In Advertising, Repetition is the Key and 27 is the Magic Number!

A group of researchers were asked,

“How many times must a prospect see a marketing message

to take them from a state of total apathy to purchase readiness?” 

Following a year-long study, the researchers concluded that a

marketing message must penetrate the mind of a prospect a total

of 9 times before that prospect becomes a customer. 

That’s the good news. 

The bad news is that for every 3 times you expose your prospect

to your marketing message, it gets missed or ignored 2 of those times. 

***** So you’ve got to put out the good word a total of 27 times in order to make those 9 impressions *****

Does that mean you could market your product 26 times and possibly get zero results? 

Yes.  So be patient and keep marketing.

-      From the book, Guerrilla Marketing Attack

A Bizarre Headline

By Patrick Mahan

Copywriters are masters at creating headlines that capture our attention.  Check this one out...

I saw this on the front page of Yahoo and clicked on it for three reasons:

1. I personally have trouble sleeping
2. The word "bizarre" was interesting
3. The phrase "one trick" makes it sound quick and easy

The job of the copywriter is to create headlines that pop off the page, hook the reader and reel them into the first paragraph of your ad. (The first paragraph then inherits the responsibility of inspiring the reader to finish the ad). 

How important is the headline?