Hey, y’all.
Today, I want to talk about subject lines. More specifically, personalized subject lines.
Personalizing emails is one of the best ways to engage your list, and personalizing the subject line in particular is a great way to grab someone’s attention and get them to open your email.
After all, according to Digital Marketer, personalized subject lines can increase your open rates by 50%!
But, that’s only if you do it well.
If you’re creepy about it, that’ll turn a lot of your audience off and actually have a negative effect on your list.
But what do I mean by creepy?
Let’s look at some examples I received in just the last week:
Uh, what? Is this email intended for me or someone else? If you’re asking me a question, ask it to me directly. This makes it sound like the sender is having the conversation about me with someone else, but it was sent to me…?
Weird.
Try something like this instead:
- Greg, do you believe these 2 myths?
- Greg, want to see me bust some myths?
- Hey Greg, I found some myths that just aren’t true!
Putting aside the fact that the premise of the initial subject line is a little off (I mean, myths, by definition aren’t true anyway, so why are you asking?), being direct is attention-grabbing and way less off-putting.
Yay! A free copy review!
But again, the same problem as the first. This makes it sound like you’re emailing my assistant to get something on the books.
If you’re speaking to me directly, speak to me directly!
Try something like this instead:
- Hey Greg, ready for your free copy review?
- Greg, you won a free copy review!
- Greg, when can we schedule your free copy review?
See what I mean? If I see one of those in my inbox, before thinking about it too hard, I’ll stop and think, “Dang, someone’s trying to schedule something with me. I better click to see what it’s about.”
It’s just natural. Sounds like something legitimate (so if you use this tactic, it better be legitimate!) and I feel the need to take action.
The body of the email and CTA will help get me to take the action or not, but the subject line got me to open the email. It’s main function.
YES! This is what I’m talking about.
Idk if I actually want to talk to this person about my firm tomorrow, but this subject line makes me want to open the email to see who is proposing this.
Maybe it’s new business! Maybe it’s an offer I can’t refuse. Either way, I need to open it to find out.
Subject line mission accomplished.
Honing in the most effective message in your subject lines is another story. We’ll discuss that another time.
But for now, personalization is 50% more effective than not-personalization, but creepy is 100% less effective than not-creepy.
A good mantra for life in general, I suppose.
But if this is something you do a lot, OR, you just want some practice, add some of your best personalized subject lines in the comments below or send them through my website here, and I’ll respond to each with my thoughts.And if you want help getting some A/B testing going on your subject lines, be sure to contact me through my website and let’s get your open rates and email revenue blown up!
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