Email Marketing – 2 Secrets For Getting Your Emails Read!
It doesn’t matter how great your offer is, how well written it is, how it’s laid out… if it doesn’t get read. In direct marketing, the biggest hurdle you have to make is getting your letter opened!
Have you ever watched someone go through their physical mail? Most do it right over the garbage can! That’s right. They quickly sort though and sift out the “junk” mail and keep the personal stuff and bills.
Email doesn’t have an envelope, but you do have a subject line. And THAT’S the envelope and the key to success. Writing a compelling subject line that virtually forces folks to open the email and begin to read it.
Here are two powerful techniques you can use right away to get your next email read.
1. Use Their First Name.
Warning: use this sparingly. When I send out my weekly newsletter, I don’t use “personalization” at all. Why? Because I like to save the personalization for effect. When used sparingly, it has a terrific open rate. Example:
Weak: (subject line): Special Sale On Widgets
Strong: Mary: I’ve reserved 3 widgets for you
Can you see the difference? Which would you open? Which would you consider skipping?
2. Hit Their Sweet Spot.
Here’s an example from a fellow I know who markets to magicians. He was telling me his open rate was way down. To make a long story short, he was pitching too much. I suggested that he give his list something back. What do magicians want? Tricks, of course. Here’s the simple subject headline he used:
“New Trick Of The Week…”
His open rate nearly tripled. By giving them what they wanted.