How To Write Subject Lines That Actually Convert
Writing attractive subject lines can be tricky. The subject line is what makes people open, ignore or delete your email. I honestly believe it’s the most important part of a high converting email. It’s simple really:
Good subject line = lots of opens and traffic.
Bad subject line = barely any opens and a little traffic.
So clearly having a killer subject line is crucial if you want to get anywhere with email marketing. You need to remember, few people open all of their emails… And very few people open them and actually read them or click on any links. So if you want your emails to be in the “top percent” you need to work your ass off to produce killer subject lines.
I usually take 2 approaches to writing my subject lines, they both work very well. You can write:
- Weirdly Wonderful, Damn Obscure, Random, Funny and Awesome Lines.
- Really Direct Subject Lines
Before I explain which ones do what and when to use them, you need to know what a good subject line does. A good subject line explains/gives a hint about what’s in the email. So if you write super weird, wacky, funny and random subject lines your open rates will sky-rocket, but you can’t use them unless they relate to your actual email.
A dumb example of people doing this the wrong way:
Subject line: Homeless Guy Eats 3 Children – Will Your Child Be Next?
Body: I’m just kidding; I just wrote that subject line to make you open this email. Really I want you to go read my blog post or go buy product X.
Doing that will get high open rates, but people will hate you for misleading them. If you are going to use a random, funny and obscure subject line, it MUST relate to your actual email. Otherwise you should use the direct route. An example of a direct subject line:
Report Teaches You How To Get Traffic From Google
That subject line is pretty direct if the email was about getting free Google traffic, and should get a pretty bad open rate. It can still be direct, but a lot better:
Shocking Report Reveals The Secrets To Free Google Traffic
So that’s being direct, not misleading anyone and getting high open rates because of the cool words I added to it. Just remember that the super weird headlines get a shit load of attention, but if they’re not at all relevant to your actual email you won’t get results. (Results being click throughs and sales)
Your subject line should give a brief summary of what your email is about. Then your email should have an intro, more info, call to action and a P.S. line with another call to action. That’s the simple formula me and many other famous marketers use to get results. The other option is to be all secretive and write something like:
Have you seen this weird tactic for making absurd amounts of money online?
Of course it would be longer, but that’s an example of using secrecy to get click throughs. I honestly think you’re better off going the info, more info, call to action and P.S. line route. Same goes for being direct in your subject lines. That way you defeat the element of surprise so people will actually click to your site/affiliate offer.
With all that being said, if you can put together a super weird attention grabbing headline that’s not misleading, by all means do it! Next you just have to do a little copywriting. You know that strange art of crafting words in a special way to attract a ton of attention. Not everything has the ability to become a master copywriter; it should just come to you after a little work.
Otherwise you have to work a little harder and learn the words that make people tick. Eventually you’ll be able to use your words to influence people’s actions. People’s actions being email opens, click throughs and sales. Here is a short list of words you can use to draw attention to your emails:
- Limited Time
- Utterly/Completely (Adjective)
- Mind Boggling
Using those words you should be able to form a subject line. Then use these tips:
- Be Current (“Colonel Gaddafi” Killed & His Secret Traffic Report Uncovered)
- Use Symbols (*Really “Strange” Traffic Generation Secret Unleashed!! (Urgent)*)
- Tell People What To Do – Open This Email Right Now Or Else!
- Use What’s In The News – Example of being current, just an idea.
Those are just a few of my many tricks I use to craft killer subject lines that actually convert! Use them wisely…
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