7 Tips For Increasing Email Click Through Rates

“‘The Money Is in Your List,’
But, are You Doing Everything In Your Power
to Get The Money Out Of Your List and Into Your Pocket?…”

— Michael Low

The First In a Series of 7 Useful Tips For
Improving The Selling Power of Your Email Communications:

TIP #1: Use A Compelling Subject Line.

The first test of a good subject line is: Does it get through the spam filters?

Once through, it needs to get the attention of your reader and compel her to read further into the body of your email.

After all, if she doesn’t open your email it won’t matter how good your email copy is – she ain’t gonna buy squat!

So, how do you pick the right words for your subject line?

Well, results from hundreds of successful direct marketing tests show:

Email subject lines containing the following five elements consistently produce higher click through rates than those which lack these vital elements…

The five element are:

1. Successful Subject Lines Grab Your Readers Attention With An Emotional Appeal:

Remember, as human beings we pay attention to things that move us emotionally.

And nothing pulls at our emotions more than our own interests.

(Why do you think many of the emails YOU open include one of the most important words in your vocabulary: YOUR NAME!)

John Caples, in his classic book, “Tested Advertising Methods”, points out that of the three most successful classes of headlines, Self-Interest comes up trumps.

Your subject line MUST speak directly to the thoughts, frustrations and wants of your most ideal prospects.

2. Successful Subject Lines Are Specific:

It’s a fact: Specifics outsell generalities.

“Platitudes and generalities roll off the human understanding like water off a duck,” stated advertising man, Claude Hopkins.

“They leave no impression whatever”.

“A dealer may say, “our prices have been reduced” without creating a marked impression.

But when he says “Our prices have been reduced 25 percent” he gets the full value of his announcement.”

Look at the subject lines you’ve sent out recently.

Can the message be misconstrued?

Or are your subject lines so specific there can be no mistake about why it’s better to read your email than drop it in the trash can?

3. Successful Subject Lines Are Unique:

By unique I don’t mean so outlandish that no one else would ever say such a thing.

I mean, does your subject line STAND OUT as curiously different to everything else your prospect receives in his in-box today?

If not, I suggest you look more deeply into the unique advantages and benefits your product, service or advice offers your reader — perhaps something they can’t or won’t get anywhere else.

Then, take those unique attributes and summarize them in a short 5 to 9 word statement.

Use the following unique headline advertising a car tire as your guide:

PIERCED BY 301 NAILS… RETAINS FULL AIR PRESSURE!

4. Successful Subject Lines Are Benefit Focused:

Obey this copywriter’s maxim: “Every time you state a fact, describe how that fact will benefit your reader.” And you won’t go far wrong.

This is Copywriting 101. And yet it’s surprising how often I see this first law of Copywriting broken.

And with the broken law — goes lost sales!

I remember one of my old sales trainers standing over a colleague, drumming the desk declaring, “Features tell, benefits sell. And NEVER forget it!”

I know I’ve never forgotten it.

And if you remember and apply this advice you, too, will see sales multiply and your bank balance swell.

Finally…

5. Successful Subject Lines Use Urgency:

“Save 50 percent till Saturday, after that you’ll have to pay full price!”

The above headline is one of my personal favorites.

Why?

Because it offers both a specific benefit — the opportunity to save some money– and it uses urgency to trigger an immediate response.

But it can be improved.

After all, it doesn’t tell the reader (specifically) what product or service is being offered — it requires readership of the complete email to find that out!

Which brings me to the end of the first of these 7 Tips For Increasing Email Click Through Rates.

Check back here next week for the second tip in the series.

Respectfully,

Michael Low