subject: Improving Open Rates For Email Marketing [print this page] Improving Open Rates For Email Marketing Improving Open Rates For Email Marketing
Well if you think that's weird just get a load of this: if you want to sell more by email couch your subject line in terms of gaining something positive, even if what you're sharing with them or selling to them is ultimately about avoiding something negative.
Let me repeat it, because it's staggering when you think about it: if you want to sell more by email couch your subject line in terms of gaining something positive, even if what you're sharing with them or selling to them is ultimately about avoiding something negative.
Isn't that strange?
Let me give you an example of a very recent test I did. Two subject lines from otherwise identical emails:
1. How to Get Your Copy Read
2. How to Avoid Screwing Up Your Headline
You'd think the second would outpull the first, wouldn't you?
Why, because it's congruent with our human nature in wanting to avoid pain rather than seek pleasure.
But no: 35% more people went for the first as went for the second -- and that's definitely statistically significant (these stats are based on open rates, which while being inaccurate are consistent across the two emails and will be good relative measure).
So in this example you'd just make sure your email sales copy was aimed at getting them to achieve the first (get their copy read) by not doing the second (screwing up their headline).
Remember: this isn't just idle mathematical geekism. This kind of knowledge will make you a lot of money.
Why?
Because your emails will make you money only if they get acted upon, and they'll get acted upon only if they get read... and they'll get read only if they get opened!
Most email marketers get this badly wrong and spend far too much time trying to sell in the email instead of going for the 'low hanging fruit' of maximising the open rates. Yes, your email content is important... but if the email isn't getting read, then it's completely irrelevant.
Lead generation and direct response marketing specialist and copywriter Jon McCulloch is the author of " BIG Marketing Muscle for Small Business".
This book reveals the strategies he has used with his clients to realise response rates over 300% better than traditional techniques... and for a limited time you can download 'BIG marketing Muscle for Small Business' right now. His clients have mailed over 1 million pieces using the exact same strategies he reveals in this book - so you know they're tried, tested and proven to work in the real world.
