Email marketing is a vital tactic for conducting business today, but only if you do it correctly. Keep in mind that some of your customers have email settings that ensure they don’t get that snippet of characters and words that appear in the first lines of an email.
Some do, so that can work for your email marketing, but the subject line should connect on its own. How can you make recipients click on read instead of spam or trash?
It’s all about knowing your market, and you have to do the research to back it up. Don’t send out emails blindly; instead, always follow best practices for email marketing, and remember that you’re being trusted with personal information.
Possessing someone’s email address (legally) is kind of like having an open invitation to stop by for dinner. You need to respect it.
Here are a few subject lines that may work for your business.
1. Get X dollars or percent off something you love
Everyone wants a good deal, and to save money, but only on items or services they like. Tailor your emails appropriately.
If you have a list of customers who regularly get Botox at your spa, they’d probably like to save 20 percent on their next injection. Clients who only get manicures might not be as interested.
2. Join us for (something that really matters)
If you’re hosting a special Mother’s Day brunch at your restaurant, the anniversary of your opening with giveaways, or any other holiday or special event, write the email so that it sounds like a formal invitation. That makes it seem special and, even though it’s obvious, as if the reader needs to follow social etiquette and RSVP.
Texting and emailing invitations has become more socially acceptable, so capitalize on that.
3. We miss you
Tap into their personal side and let your customers know you care. Any subject line that informs a customer you remember him or her can score big points.
Use this for customer lists that haven’t shopped in awhile or scheduled an appointment. Just make sure to follow it up with an offer to lure them back.
Don’t include a subject heading that tries to trick customers into thinking the email is from someone else. Don’t ask them for something (such as to fill out a survey).
Instead, use the subject line to highlight what they’ll get. People receive dozens and even hundreds of emails each day. Make yours stand out in the right way.