Title: How To Write Persuasive Subject Lines Word Count: 716 Summary: Three seconds and 40 characters. That’s all you usually have to work with when trying to get and hold the attention of someone reading email. Learn three powerful techniques for writing subject lines that succeed. Keywords: copywriting, email copy, subject lines Article Body: by Karon Thackston © 2005 http://www.copywritingcourse.com Three seconds and 40 characters.
That’s all you usually have to work with when trying to get and hold the attention of someone reading email. And, with user behavior changing so much in response to overwhelming amounts of spam, the attention spans of email readers are getting shorter. Needless to say, it’s vital to make the most of your introduction via the email subject line. Email marketing powerhouse DoubleClick.com conducts annual surveys with regard to user behavior when it comes to email.
A couple of the statistics from their latest findings are interesting. The second biggest motivator in opening email is the subject line. (The first is the “from” line.) Because subject lines are often truncated at around 40 characters — and because email readers usually have their index fingers poised over the delete button — we’re left with about three seconds and approximately six words to make an impression.
So what works? Which types of subject lines have proven to be successful? Here are my top three. Make An Offer It’s an old sales cliché that still holds true in the fast-paced world of cyberspace: Lead with your best offer. Whether a product, a service or a proposal, you want to tell people up front about your deepest discounts, your fastest delivery or your grandest idea. Get their attention right off the bat, and you’ll likely have your message read.
(It’s even better if your offer happens to be time sensitive.) Examples include: Half Off Leather Boots Until March 1st Top 10 Reasons to Attend [Whatever] Your Link on High Ranking Web Pages State A Benefit Since the majority of consumer and B2B customers live in the “what’s in it for me” world, benefits always make powerful subject lines. Telling the readers what the end results of their actions will be helps them visualize the need for your product or service. Here are a few examples based on the subject lines above: Wear Fall’s Hottest Trends for hacks 50% Off Learn [Whatever] in Only Two Days Build Link Popularity & Traffic for Your Site ************************************************** LEARN TO INCORPORATE KEYWORDS INTO YOUR COPY THE “RIGHT” WAY Copy that ranks high is great… IF it sells.
After all, what good is copy that ranks high but doesn’t make you any money? To have great SEO copy that ranks high AND coverts visitors into buyers, you need to learn how to incorporate keywords into your copy the “right” way.