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Business 2 Community – Best Email Prospecting Tactics: Crafting Engaging Subject Lines


Business 2 Community – Best Email Prospecting Tactics: Crafting Engaging Subject Lines


Business 2 Community - Best Email Prospecting Tactics: Crafting Engaging Subject Lines

By: Business 2 Community

This is the first of a series of posts that will deliver five of the best email prospecting tactics I’ve come across that will help you significantly improve your prospecting effectiveness.

The first email prospecting tactic on the list:

Crafting Engaging Subject Lines

The subject line of an email is one of the most important pieces of the email. It is the first part that people see when they receive your email, and it is the only part they see sorting through their inbox trying to decide what to open and what to delete.

I recently watched an excellent web clinic that was done by the MECLAB Marketing Experiments research group on optimizing email subject lines. In the clinic they explain that the role of the subject line is not only to grab people’s attention, but to convert that attention into interest in order to get them to keep reading. They continue to explain that a truly engaging subject line is inherently connected to the value proposition, and that by using research about our prospects we can maximize the force of the subject line and value proposition. They also outlined the four criteria of a successful subject line:

  1. Clarity
  2. Appeal
  3. Exclusivity
  4. Credibility

While the science behind their findings is truly impressive, when it comes to sales prospecting, as opposed to mass email marketing, I believe that there is a lot more art involved. If you are reading this as a sales person or outbound prospector, then your goal is slightly different than that of an email marketer. You are trying to setup a call, not get someone to click on a call to action. You may also already have rapport with many of the people who you are emailing.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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