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:
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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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