SiteProNews – How to Write Irresistible E-mail Subject Lines
Everyone remembers the class clown: The guy who happened to be just loud enough to be heard. The problem is, no one remembers his jokes. What they remember is how annoying he became when his jokes failed to land. In an odd way, e-mail follows the same trend. Powerful information has its place, but presenting it in an abrasive fashion is more likely to turn readers off than encourage future views. The secret lies in the mind of the reader and your responsibility in crafting headlines that baby their short attention spans.
The Tired Reader
In order to effectively address e-mail customers, it’s important to first understand their plight. There are a lot of businesses, people, applications, events, and products, all vying for customer attention every day. Between pop-up messages, brightly colored ads, Facebook notifications, text messages, tweets, and, yes, e-mails, it’s a wonder that consumers have any time to sleep. Users are tired, burned out, and jaded. This, however, does not mean that they aren’t paying attention.
What it does mean, is that users have their own way of processing all of the information. Instead of vetting each individual piece (as you hope they will), the focus is on quick judgments based on surface characteristics. For websites, this means ignoring unattractive designs. For companies, this means ignoring those with poor reviews. And for e-mail marketers, this means rapidly determining whether the information presented is informative, timely, and of trust-worthy origin.
Reaching customers is no longer a matter of having the biggest megaphone. Those who used to run TV ads now have to compete with equally visible local search results, and customers are getting smarter in sorting the signal from the noise.
The first thing to fall in this process of discernment is the cheap trick. Before e-mail communications were readily available and messages flooded consumer inboxes, marketers, scammers, and relatives could get away with all-caps subject lines adorned with lots of question marks. Cheap ploys for attention, such as purposely vague headlines and humorous e-mail addresses have taken a hit, and for good reason.
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