Tools like Mailshake make it really easy to track open rates and split test subject lines so you can determine the language your target audience tends to respond to best. In this context, this would most likely be the open rate. Things like this are often overlooked but can have a big impact on open rates.Īlongside all of this, you should be making sure to measure the effectiveness of the subject lines with a KPI. That’s because only very short subject lines will display in full on a mobile device, while on desktop, recipients will see the full subject line, in addition to part or all of the first line of the email. However, at the very least, you should be testing how your subject line will appear in Gmail, on a typical desktop and mobile resolution. It would be near-impossible to write a subject line that renders as you’d like it to on all devices, for all email providers. While you can never be sure what someone will respond to best, subject lines that sound natural will work better on most prospects than subject lines that scream, “This is a sales email.”Īnother point worth thinking about when writing subject lines is how they will appear in your recipients’ inboxes. It doesn’t sound automated it doesn’t try to trick recipients into opening the email (“do not open this email” is a popular example of that tactic in action) and it doesn’t set false expectations. So what does a good subject line sound like?Ī good subject line sounds like it’s been written by a human. It doesn’t matter how interesting or engaging you are if your email doesn’t get opened in the first place. A bad subject line renders the rest of your email irrelevant. A good one will get your email opened, giving you the chance to generate interest and desire. Needless to say, that means it’s far from easy to stand out from the hundred-plus other emails most of us receive each day.Īs you might be able to guess, your email’s subject line is key here. The higher up someone is in their organization, the more they tend to receive. The Radicati Research Group has reported that the average person receives 92 business emails a day. However, AIDA isn’t just used to describe the sales cycle – it’s often repurposed as a copywriting formula – a formula that can be quite easily applied to sales emails.Īlthough the goal of an initial sales email is very rarely a sale, the four stages of AIDA can still be applied to copy designed to create interest, desire, and action – even if that action isn’t to make a purchase then and there, but just to make a further inquiry.
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