Email marketing is one of the most versatile tools in any marketer’s toolkit.
For one thing, it’s the single most scalable element of any marketing plan: You can send an email to a hundred people, a thousand, or a million with minimal increases in overhead. Email is a universal part of the online experience, so you can reach practically anyone in the world.
Second, email is consistently the best option when you want to achieve outstanding ROI.
On its own, out in nature, an email is virtually free to send. Of course, a business needs a little more infrastructure than that: There’s email automation software to think about, as well as the extra steps you need to take for compliance with the CAN-SPAM Act.
The average ROI through email marketing is $36 for every $1 spent.
What’s the most important part of any marketing email?
The answer is Email subject lines. About 33% of recipients open an email based on the subject line alone; 69% of them report messages as spam based on the subject line. If you’re going to spend lots of time on any one part of a message, email subject lines should be your priority.
Here’s how to create email subject lines that really work:
Benefits have been the core of direct mail marketing since the very beginning. The right benefit not only drives your readers’ curiosity but pre-qualifies your audience:
That is, you can find out instantly who’s tuned in to a specific benefit. In the B2B world, benefits are relatively simple: Saving money or making money. It’s how you frame them that makes them interesting.
Examples
Asking questions is a great way to build rapport with your reader for one reason: It’s almost impossible for most people to read a question directed to them and not answer mentally. The trick is, the answer must be a yes or a response that makes them reflect on their goals. The wrong question will shut you down before you can even get started, as readers will dismiss it.
Examples
It might seem like your target audience is inundated with offers, but the human brain craves novelty and is always on the lookout for something even better. Stating your offer is a confident move that can accelerate the sale or other conversion. A good offer that’s fully aligned with a prospect’s needs will cut through the clutter even in a crowded inbox.
Examples
The social media age has brought a new wrinkle to the way people consume content, and it’s called FOMO – Fear of Missing Out. Even savvy B2B buyers experience FOMO, though they might like to think about it as “minimizing opportunity costs.” As long as you don’t go over the top, you can position your offerings as a huge opportunity that might slip through their fingers.
Examples
You can humanize your brand by addressing your prospects directly (using “I”) or telling a story about someone similar to them. Testimonials are also an excellent way to humanize the brand and incorporate social proof at the same time. Adding a little bit of personal flair can even work in B2B, since it gives you a chance to communicate the values important to your brand.
Examples
It’s good to get creative with email subjects – but whatever you do, don’t try to trick your readers. Some marketers might suggest creating urgency with subject lines like “I called, you didn’t answer.” Think about what you’ve just done: The equivalent of shouting “Fire!” in a crowded inbox when there was really nothing there. That’s a quick trip to the unsubscribe button.
Examples
Email subject lines open the door to long-term customer relations. Do them right and they will bring more motivated prospects to your door.