Your Marketing Email – Which Ones I’m More Likely to Open

Intention: Since I usually have a look at hundreds of emails a day, I thought it may be of use to take a random list of marketers' email subject lines and subjectively analyse which ones I’d be more likely to open up and identify why.

Question: Do other marketers find a commonality here with my conclusions?

Ratings System:

5 Stars: 1 = no chance of opening, 2 = probably not, 3 = maybe have a look, 4, will probably have a look, 5 = yes will look.

(NB. Some subject lines will fit into a number of different categories).

Intro – One Million Emails or Bust! Or Savvy Openness Versus Skeptical Disenchantment

I’ve opened 10’s of thousands of emails during my 15 months as an internet marketer. During this time I have been sucked into some - initially - pretty appealing offers, but which then turned out to be a waste of time and money...although an important learning curve. In reality, I had fallen victim to a clever subject line, which led me to read the email, which contained further ‘clever’ claims to helping me make loads of money, quickly, with no – or little – cost to me, and very little work...sounds like a dream job hey? (NB. Read the disclaimer).

Since those early times, and after many trials, errors and learning, I now consider myself less likely to enter into most of these proposed ‘opportunities. ’ I quickly identify then by just reading the subject line, and delete them immediately. I believe that I’ve become a bit more savvy about: which offer is likely to have merit for my current business direction, which offers won’t even rate a look and will be deleted immediately, and which offers may prove to be ‘opportunities’ with some further research.

The limited Amount Tactics – I’m desperate for your product...please I will do anything to get it...

One of the main reasons we’ll buy something is due to the perception that we might miss out on something ‘special’. This is about addictive buying, and living in a consumerist world, most of us have been inculcated with the ‘limited edition’ message and we’d better be quick to snap up that amazing special bargain before it's 'gone' for good...yeah right!

Most of us have probably bought things not only because of our interest in the product/service, but because it’s unique or limited in some way (eg, only 50 sold; the marketer is not sure how long they can make it available; due to the ‘explosive’ popularity, the server has crashed and I’m working on making it available at such and such a point; want to make sure the value of the product is maintained so only a certain amount will be made available; unique limited edition; don’t want to make this ‘secret’ product available to too many; competitive bargain etc, etc).

We’re sold the idea that a service or product is supposed to make our lives better in some way...but does it really? How many products/services have you bought into, which don’t do what they claim? How many really make your life better? How many eBooks do you have, which you’ve never read, or read just a bit before losing interest? Was the ‘secret’ really worth it? (I’m speaking from my own experience here and I have tons of eBooks all claiming amazing things, but when it came down to it, the majority I didn’t need and were bought out of this ‘desperation’ to have heaps of products just because it seemed like a wonderful bargain at the time...mind you, I have followed through with some of them).

Rule of Thumb – delay for at least 24 hours.

One rule of thumb for me these days is to not immediately buy something despite the ‘limited’, ‘only 10 available’, ‘first 20 people’, ‘price will go up’ etc, tactics that marketers use to get you to buy NOW! I’m guilty of using these tactics at times myself, so I won’t buy it straight away if it’s over $70, and I will leave it for a day or two to think about it and check it out further.

The Email Subject Line

So getting back to the email subject line, what is it in the subject line that piques my curiosity to have a look at the offer? Alternatively, what‘s in the subject line that won’t even rate a look?

As a side comment, it would appear that some marketers don't care about the integrity of their offers. Do they hope that a percentage of uneducated (Newbies) people will take it up in the hopes of 'making their fortune' automatically, leaving them to spend time playing golf or attending their families? Is this their intention? The illusion of hope? Are they even aware that most savvy marketers will just delete it? (the latter is an assumption at this point).

So as marketers, we want people to look at our offers. If I assume that most marketers are honest and interested in ethical marketing, and are interested in their reputation and long-term growth for their business, then we need to be careful about not only what we are selling, but how we are representing our products and/or services. The subject line is the ‘first port or call’ in this instance and will potentially make or break our offers.

The Red or the Blue Pill

Of course creativity still has a place here and whilst I think it important to clearly and honestly represent your product, you can still be creative as well. I find that if the offer is from someone I trust, and the title is creative, clever, humorous or witty, then I would most likely check it out.

Having said that, there are many subject lines that won’t even rate a look from me...let's have a look at some of them:

COMMANDS: Designed to sound authoritative and tells you exactly what to do.

Examples:

1. Watch This!...(I’m serious, watch it now) (*)

Pro: Curiosity effect, and may want to check it out.

Con: no idea what it is about? Probably a video. Personally don’t like watching too many videos...take a while to download, some stutter, while the content usually moves you to find out more by ‘opting’ in. Don’t like being told what to do and would not bother here.

2. Download these 4 FREE Gifts! (*** to ****)

Pro: know the author, regularly sends ‘free’ things and have checked out a few of them. I would more often than not open these and whilst a command, doesn’t create resentment because it has freebie potentially involved.

Con: usually ‘gifts’ require an opt-in which means even more endless offers.

REACTIONARY: Designed to provoke an emotional response

Examples:

1. I’m Been BURSTING To Tell You About This! (*** to ****)

Pro: this author is excited about something, and excitement catches on. It’s potentially viral in nature, as it’s positive and the author feels excited about something that would appear to be worthwhile. Has a curiosity effect as well.

Con: can’t tell what it’s about, so depending on who it’s from, I may or may not give it a miss. There’s a ‘grey’ area here and if I know and trust the author, I might be ‘inspired’ to check it out. However, the ‘from’ says it’s from someone who has an online business, so I get a sense of what it’s about.

2. => Name, it doesn’t get any better than this <= (** to ****)

Pro: personal, know the marketer somewhat, suggests an ideal state for something, so I would initially open this as it sounds positive.

Con: would also probably delete it after receiving it and there are no further variations in email, doesn’t tell me anything it at all

HUMOR: Designed to be light, clever and/or funny

Examples:

1. The Boss Is Sick Give Away! (****)

Pro: clever title as most people would understand about ‘bosses’ being away, and therefore suggests that you can do or get away with things you normally couldn’t if the boss was there. Fairly clear title and I know what a ‘give away’ is and have participated successfully in a previous one – not from same author. So would probably check this one out. I know the author as well. I respond to humor – if in good taste, which of course can be subjective .

Con: there’s a lot of work in ‘Give Away’s’, so might not be ready to do another one at this point. Can I take it seriously?

2. The Hare and the Tortoise (****)

Pro: in itself not funny, but the fable is well know and has light approach. I know the marketer, so I would more than likely open this up.

Con: doesn’t tell me a thing about the service/product. From anyone else, still may have a quick look, but would most likely not take it seriously.

CURIOSITY: Designed to elicit curiosity

Examples:

1. Frankly I’m Puzzled (****)

Pro: know the author and have had several of these. It elicits curiosity as it taps into human nature to find out why someone is ‘puzzled’ about something. Initial receipts of these type of email subject lines would elicit a strong click rate from me...apparently some honest communication is offered?

Con: depending upon my time and mood, I may have a look at this, just to satisfy my curiosity. Can fall into reactionary category, because it suggests that the author has a problem with me in some way? I only say this because this author has expressed this to his subscribers on a few occasions due to apparently lack of interest in certain offers. This can backfire and have subscribers resenting this attitude and they might ‘opt-out’. However, if the author is a ‘guru’, then they might not care about a percentage of people opting out.

2. I CAN’T SEE YOU – ARE YOU THERE? (** to ****)

Pro: what the!! What’s this about, why can’t the author ‘see me’? It’s got me curious, so I would probably open this one.

Con: Shouting at me via upper casing, no clue what it’s about. Single Christian name in the ‘from’, and not sure I recognise...may bypass as a bit 'sus'.

3. The Red... or the Blue Pill? (**** to *****)

Pro: know the author, link to the popular Matrix line and invites you to either stay in a false life, or take a chance and open up to an adventurous ‘real’ life, clever, creative and has a strong curiosity factor.

Con: no idea what it’s about, if you don’t know about the Matrix, then will have little meaning.

TIME LIMITED TACTIC: Designed to create urgency to buy as you might miss out

Examples:

1. URGENT: Name, gets paid to send emails...(Secrets Revealed) (* to ****)

Pro: the word in upper case ‘URGENT’ attracts attention immediately. Personal address and I know the author, so I would at least read the subject. Clear subject, so I know exactly what is being propose, although I don’t know the finer details. Something I don’t know about could be revealed and this appeals again to our curiosity.

Con. Savvy marketers are less likely to respond to urgency, knowing that it’s probably just a time tactic. Savvy marketers know that ‘secrets’ is another tactic which assumes that because you don’t know about something, then you’re missing out, or worse still, losing money and are more likely to stress because you don't have it.

2. Last Chance Name (*)

Pro: know who it’s from, personal, know what it is in relation to as have received previous emails, if I had been still deciding, then it works as a reminder to make a decision.

Con: annoying because I usually make a decision quickly to not buy into something, and yet I still feel the old pressure tactic at work here...creates some resentment here.

PERSONAL: Name, ID, designed to suggest a relationship or permission has already been established and the email is valid/safe

Examples:

1. Name , get 500 free e Books and win instant cash here... (3 days left) ***

Pro: not clear what it’s about, but free stuff usually attracts, winning something attracts, time line lets me know how long I got to check it out. Curiosity factor, may want to find out what it’s about. Could end up being a good opportunity.

Con: no idea what it’s about may result in me not bothering, always ‘sus’ about ‘free stuff’ as it usually means getting you in to something that will cost something...or I could be tempted to upgrade to something ‘better’ along the way

2. Name, thank you...here is a new download page... (****)

Pro: personal, know the marketer, polite, offering something for me to download, would probably check this out as I trust this marketer

Con: doesn’t tell me what’s on this new download page.

CLEAR: Know exactly what email is about

Examples:

1. FREE! Your own lead-pulling squeeze page ( * to *****)

Pro: although name not in subject, I know the marketer, so I would clearly read the subject line. Very clear, so I can quickly assess whether I could use the offer. Can’t miss the ‘FREE!’

Con: Sus about ‘free’, and take this with ‘a grain of salt’. Very few things of value are free. Still, there have been some offers which have had worth.

2. Discover How To Get More Traffic...(*** to *****)

Pro: clear, open, invites to learn about a specific subject

Con: not personal, however from a subscribed-to club.

SCAM or 'SUS": Designed to ‘trick’ you into offers, clear hype with incredible wealth offers, with minimal or free costs, and time involvement, implied payment or money owed to you. Unethical use of emails system.

Example:

1. Payment Notification – and/or Your Commission Cheque is waiting for you etc. (* to *****)

Pro: as I get ‘payment notifications’ from PayPal, I inadvertently have opened these emails on a number of occasions. Creates excitement as I think I’ve made a sale and want to see what I’ve sold.

Con: sucks me into opening up something which is not what it suggests. I resent this and try to block the author and/or delete it immediately. Would not ever consider the offer, as I think using emails in this way to be deceptive and unethical...and reflects the ‘honesty’ level of marketer.

2. Regarding Your Facebook PayCheck (* to *****)

Pro: another subject line that implies that you have some money. I use Facebook and have done some advertising, so initially I thought there might be some money or payment owed to me. The subject is clear and I know precisely what it’s about.

Con:just another misleading email which hypothetically asks whether you’ve been paid – in this case Facebook – today and asking ‘what if’ Facebook paid you for your activity. Mind you I haven’t checked out the possible opportunity for this one, but I resent these types of emails and future ones will get immediately deleted.

3. >>>MAKE $24,000 in ONE HOUR! No GIMMICKS!<<< (*)

Pro: certainly catches your attention, amazing opportunity if true, apparently the author is a ‘successful internet marketer’, can unsubscribe.

Con: non personal (dear friend), wild unrealistic claim, preys on wishful thinking...if only it could be that easy, states no gimmicks, but trust factor with this one extremely low.

POSITIVE: Designed to be positive and/or offer a solution **

Examples:

1. The Solution Video!! (** to ****)

Pro: Clear, personal, it’s apparently free, and apparently provides a solution to the ‘difficulty’ of harnessing the power of Twitter.

Con: Unless I’m dissatisfied about harnessing Twitter’s power, I probably would not bother.

2. Name, New Free Download to Harness The Power of Twitter! (*** to ****)

Pro: Clear, personal, it’s apparently free, and apparently provides a solution to the ‘difficulty’ of harnessing the power of Twitter.

Con: Unless I’m dissatisfied about harnessing Twitter’s power, I probably would not bother.

SUMMARY

One of the best ways to get prospects to our campaigns, blogs, sites and offers is via email marketing. Although this article is not extensively researched and is by nature subjective, some conclusions can be drawn. This is generally the approach to marketing emails that I adopt.

1. Commands don’t travel well for me and I usually ignore them, unless something free is offered. They have a strong chance of causing resentment as most people don’t like being told what to do.

2. Reactionary: Can travel well if positive.

3. There is a place for creative, humorous, witty marketing subject lines. I find them very powerful in that they provoke my curiosity and I’m more likely to find out more. Once I open the email up, I’d be more inclined to see the offer. In a nutshell, they are usually enjoyable to read.

4. Time Limited: can have a reminder function, but usually I find them tactical and false. Launches are by their nature time restricted, but other than that, I’m highly skeptical.

5. Personal: Usually get a look, especially if I’ve opted-in, or have bought something from the marketer previously.

6. Clear: I respect these ones as they save time by giving me a clear idea exactly what the offer is about, so it becomes a quick look or delete.

7. Scam/Sus: delete

8. Solution offered: will check them out...especially if the subject tells me what the specific solution is in relation to.

Recommended Resources:

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2. Vince Tan’s Profit Email Club, where you can gain access to lots of resources and videos that will give your Email Marketing a boost...

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