The Importance of a Good
Email Subject Line
Chapter Six Sample
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Chapter Six Sample
The Importance of a Good Email Subject Line


You turn on your computer. Log in to your Internet connection. Start up your email client. Wait to see your email messages come flooding in: 1 of 46, 2 of 46, 3 of 46... They are all legitimate business inquiries, right?

You sit there poised to scan and delete as many as possible before you even read them, just to cut the pile down to something remotely manageable.

We are all bombarded by email. Some of them are legitimate business correspondence; some are colleagues playing CYA ("see ya"); and some are solicitations, personal mail, junk mail, jokes, spam, and probably a few more categories I've overlooked.

With all of that clutter in your prospect's inbox, how do you give your email communication a chance of being read? There's really only one way: Write a great subject line.

To Read or Not to Read

The amount of poorly written copy is a real shame. (I have ulterior motives, so I actually open a lot of junk mail.) What's worse, though, is seeing examples of really good copy that will never get read because the subject line screamed out "IRRELEVANT," "SPAM," or, basically, "DELETE ME."

There are a few factors you can control when your email message enters a prospect's email client: the Subject line, the From address, the To address, and (on some clients) a preview of the message. (Yes, if you want to get fussy, the date, too).
The Horse DOES Go Before the Cart
Many marketers treat writing the subject line of an email like a minor effort. It's easy to see why. It's just a few words. Isn't it the 100-plus words in the copy that do the selling?

Don't be fooled. If you can't get your prospect to open your email, no amount of great copy is going to make a sale.

So, how can we make those precious febrw words in the subject line grab your prospects' attention, create interest, and make them want to open your super sales letter?

You put a lot of work into crafting the perfect email, right? But how much thought and creativity do you put into the Subject line?

Many people treat this important part of the email as an afterthought when, in fact, it is part of the first impression your readers will receive - one that can get your email delivered and convince recipients to open it and read further.

It's helpful to think of the Subject line of your email as the headline of a news story. The headline draws the reader in, enticing her to get the whole story.

With an email Subject line, however, you only have three to five words to do this.

This course will demonstrate some principles that work and reach your readers with a winning subject line. Keep in mind, though, that as with any copy, they begin losing their impact if you always follow the same rules.



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