Dec 08

How To Write a Subject Line that Grabs Attention


A subject line is potentially the most important element of an email message. Why? Because the subject line is what a subscriber sees in their inbox. It determines whether they will open the message or send it to trash.

Don’t worry though. I have a few suggestions to help you write better subject lines.

Here are 7 Tips to Optimize your Subject Lines:

1. How readers see your subject line

The subject line is the first text recipients see after your sender’s name when an email reaches their inbox. Some may see the full subject line. Others may only see a few words.

So, consider how the subject will appear for different readers.

2. Shorten your subject line

Oftentimes, people check emails from their mobile device, so it’s better to keep it short yet sweet and catchy. If you write a long subject line, much of it won’t be seen by mobile viewers.

So, make your subject line concise. Remember that your reader recipient will likely scan their inbox quickly, looking for a message to open and read.

3. Use an announcement teaser right in the subject line

If you have something new and exciting to share in your email, show that eagerness in your subject line. That includes an update about your business, product release, or your organization. Sharing an announcement with your email subscribers is great because as readers they feel like they’re the first to know about this update.

4. Be unique to stand out in the inbox

 To write a great subject line, you need to understand who your audience is. Know your value proposition and how to communicate it. Share how you can help.

Think about what your business is specifically known for. Highlight that in your subject line.

Don’t hesitate to put your business name right in the subject line. This is especially true if your company’s name is well known. Just don’t overuse this technique. By the way, you can use your name or the name of someone mentioned in your email to get attention.

Many people will open an email simply based on the sender, so don’t miss the chance to reinforce your specific business.

5. Avoid spam words

Subject lines that use aggressive hype will be marked as spam. Avoid loud punctuation, all caps words, and multiple exclamation points. Instead of focusing on promotion, try offering your expertise and sharing information your readers will find more useful and appreciative.

6. Use deadlines

Be careful about inciting a sense of urgency with your subscribers. Don’t be misleading or fearful.

Mentioning that a sale ends tomorrow or counting down the days until a new product’s release might be interpreted as spam. And it will increase unsubscribes.

7. Test your subject line

Last but not the least, test your subject line before sending your email to a single recipient. You can run it by a teammate or a friend and get feedback about how engaging the subject line is. You can also work with an email copywriter.

You can ask for feedback to determine if there is something you need to change.

When you’re in a rush, you won’t have time for this extra step. Make sure you build a queue of email messages to send out. That will allow you more time.

Implement Best Practices and then Measure Results

Subject lines can both negatively and positively impact your email marketing campaigns.

Consider the best practices above when writing subject lines. You have your own perspective and style when it comes to email copywriting.

There is nothing wrong with asking for help. Look for tips.

One great best practice is to use an email subject line swipe file. Copy and paste subject lines you like into the file. Then, refer to it when writing a new subject line.

Keep an eye on your email analytics. Review the numbers. How are your emails performing?

I hope the tips above will help you in the future. Comment below to share your email tips for writing subject lines.

Oct 20

Add Statistics to Make Your Emails More Credible

When writing, one best practice is to verify the content of the articles or information you are reading. As a writer, strive to make your messages more accurate by supporting ideas with facts and statistics.

Around 80% of people check their email messages daily.

In fact, the average person receives from 100 to 120 emails per day. And that doesn’t include spam or junk mail. That’s a lot of information.

Look for strategies to help you write better emails.  Email copywriting is the skill of writing messages that both add value and encourage people to take action.

Adding statistics to your emails not only makes them verifiable, but it also gives depth to the information you’re providing your readers. Research shows that emails with statistics increase responses by 51%.

Here are 3 Tips to Add Statistics to Your Emails:

Tip #1 – Use a statistic as the foundation for your message

First, consider the types of content that bloggers create.

Consider these statistics from Orbit Media.

The most popular type of content among bloggers are:

-How to articles (76%)

-Listicles (54%)

-Ebooks (45%)

Clearly, readers are looking for information and answers. When you add statistics to your email messages, it will support your key message.

You can easily find a statistic to support your content.

Tip #2 – Outline your content and insert a statistic

As explained earlier, listicles are one of the most popular blog post styles writers use. A listicle is a form of blog writing where the content mainly consists of lists. For example, the “top four things to do after starting a business”.

You can use the same strategy for your email messages.

Write your blog post or email by outlining your topics and where applicable, insert the statistics related to the content. This will show the depth of your research as a writer, and provide a different perspective for your reader to better understand your topic.

Let’s say you want to write a listicle on ways to protect your computer from hackers. You can start laying the foundation using a statistic. For example, 2,200 cyber attacks per day equates to roughly 800,000 people being hacked per year.

Then, you can go deeper. Share a statistic regarding antivirus software. For example, in November 2021, around 77% of people with computers used antivirus software to keep their computers protected.

You can see how adding statistics will enhance your writing and make your point. And your emails will resonate with your readers.

Tip #3 – Share your opinion and interpretation of the statistic

Numbers don’t mean anything without interpretation. For example, you might say that around 55% of people in the tech industry don’t think that crypto will succeed. Be prepared to explain what that means.

You can interpret it by saying: “this means that only a little more than half of tech experts think that crypto will be successful. So before investing in cryptocurrency, you have to do thorough research. Remember that every investment is a risk”.

In this way, your readers will have something concrete to understand. So, rather than just putting random numbers and statistics in your email, share your insights.

Help your Readers Gain a Different Perspective

Statistics are a powerful tool to include in your emails and blog posts. It will increase the credibility of your articles. And, your readers and potential clients will gain a new perspective.

They’ll trust your content. And that will help them get ready for the next step in working with you.

Start today. Look for statistics that will enhance your content.

Oct 13

Make Your Email Copy Concise and Conversational

Would you like people to read your marketing emails and take action?

An effective approach is to write clearly and simply.

Concise language is plain and simple.  Use the most effective words to get straight to the point.

Eliminate unnecessary phrases.  Write in an active voice.

Here are 3 Techniques to Write Results-Oriented Emails:

Tip #1 – Write in a Conversational Manner

Conversational writing is easy to read and understand.

Get to the point.

Use a conversational manner in writing so people feel like they are being addressed personally.

If you’re writing a marketing email, a conversational style can help you connect with your readers on an immediate level while increasing readability.

Another technique is to tell a story.  Stories communicate information emotionally.  And stories are easier to remember than just facts.

Write in a way that the reader will feel as if he or she were talking to a friend.  One way to do this is to use contractions. Write “it’s” rather than “it is”.  It’s a small difference,  but it is more informal.

Writing in a conversational manner may take a bit of time to practice too, but once you understand how,  you will always be able to use it as an effective tool to improve your email marketing results.

Tip #2 – Use Common Language Rather than Complex Words

Simple and common words are better than complex words because they help you express your message clearly. Complex words create an obstacle to understanding.  It slows readers down and makes them less interested in what you have to share.

Replace complex words with common words. It will allow your readers to concentrate on the ideas and information.

Tip #3 – Edit Until The Copy Is Tight

When writing an email message, consider the length. Is it necessary to write a long email? The simple answer is no.

One best practice is to tighten up the copy by making edits.

A tight message conveys meaning in a concise manner.

Look for the essence of the message and stick to it. Remove extraneous ideas that are not central to the message.

Replace negative words with positive ones.  Ensure that your message can be read easily and that your audience will understand your message.

Improve your Email Copy

I encourage you to write clearly.  Express what needs to be said without unnecessary words. Use the fewest possible words without sacrificing meaning. It will make your writing more understandable and concise.  And more effective!

Sep 08

Strategies to Add More Subscribers to Your Email List

One of the challenges of email marketing is growing your list.

It’s difficult. You have to be very deliberate and strategic if you want to add more subscribers.

Is your email list growing or shrinking?

If you are not adding new subscribers to your list, your list will shrink. People will opt out over time.  If you don’t replace them, your list becomes smaller and smaller.

Clearly, you want growth. And growing your list translates into growing your revenue.

Grow Your Email List

You’ve probably heard that phrase, “The money is in the list.”

It refers to the fact that you have an opportunity to communicate with your readers and share offers with them.

And when you make offers, people tend to buy.

When you enroll a new client, think of the lifetime value of that client. How long will they stay in relationship with you? How long will they work with you?

Karl Murray said, “Focus on growing your list all of the time as newer subscribers are more engaged, adding to healthier open rates and ROI.”

Karl has a good point. These days, you have to be concerned with how your email list is performing. Email marketing companies want to see high open rates. Low open rates are a sign that you have little influence over your list. And that is considered the sign of a spammer.

And email marketing providers want to eliminate spammers.

So, how do you avoid being labeled a spammer?

Implement Lead Generation Systems

As Karl mentioned, you need to bring in a steady stream of new leads.

And that means you need to implement new lead generation systems.

In fact, at some point, you may need to consider running online ads in order to attract people to your website.

A good landing page with a great lead magnet free offer can build your email list with hundreds or thousands of people interested in your message.

And by the way, there are free strategies to generate leads. I will share more details on that in the future.

In the meantime, start working on ways to get more people to opt in to your email list.

Aug 25

Step Up Your Marketing By Sending Emails More Often

This is fascinating.

How often should you send email messages to your list?

This is a question I get from clients periodically.

Is there a right answer?

Like most things, it really depends.

Ultimately, you need to think about your audience. How often do they want to hear from you?

Here’s a quick statistic from Hubspot that gives us a clue:

“35% of marketers send their customers 3 – 5 emails per week.”

Sounds pretty reasonable, doesn’t it?

Now some email experts say you should send one email message every day.

That’s just unrealistic for most small businesses.

It takes time to write email copy. And it takes time to determine your email marketing strategy.

I would suggest you start by evaluating your past approach. And then improve upon it.

For example, if you tend to send one email per week, then send 2 emails per week.

Make a slight improvement. Step up your marketing.

To your success.

Jul 21

Tips to Set a Goal for your Email Copy

One of the challenges in using email marketing is simply choosing what to write about.

Once you decide how often to send emails, you need to get started in writing the email copy.

And that requires a strategy.

What process do you use to decide what to write about?

What is the sequence of messages you plan to send to your list?

And what can you write in the email message that will increase the likelihood someone will read it?

Seth Godin said, “Why waste a sentence saying nothing?”

What he means is that you should be selective when writing and sending an email message. Words matter.

One of the keys to write a great email is to take the time to edit it.

Editing is the process of reading, reviewing and deleting content. Then, writing more. You can choose different words, better words. And it will increase the value of your message.

Great writers are good editors. They know when to remove a sentence that is unclear.

Email copy needs to be written in a sequence that helps to accomplish your goals.

You should have a goal for each email message, even if it is to simply add value.

And if you want to persuade your reader, you need to think through the process. Consider how to influence your potential client to take action.

And remember that one email alone does not have to accomplish your entire goal.

The best email marketing is divided over a clever sequence of emails.

Are you good at editing email copy?

I would encourage you to learn the subtle art of editing email copy.

Feb 15

Sharing Productivity Tips with Your Audience

Whenever we burn out from working, it can be difficult to jump back in and get productive again. As a coach or speaker, your audience is no different. All professionals eventually, and on more than one occasion, come to the point in their day, week, or month where it just isn’t in the cards to be productive anymore. But it can be. If your audience has experienced that inevitable roadblock, then they’ve also been frustratedly racking their brains to figure out a way to get back on top of everything. You might be able to help them out by sharing some productivity hacks.

Here are some Tips to Get Started Writing this Blog Content:

Think about what makes you productive

Sure, you’re writing for your audience, not yourself. But, as a coach or speaker, they value your opinion and want advice from you. So why not give them what they want? Think about the ways in which you tackle a slump in productivity. It could be something you’ve never thought about, so it might be a tactic you didn’t even realize you were using. Think deeply about your experiences: maybe you wrote a list once and dedicated yourself to finishing that list before the day was over, or maybe you listen to music every day when you work. Whatever it is, it might turn out to be a helpful productivity hack for your audience, so you should share it.

Now think about your audience

It always comes back to this: value. If you’ve been reading this blog series, you know what I’m talking about. Whenever you’re writing a blog, you’re creating value within it for an audience, whoever that may be. So, when you’re thinking about productivity tips to recommend, think about who your audience is. For example, if you know many marketers or social media experts read your blog posts, maybe include tips for that audience of creatives. If you’ve found certain activities, like exercising, meditating, or reading help clear the mind for the creative process, share it with your creative friends!

Conduct your own research

You want to share your productivity tips with your audience, but you want to do it to genuinely help them, not simply to share more content. So don’t include tips you found on other blogs or just productivity hacks that come to the top of your mind when you think of the term. Really dive in and figure out what productivity is for you and your audience. If you’re struggling to come up with tips and tricks to share, try out a few new productivity strategies during your workday. Ask others in your industry and even ask your audience what works best for them. This is where the truly valuable content can be found.

Whether you already have a concrete productivity process or not, you will benefit from reflecting on your experiences and sharing your best ideas with your audience through a blog post. Not only will your audience find value in it for themselves, they’ll also see you as a trusted source of advice and keep returning to your website.

Feb 08

Tips for Coaches and Speakers Writing a Blog Series

 

Writing one blog post in itself is a daunting task for anyone, including coaches and speakers. Figuring out what to write about, writing it all down, and getting people to read it can be difficult. If you find yourself struggling with this, it might surprise you to know that there is a better and easier way.  A blog series could be exactly what you need to get out of that rut and start stepping up your blogging game.

There are numerous advantages to writing a blog series as opposed to many stand-alone posts. Firstly, if you struggle with coming up with new blog ideas on the spot, don’t fret; once you pick your blog topics, you won’t have to worry about coming up with new ones for the duration of the series.

Blog series can also influence people to stay on your site; by linking back to other posts in the series, your readers will visit other pages of your website and blog.  If they read more than one of your posts, chances are they’ll recognize your blog as a source of information and keep coming back.

Most importantly, blog series show you know your stuff. You can write one post about speaking at an event, but if you create a whole series about different aspects of speaking at an event, this will showcase your knowledge and establish you as an expert in the industry.

Tips for Creating and Publishing a Blog Series

1. Use an editorial calendar.

An editorial calendar holds you accountable by helping you stay consistent and on track with your posting. You can create and schedule topics, keep track of the progress of your blogs, and document whether it was published or not. For tips on creating and using an editorial calendar, read my post “Driving Content Marketing Consistency Using a Blog Editorial Calendar”.  By the way, be sure to add a link to the blog post once it is published.

2. Keep Each Post Short and Sweet

Getting straight to point of your topic is the way to go these days. People are searching for advice and answers from you, and they don’t have all day. They want information right away. If they find the information they’re looking for without having to read a 1,500 word blog post, then they’ll keep coming back to you because they know you’ll tell them just what they want and do it fast. If you want to read more about creating genuinely useful content for people, read my post about sharing tips and tricks.

3. Set Aside Time in Your Schedule to Write

Sitting down to actually write your blog posts is the most important part of creating your series. Outlining and scheduling topics is great, but you need actual content to publish. Whether you’re doing the writing or you have someone writing for you, a good strategy is to set aside time to write the posts. If you know exactly how long it takes you to write a post, set aside that specific amount of time in your schedule and stick to it. This will ensure your blogs get done and are ready to publish when the day comes.

At the end of the day, a blog series is worth the work you put into it. If you do it right, you’ll gain a larger following and people will recognize you as a leader and teacher, which is how you want to be viewed whether you are a coach or speaker.

Aug 20

3 Tips to Create Useful Content that Demonstrates your Expertise

If you read the first blog post in this seven-part series, you’ll remember learning about the value of spotlighting on your blog. This is just one kind of content you can tackle with blogging, but there is a multitude of other topics. This second post of the series will highlight tips and tricks for creating content that your audience will find genuinely useful, and that are easily shareable through social media and email.

Know your Audience

Creating highly valuable content doesn’t happen without understanding the desires of your audience. The key phrase here is “value”. Who do you want to find your content “valuable”? Once you pinpoint your target audience, the next step is understanding what they want. As a coach or speaker, your audience wants advice and tips. Don’t just throw information at them that you think they want. Share highly valuable content. Ask them what they want, or analyze which blogs or speaking engagements of yours they found most interesting and helpful by listening to feedback or reading comments.

One of my favorite techniques is to send a survey. You can survey your audience using a service like SurveyMonkey. Simply send an email with the link. If you ask great questions, you will likely get some great feedback.

Share. Share. Share.

Whether you are a coach or a speaker, you live to give advice and share your knowledge. In my experience, I have observed that some experts are often reluctant to give away their secrets. And the reason is they feel like they should charge for their best ideas. As a result, they end up sharing less than valuable information. So, prospective clients that receive that information, that content, end up not being impressed.

Instead, you need to give away information that demonstrates your expertise. That will attract a following and lead people to a next step in working with you. Once you’ve attracted these people to you by sharing your valuable content, the next step begins. By starting with building trust and rapport you are now in a position to begin offering your services. When people perceive that you are an expert that can help them, and they have a need for your services, they will take advantage of opportunities you share.

Create Clever Titles with Relevant Keywords

These days, a lot of people search online using phrases like “how to” and “best ways” or “best practices”. This is the kind of content people are looking for everyday: tips on how to do things and advice when doing them. This rings especially true within the coaching community.

Create blog titles around common questions your readers ask, but make them catchy. The “catchier” the title is, the more opens you’ll get from email and more links followed from social media.

Sharing a series of tips, strategies, techniques or secrets is a great way to create blog content that can be shared through email and social media.  Not only will readers find value in your content, they will keep coming back to you as a trusted source, and maybe even invest in you in other ways in the future.

Jan 09

Creating Goodwill with your Joint Venture Partners by Spotlighting them on your Blog

NOTE: This is the first in a series of 7 blog posts.

One challenge that holds many speakers back is not reaching a large enough audience. To be recognized as an expert or Thought Leader in your field, you need to reach more people online.

Your blog is a great platform to help expand your reach. By embracing your blog as a tool for promoting not just your business but also your business partners and associates, you will begin to increase traffic to your site. In other words, more people will come to your site, read your blog posts, watch your videos, sign up for your webinars and opt in for free resources.

As a coach or speaker creating your very own blog messaging strategy, you’re participating in a creative and strategic process. You’re brainstorming new topics to write about and you’re including important topics around your brand and events. One of those such topics is to put a spotlight on someone you’re working with, such as a Joint Venture partner.

This blog post is the first of 7 in a series focusing on blog messaging strategy that will outline some tips for featuring a JV partner on your blog.

Cross-Promote Your Joint Venture

Depending on the nature of your partnership, you should promote the project you’re working on to bring attention to it. This would be great to do especially if you’re hosting a webinar, live seminar, Facebook Live, or telesummit with another coach or speaker. Don’t simply mention it on social media. Write a blog or a series of blogs surrounding the event. Make sure to include the date and time of the event, as well as a description and bio of your partner and their brand.

The more you invest in sharing details about your partner, the more you will benefit and the more they will benefit. You will be creating a great piece of content they will want to share and that will attract more people to your site. How cool is that?

Feature Their Content on Your Blog

A more indirect but flattering way of featuring your partner is pointing to a piece of content they published. Find something relevant to your Joint Venture or simply ask them which piece they’d like to share. It could be anything from a blog post to a video. Talk about why the topic is important and, as always, add value for your readers by connecting it back to what they look for in your content. Why should your audience read this other speaker’s content? Give people a reason to want to read it.

Acknowledge an Event You Attended

Another way to feature a Joint Venture partner is by acknowledging an event you found particularly powerful and influential where they were a speaker or host. Make sure to discuss your experience and include takeaways, or significant things you learned while attending and listening. This shows that you have an appreciation for other speakers and that you’re constantly learning from them. This is both valuable to your readers and your Joint Venture partner. It gives your readers more exceptional content and advice, and it gives more readership to your partner’s blog.

Spotlighting or featuring your JV partner is beneficial for all parties involved. It brings attention to your partner’s brand or blog, it emphasizes your working project, and it shows your appreciation and willingness to learn from other coaches and speakers.

Rick Cooper
Digital Marketing Consultant

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