Your audience, whether it’s a client or a prospect of your agency, will judge an email by its subject line. Even though subject lines are a small part of your message, it’s essential that they entice and allure your email recipients or else they will never move on to read or even open your agency’s email.
After all, your agency’s subject line is the first impression they get. It’s time to get your agency to shine through their inbox and get your email content not just opened but read and clicked through!
Here are 12 steps we use to get our agency’s content opened and read!
Step 1: You must keep the subject line short and sweet.
Your subject line should be a maximum of 40 characters. It may prove difficult to get your point across in so few words, but it’s effective if it’s kept short.
Step 2: No one like big box/corporate robots.
Think about when you personally pick up the phone and call a company and can’t get a hold of an actual person. How frustrating is that? To have to leave a voicemail is not what, we want right? A huge NO NO is to never use “firstname.lastname@example.org.” Yes I repeat, never ever use this email address. Not only does it make it look less personable (therefore less likely for your recipient to open it), it also stops people from adding your agency email to their address book which defeats the purpose what you’re trying to achieve.
Step 3: Let’s face it; everyone loves the sound of their own name.
Adding personalization to your emails, like the recipient’s name, can add a feeling of rapport and will help you get them to open and read your email.
Step 4: You need, need, need to add preview texts to email.
If you do, watch your open rate increase. This is a something that you and your agency must do! Usually located near the subject line, the preview text gives viewers a glimpse into the email.
Step 5: Clarity is very important!
The goal behind the email should be clear, unless your agency is going for an elusive subject tone to entice your viewer. Be clear and your agency will get what it’s looking for out of your email marketing.
Step 6: Do NOT try to get your email opened by making false promises or by making a false statement.
This will lead to higher unsubscribe rates and that’s not good for your marketing ROI.
Step 7: A/B testing is not a good idea, it is a great idea.
You should use this on most of your agency’s content and your email subject is no different.
Step 8: Two effective subject lines are “Urgent” and “Today Only”
Starting your subject lines with something that creates a sense of urgency is a great way to increase your open rates.
Step 9: Sending an email at the RIGHT time with the RIGHT subject line!
5 o’clock on a Friday while everyone has either left for the day or is at Happy Hour is not a good time to push out an agency email. Time matters, so research and figure out the right days and time to push out your agency’s emails.
Step 10: Asking a question in your subject line can also draw readers in along with using numbers.
Engage with them by asking a question such as “Do you have enough liability coverage to protect your home’s equity?” Questions get people to think and engage with you and your agency.
Step 11: Make your recipient, whether it’s your client or a prospect, feel special.
We do this is by creating a subject line, such as “For our beloved customers only…” We have found this to help our agency open rates.
Step 12: PLEASE DO NOT overuse capitalization.
In fact, only capitalize your letters following grammar rules. Saying “OPEN NOW AND RECEIVE A FREE AGENCY T-SHIRT” isn’t going to get your prospect or client to open that email. Our stats say it will do the opposite. It will turn them off and they will not open it. It can also lead to higher unsubscribe rates.
These are 12 steps that our agency actively uses and I wanted to share them with other agency owners. I hope that you find these 12 steps helpful to your email marketing.
Great advice and helpful. I am going to review my system to make some improvements
Great article Chris!! Thanks for giving back in such massive ways to our industry. You truly Make a Difference 🙂