Create Irresistible Email Subject Lines - Advice from a Pro
Mark Everett Johnson, a seasoned copywriter with over 25 years in the industry, has perfected the art of creating compelling email subject lines.
During a recent SiPA/Mequoda Email Subject Line Smackdown webinar, Mark unveiled four essential principles that guide his approach, drawing from the timeless techniques of headline writing and adapting them for today’s digital audience.
Focus on the Reader’s Needs
Mark’s primary rule is to centre subject lines around the reader's needs and interests. Offering a swift and straightforward solution, emphasizing benefits, sharing positive news, and sparking curiosity can significantly increase the likelihood of your emails being opened.
People love content that speaks directly to them, so tailor your subject lines to address your audience personally.
Experiment with Archetypes
Don’t shy away from mixing different subject line archetypes. Combining urgency with targeted messaging or pairing fascination with a robust call to action can be highly effective.
Finding the right archetype that aligns with your offer can make your emails more appealing and encourage readers to engage.
Variety in Sentence Structure
Adding variety to your sentence structures and vocabulary enriches your writing, making it more captivating. Using a mix of short and long sentences, along with dynamic word choices, adds depth and keeps your audience interested.
This variation can make your subject lines stand out in crowded inboxes.
Implementation and Experimentation
Mark encourages experimenting with different approaches to find what resonates best with your audience. Try various combinations and techniques to discover which subject lines generate the highest engagement.
Continuous testing and adaptation are key to mastering the art of email subject lines.
Further Notes
By focusing on the reader's needs, experimenting with archetypes, varying your sentence structures, and continually testing different approaches, you can craft email subject lines that captivate and compel.
Implement these expert tips from Mark Everett Johnson and watch your email campaigns thrive, capturing your audience's attention and driving meaningful interactions.
