Get Your Message Opened By Writing Compelling Titles

While a lot of Internet marketers put a great deal of effort into building their Internet home business, far less thought is often given to permission-based e-mail selling campaigns. Yet, not just what you say, but how you say it in an e-mail can make or break your sales campaign. Internet marketers should therefore spend as much time on their e-mail copy as they do on their website copy.

The first thing that people will see when they checked the e-mail in their inbox is the sender’s name and the title of each message that has come in. So if you are running a permission-based e-mail selling campaign you will want to pay close attention to the title of your e-mail.

Obviously, you want to identify yourself in the sender field, so make sure that when you set up your e-mail account you give it an appropriate name. Since e-mail marketing works best at the personal level, it is probably a good idea to use your own name and other company or corporate name when you set up the account.

Since you have identified yourself in the sender field, there is no need to waste space doing so again in the subject field. In point of fact, the title of your e-mail should be as compelling as possible.

Don’t forget that people are in a hurry and will not carefully read every subject but scan through their mail for the most important or interesting messages. Anything that sounds like sales, even if it makes it through the spam filters, will almost certainly be deleted without even being read. Your objective at this point is not to sell but simply to get your message opened.

It is a tough job, but the title of your e-mail should sound friendly and natural, while also enticing or comping the reader to open the mail. Whatever you do put in the title, make sure that it is in harmony with the content of the message, otherwise the reader will feel that you have played a trick just to get the e-mail opened.

One technique is to have your title allude to the content of the message without being too explicit. Use words such as “this” or “here”, “you”, “your”, “I”, “my” etc, ask a question, or end with “…”.

An email title might go something like this:

Have you seen this?

Here’s what you need to get started…

This is what I forgot to show you…

This changed my life.


However, what works with e-mail titles changes over time, because when something is seen to work people begin to copy their technique and as more people are exposed to similar techniques they grow wise to them and learn to ignore them.

Most auto responders allow e-mail marketers to automatically insert first names into the title field of their e-mail. While this may be seen as a great way to personalise the title, the increasing use of this technique may ultimately render it less effective as people learn to associate seeing their name in the title field with a sales message.

For these reasons, it is important that e-mail copywriters learn to develop their own techniques when writing titles. Rather than trying to be clever, some e-mail marketers may enjoy good results with well targeted e-mail campaigns in which each message is topped by a straightforward title briefly explaining what is inside.

If you take your e-mail selling seriously, you will want to set up a split test to see which headlines yield best results.

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