Technique #1: Prepare to compete.
The first and most important piece of information that you need to have permanently implanted in your brain is that you are not sending email to email addresses. You are sending email to real, live human beings. These humans that will receive your email are much like yourself. They all are busy people who weren’t sitting there with baited breath waiting for your marketing email message to arrive in their empty inboxes.
Technique #2: Answer the ‘what’s in it for me’ question.
You’ve got 50 words, tops, to answer that question. You must give the recipients of your marketing emails a very good and substantial reason for taking their valuable time to see what it is that you have to say to them in your marketing email.
Technique #3: Don’t promise more than you can deliver.
Don’t be overly zealous in your subject line. You can’t deliver world peace, so don’t make a promise that you can’t keep. Keep it real. Keep it on point.
Technique #4: Study newspaper headlines.
Newspapers have headline writing down to a fine art. Pick up your local newspaper and note how headlines are written. Pay attention to the ones that grab your attention.
Technique #5: Don’t practice recycling.
That may not sound very environmentally friendly but we aren’t talking about plastics or paper; we are talking about marketing email subject lines.
Just because a subject line that you used last month was effective, it doesn’t mean that you can simply change a word or two and recycle it.