HOW TO GENERATE EMAIL FIRST-CLASS ENGAGEMENT

from July/August 2021

SUPPLIER NEWS

News {Business Development} Six Tips On How To Generate First-Class Email Engagement

By Adriano Aldini, Imprint Canada

Do you want to write emails that get opened, read, and responded to? ere is one tool you have that can determine whether your message goes into a prospect’s “Junk” folder to being opened immediately; that tool is your subject line.

Your subject line is one of the most important parts of your sales email. Every metric - from open rates onwards - depends on how well your email subject line is written.

Once you understand what makes a subject line engaging, you’ll be able to produce them with ease and see your email engagement take o . So, what makes a good subject line anyway?

1. KISS

e acronym in this case is “Keep it Short & Simple.” e ideal length of an email subject line varies between mobile, desktop, and tablet devices, so you must keep this in mind as you write your subject lines for your sales email. Generally speaking, the maximum subject line is about 60 characters long before it gets cut o by the email provider. A subject line of 41 characters or less ensures that each word will appear on a recipient’s desktop, mobile, and tablet devices.

2. Get Personal

Including the prospect’s name is good move to enhance open rates. Keep in mind that where you’re sending the email from is also extremely important because people want to hear from, talk to, and buy from other people, not from big brands and companies.

You can have the most personal subject line, but if the email is sent from a strange email address, your email will end up in the trash, or worse, marked as spam.

The quality of your email’s subject line will dictate engagement

4. Make it Interesting

People judge whether or not to open your email based on your subject line. Making the subject line interesting could mean a number of things depending on your recipient and respective audience, so use this brief list to nd an angle that you think your prospect might care about. • A recent news story or statistic about their industry • A question about a project they just started or nished • An ask for their help e key to each of these angles is this: none of them are about you and what you have to sell! You’ll have plenty of time to pitch your product in the body of the email and on future calls, but the primary goal of your subject line is to get the prospect to click, read more, and decide if they’re interested enough to respond or take action.

e rst two things people look at in their inbox are the subject line and the sender’s name. Use a familiar name. If possible, send the email from a real person. In a world of endless spam and email bots, personalizing your sender address breaks through the inbox clutter.

Avoid sending your sales emails from a generic address like sales@thiscompany.com. For example, ‘Steve from Eclipse Media’ works well because the reader will recognize the company and the name adds a personal touch.

5. Try To Create Urgency

Time sensitivity is a powerful tool. ere is a bene t in knowing that they could miss out if they don’t at least see what the limited-time-only promotion is. Be careful not to rely on this all the time. You could risk annoying your prospect with constant urgent requests.

6. Avoid Spammy Emails at All Costs

Every metric - from open rates onwards - depends on how well your email subject line is written.

3. Always Deliver Value

is is what it’s all about; how are you delivering value? Do you o er a product or service that the prospect has been looking for? Any deliverable that o ers value to the recipient are angles to consider including in your subject line.

A sure- re way to annoy prospective clients is to send an email with a subject line that doesn’t live up to the actual product, or service you are trying to pitch. Feigning urgency or value where there isn’t any, is the best way to being agged as spam.

Incorporate these tips and watch your engagement rate with prospecting emails improve.MAS-12 MAS-12

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