When you’re putting together your direct mail marketing campaign you’re going to want to think about getting the very best subject line. There seems to be endless options but in fact by sticking to just a few tried and tested methods, you’ll find your success rate begins to increase as you tap into your customer base and leave the rest behind.
When you’re creating headlines for your business, consider the following options:
Not all questions are good questions
Take a look now in your email inbox and you’ll probably find some kind of direct mail asking you a question. Often it’s along the lines: have you seen the latest…?
While these questions are worthwhile and can certainly help in starting the story, often the answer a potential customer will give is a simple “no” and move right along with their day.
This is where you have to be smart and appeal to the particular needs of your customer. The answer to the question, of course, must be found by your customer following through the call to action whether that’s opening the email fully or clicking through to your website.
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Think creatively
Boring subject lines don’t get read, they barely make it into the inbox before they’re filed away into the trash. Now is the time to think of eye-catching, exciting sentences that make an impact straight away. Maybe you’ll invoke a celebrity’s name or elude to one course of events then quickly make a turn on opening the email.
Don’t go for too long but don’t leave your reader with just a few words either. It’s a skill but use around 9-12 words to fully engage your potential customer.
Read and read again
Really, don’t make mistakes. Nothing looks worse than poorly written or misspelled subject lines. They make you look unprofessional and your products shoddy. If you want your customer to click and visit pro-motion.ws then give them a professionally written error-free reason to do so.
Looking like you’ve spent some time, care and attention on your message will pay dividends in the long run.
If you want to make doubly sure that your subject line is clean, well written and does what you want it to do, consider setting up a test group and monitor their reactions. Try and find people within your target customers’ age, background and demographic. Have them give you an honest response as to the effectiveness of your email and make any changes if necessary.
Done well, direct mail marketing can be an effective tool for drawing people in towards your product or service but making that initial contact and getting past those trash folders is often the highest hurdle.
To stand your best chance, make sure that your subject line offers something that your customer really wants. Only you, through extensive customer profiling, will be able to tell what that is but make it clear in the subject line what it is that you’re offering. Be clever, think smart, creative and funny and you’ll have those emails opened up in no time.