As a seasoned copywriter with over 25 years of experience, Mark Everett Johnson knows a thing or two about crafting effective email subject lines. During a recent SiPA/Mequoda Email Subject Line Smackdown webinar, Mark shared four key principles he follows when creating engaging email subject lines. These guidelines are inspired by the classic approach to writing attention-grabbing headlines but adapted specifically for today's digital landscape.
First and foremost, Mark emphasizes the importance of focusing on the reader's needs and interests. By offering a fast and simple solution, highlighting the benefits to the reader, sharing good news, and piquing their curiosity, you can increase the chances of capturing their attention and enticing them to open your emails. After all, people love reading about themselves, so make sure your email subject lines speak directly to your audience!
However, don't be afraid to experiment with different combinations of subject line archetypes, such as leveraging urgency along with targeted messaging, or playing on fascination alongside a strong call to action. Matching the right archetype with your offer will help ensure your emails resonate with readers and inspire them to take action.
Incorporating a mix of short and long sentences, varied sentence structures, and dynamic vocabulary can add depth and richness to your writing, making it more engaging and interesting for your audience. By implementing these techniques, you can create emails that capture your readers' imagination and motivate them to click through to your content. So go ahead, experiment with different approaches and watch your email campaigns flourish!