Run, Don't Walk from This Email Headline Strategy

Open rates are a key metric in email marketing. After all, if your list doesn't open your email there's no way for them to see the brilliant content inside.

 Thus, the rise of email subject line hacks.

To be clear, I'm not talking about subject lines that inspire someone to click (good); I'm talking about “hacks” (not good). So, I'll dive a bit into both--and why the second is such a bad move.

Clickable Subject Lines (Good)

I'm So Excited to Share This With You

This Totally Changed My Thinking

This Is Important

3 Things That Changed The Way I do X

This is Close to My Heart

Try X This Weekend

The Answer to X

These work, because you can deliver on the promise you made to your audience by sharing what you said you would.

 Subject Line Hacks (Bad)

Re: Yesterday's meeting 

Following Up on Our Call

Sorry I forgot the send the attachment

Great Meeting You

*To be clear, these subject lines are fine if you're using them literally. However, marketers are using them to engage prospects. They're bad if you never had a meeting, call, request for attachment, or intro--this is a tactic to get someone to open a cold email because they'll think it's a warm email.

These subject lines WILL boost your open rates. And marketers are using them right now to sell their ad, marketing, and business masterclasses. 

 But here's while I'll tell you to avoid this “new best practice” at all costs. Because, you get clicks by tricking your audience. 

And is your big, final goal open rates? Nope, open rates are a step toward your goal. Your goal is to convert the person reading the email to a customer. To get them to buy from you. People generally buy from people we like and trust.

Think of it this way: One question I ask clients when I'm redoing their marketing copy is: How do you want your reader to feel? 

I feel duped when I open one of these emails; and annoyed when I delete it the moment it hits my inbox, because I know I don't know the sender.

Another question I'll ask clients: Would you walk up to someone and say this? In other words, would you walk up to a prospective customer and say: 

It was so great meeting you yesterday. That is, if you came to my webinar; and if you didn't here's the free replay. 

OR

Sorry I forgot the attachment--that'll change your life once you give it a try!

Authenticity is more than a buzzword. Repeat customers are the most valuable and people stick with experts they trust.

Your end goal isn't artificially inflated open rates. It's the relationship you build with your audience.

So, even if a ton a people with great Instagram ads about their 6 and 7-figure communication business are in your inbox with these tactics, I highly recommend you don't follow their lead.