Ep.86. How to reel them in: Other types of email headlines for you to use

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When you make your email headlines attractive baits for your readers, you’re sure gonna get quite a big catch.
When you make your email headlines attractive baits for your readers, you’re sure gonna get quite a big catch.

Drafting an email takes time and strategy. Never, ever, make send on in a hurry- this can easily result to loss of opportunity. Like fishing, throw the bait, which is your email subject, and then reel them in. This podcast is a follow up on last week’s topic about making good email headlines for your customers. How do you make them open that piece of mail that you’ve sent them?

Of course, before anything else, do make sure that you have an email list. Make one for every website that you have. You wouldn’t want to visit your site one day and see a quarter of a million views without any means to contact your visitors. David Pritchard’s personal example sent shivers to David Counsell. After having that email list, draft an eye-catching subject header using these types: the list, the intriguing promise, the seasonal headline, the command, and urgency. There are a lot of examples in this episode, so make sure to take notes! Happy listening!

In this Episode

00:00 Opener
00:57 Welcome to David versus David, the podcast for the small and medium business owner, where we discuss all things like marketing, advertising, web-related, and all that good stuff
01:11 Greetings from the somewhat dark and wintery UK
01:35 Greetings from the sunny Hobart, Tasmania
02:03 Hobart has been getting the most amazing auroras all summer
02:53 Do they move and dance around the sky? Some of them do
03:35 David Pritchard is tempted to go down south because it sounds warmer there
03:56 David Counsell had been to Norway but did not see any auroras there
06:01 Last week, we were talking about the different kinds of email subject lines
06:31 This is because you want people to open the emails that you are going to send them, because hopefully, you’ve taken the effort and time to build an email list in the first place
07:03 David P’s first website didn’t have a means to get an email address: after two years, he had about a quarter million visitors in his website and he had no idea how to contact them
08:11 You can segment your larger email list so you can send some of them emails that are particularly interesting for them and not to others
08:26 But above all, if you have a website, have some form of collecting email addresses. A small list is still a list
09:09 Preferably, learn from other people’s mistakes
09:19 This week, we’re following up on the various types of subject lines
09:53 Why not use a good subject line to increase readership
10:19 The split test is not at all hard. Do not fall into the trap of sending emails all at once
10:48 Just send ten out and test the result that you get from it. Don’t be in a hurry to cross it off your list
11:21 If your list consists of twenty to fifty people, then you’re just going to have to hope for the best with those ten. But if you have a thousand people, send it out to fifty in two forms
11:49 If you get ten opening in one and thirty-five opened in the other form, guess what’s going to happen with the other nine hundred sent out
12:09 So there are two main things: one is to have an email list, and the other is to split test it when you send out an email
12:14 Third is to think about the subject line
12:22 Another type is List. If you can work out a way to get a list into your headline, it will definitely increase the number of people that will give your next paragraph a look
12:46 You can have a bit of fun with it
12:50 Examples of List-type subject lines
13:11 Some more conventional examples
13:50 An example for the dog collar business
14:12 It’s easy to come up with the list: Don’t come up with the headline before you come up with the list
14:26 “Six dog collars you’ll see in vogue this summer”
14:46 This one is pitching for the marketplace we are interested in
15:26 Get you list in place first, then work on your headline that addresses the marketplace that you’re interested in
15:49 Put yourself in their shoes: What would make them interested?
16:09 Next type is: A headline that offers an intriguing promise
16:32 An example in Australia, “Find your lost superannuation”
16:47 Even David C still did what they said
17:00 Cast the line out and reel them in; offer that little bit of intrigue that makes them go, “Oh, that could be me!”
17:30 The content of the email must at least partially include the content that your audience is after
18:18 You can’t overpromise and under-deliver
18:36 You’ve got to give them a substantial chunk of the information and then give them a reason to find out even more through you
18:46 David C’s weekly email example using the intriguing promise headline
19:28 Honestly, you can’t share the entire marketing secrets even if you tried, it would take a lot of time
19:42 A variation of the intriguing promise headline: teasing your audience
19:53 There might be a hint of a question, or a story, something interesting to read
20:26 An example: Do people go to your website when your business is closed?
20:46 What should follow in the email content is an interesting story, and then focus people on some aspect of your business at the end
21:44 Another example
21:57 Another type: The seasonal headline
22:17 “Let your mother know you’re still alive.” This one’s for Mother’s Day, mind you
22:33 New Year’s Resolution and Weight loss: these two go together all the time
23:12 Keywords: for leading people to your blog posts
25:03 Another type: a Commanding headline
25:10 David P uses this on parts of the email sign up sequence
25:22 Because he’s a good boy, he sends out a thank you email. They’ll know that it’s you and not another spam mail
26:18 It’s like telling people what to do in the email; an instruction
26:49 It will be direct and fairly blunt
27:07 This is also linked to Urgency. Create scarcity
27:46 Remember: faking scarcity is not a good thing
28:10 The commanding headline and urgency work well together
28:28 When you’re sending out emails, don’t just send out one. Send three. And send them out in a timed way
29:35 Plan out your emails
30:12 Take note of the emails you get in your inbox. What makes you click on an email?
30:30 Copy and file it for you to use as basis in the future
31:07 That means that you’re not starting with a blank canvas
31:46 A piece of useless trivia: the sexiest accent in the world is the English accent
32:19 After that is the American accent. This is going to be an open can of worms…
32:46 David P’s day is getting better by the second
33:05 And of course, the conversation returns to sports
33:27 Wrapping up
33:29 You can find us at www.davidversusdavid.com
33:35 And also in our facebook page, www.facebook.com/davidversusdavid
33:40 Visit David Counsell’s LinkedIn page. David Pritchard’s is coming up
33:46 Of course, on iTunes, leave us a glowing 5-star review
33:53 You can also like our personal websites David Counsell’s www.infernopromotions.com.au and David Pritchard’s www.d10solutions.com
33:58 This is the end of a rather long episode
34:06 Look up the other ones on the website list
34:19 Goodbyes from the, now, sunny UK, and the big blue that is Paradise. See you next week!