You will be doing a major disservice to your captivating subject lines if the content in your message does not deliver. A well written subject line will convince the reader to give you a moment of their time, but it is your content that will encourage them to go even further. It's like the intriguing story that follows the detailed synopsis of the book we talked about earlier.
Following are some ways to make sure your subject lines and content are connected and flow in a seamless transition:
Initiate the Conversation - You do not have to be a seasoned copywriter to be a successful email marketer. All you need to be is a professional who understands what your audience wants and how to convey it in language they understand. Of course you may have to switch up your tone depending on the segment, but being conversational and genuine in your approach will enable you to strike up powerful dialogue whether you are communicating with business executives or parents looking to save money on school supplies.
Get Right to the Point - Email users have a habit of scanning over messages instead of reading them entirely. Whether you want to blame it on hectic schedules or being made lazy by the luxuries of today's on-demand world, your content must always be clear, concise and to the point. Even if you have a lot to say, you want to get to the juicy details immediately. Trying to cram everything into an email window gets tough, but you can maintain clarity by breaking your text up with bullet points, making sound use of colors and graphics, and taking advantage of good old white space.
Incorporate and Maintain Your Unique Voice
- No matter what you’re selling, you need to develop a voice that speaks to your audience. This voice should reflect the identity of your brand and remain consistent across your email campaigns
. Is it the voice of your company CEO, editor, or the marketing team? While you could try to develop a different voice for each role, switching personalities may cause confusion and leave you with a brand identity crisis on your hands.
Find Balance Between Text and Images
- Beautiful images can work together with ordinarily boring copy and turn your email newsletter
into a winner. With that said, this is only the case when your newsletter has an optimal balance of text and images. Having too many images or images that are too large could trigger a spam filter. If your message is composed of long blocks of text and one small, barely noticeable photo, the lackluster response may be equivalent to using no images at all. Being able to find that perfect middle ground is essential.
Present Your Offers Wisely - Email is a great promotional tool, but how you present its offers will play a huge role in determining the success of your promotions. Your focus here should be getting the reader out of the inbox and into the next stage of the customer cycle. Should you start off promoting your solution without diving into the benefits first? Will the subscriber still be interested after reading your introduction? Actual placement of your offer can be a tricky endeavor but the key is making sure you are crystal clear and do not distract the reader. This is definitely not the time to pour your five best calls to action into one message.
Create Actionable Content
- Whether your aim is to sell, entertain, or simply provide information, your content should convince the reader to take a specific action. While being able to concisely explain the features of your solution is good, clearly outlining the benefits is what will get them to react. Your copy, call to action
, and supporting elements must tell them exactly what they need to do next. You want to create content that drives the reader to explore your website and take the action that meets your defined objective.