Oh, those email subject lines… so difficult to think about and write, yet, so important for success of an email campaign. As a matter of fact, getting your email noticed among hundred other emails can be a tricky task and having a great email subject line goes a long way in determining your success rate. At the same time, one cannot start a conversion if nobody opens your email.
Writing the best email subject lines, which can provide you an assurance that it will be read, can be a challenge, and one needs to be right on top of their game to get it done.
We have tried to cover a few of the mistakes in a subject line that affect most inside sales related emails. There are majorly two ways that salespeople commit mistakes with email subject lines. One is by using the wrong words and the second by having an inappropriate subject line.
Below are the word oriented subject line mistakes:
1. Using the word ‘Free’: This is one word that can hurt your own reputation. As a sales rep, your primary intention should be to let prospects know that whatever you are offering holds good value. By using the word ‘free’ in your subject line, you are giving a first hand impression to the prospect that you are just trying to get rid of the product from your inventory. The word ‘free’ looks attractive, but at the same time, it is an indication to the prospect that the product being sold is of less or negligible value. Moreover, there might be a situation where the price of the product does not matter to the prospect at all. All they need is the most appropriate product/service that would fulfil their needs. Therefore, with such prospects, if you use the word, ‘free”, you can end up reducing the chances of getting a proper sale.
2. Using the word ‘Guaranteed’: As much interest it generates, sales reps also know that the word is not true, as nothing in this world can actually be guaranteed. Recipients are naturally skeptical of emails whose email subject lines use this word. Remember, you are dealing with jaded readers who are looking for any excuse to just delete your mail from their inbox. Hence, be very careful before you add such a word in your subject line.
3. Putting a currency sign in the subject line: When was the last time you opened a mail that had a currency sign like dollar, pound, or rupee in its subject line. Emails with currency signs are often considered as spam because most fraudsters use such tactics to fool people. The best way to have currency symbols in your mails can to be to consider an emoji featuring dollar bill or dollar signs instead. It looks a bit more professional and the reader will think twice before considering it as a spam.
Below are the mistakes that symbolises inappropriate email subject lines:
1. Your subject line is too long: Email senders do not take this seriously but they need to know that having a long subject line can hamper the chances of it being read. It is more important to know that lengthier the subject line, higher are the chances of getting cut off. As a matter of fact, you never know where your email will be read. It can be a desktop or even on mobile. Therefore, try to be on the safer side by keeping the subject line short and sweet.
2. Your subject line is incredibly generic: Here is the reality of sales – If you were able to identify a buyer that seems a good fit for your business, other sales reps probably have too. If you were able to identify a prospect who is also an economic buyer, that person probably fields messages from tons of sales reps daily, in addition to all the internal communications he/she has to deal with. Making something bland like “Checking In” your subject line is a sure fire way your message will get lost in the shuffle. This is one of the biggest mistakes that most sales reps commit, but often forget the importance of.
3. One word subject line: There are certain instances, where the sender uses one word in the subject line. It is usually a ‘hi’, or a ‘hello’. Senders use these words to add mystery to the message sent. However, they do not understand that more often than not, these are considered as spam and it is for the same reason that it is considered as a ‘one word spam alert’. Rather than going for such a tactic, you can add a question in your subject line to add curiosity among your email readers. This way you can also assure yourself that your messages are getting all the required attention.
4. Grammatical mistakes: Everyone makes mistakes, and everyone also deserves a “get out of jail free” card when it comes to a grammar or spelling mistake, but it should not become a common occurrence. Make sure to use spell check, have at least one other person proofread your subject line as well as the rest of your email, and when in doubt, cross check again.
5. Having a misleading subject line: If you have seen an email with the subject line ‘Re:’, you would think that you have spoken to that sender before, and you probably opened it to avoid missing a potentially important message. If you realized that message was a first-touch prospecting email masquerading as a reply, you would probably be annoyed. Even if you do not hit ‘delete’ immediately and found the message something that can be looked into, you would probably be a bit sceptical about opening it. Your prospects feel the same way. Don’t mislead them even if you score a quick win. Treat your prospects like you want yourself to be treated, and always be straightforward and truthful.
Sending mails to an individual who is not even aware of who you are and what is your credibility takes a lot of effort and you have your task cut out. Imagine, will you ever pay heed to someone who is a total stranger to you. The answer for this is a clear and big ‘NO’. Therefore, as an individual focused on email marketing, you need to make sure that email subject lines are good enough, as it is what attracts readers the most.