Struggling to write subject lines that will get your subscribers to click through and read your email? In this video, we’re going to go over my framework for how I create effective email subject lines.
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0:00 – Introduction to How to Write Subject Lines that Work
0:49 – Remember PIE
Personal – typically this strategy is used by creators or by small brands. But the purpose behind this is that the creator or the small brand is trying to connect a human aspect of their own story or experience into their email subject line.
Insightful – this relates to something in which the subject line is aimed at capturing the attention of the reader, because it’s revealing something new that the reader didn’t necessarily know.
Emotional – these types of subject lines are all about the shock factor. They’re all about generating some sort of visceral reaction from our subject line to prompt us and encourage us to click through and read that email.
2:50 – Example #1: Adding Hot Sauce to Your Life
This is an example in which we’re applying both personal as well as emotional language in our subject line.
It’s personal because it includes language like your life, which relates to me as a reader and tunes me into understand what’s in it for me.
It’s emotional because it uses the phrase hot sauce, which naturally invokes a reaction to think about something red or just a certain feeling versus living life normally.
3:30 – Example #2: What do you say, partner?
In this example, Noah is trying to be personal again by using phrasing like “partner”, which is something that relates to writing towards me as reader and also it potentially is covering something slightly insightful because what I want to know is after he’s asked this question, what is he trying to say?
4:04 – Example #3: Old dog learning new software tricks
This subject line could be repositioned in a much more powerful way.
Thinking a little bit more, he might’ve come up with something like, “Three software tricks I learned that you can, too.”
5:23 – Example #4: “$100 Life Upgrades
Noah is using the I in the PIE framework, insightful. He’s capturing our attention by potentially sharing something that we might not have thought of before we read his email.
It could be more powerful if we will reposition this with something along the lines of, “$100 Life Upgrades that Can Change Your Life.” It makes it a little bit easier for us to connect with him as the reader.
6:04 – Example #5: How to get customers (no matter your business idea
This subject line is both insightful as well as personal. Insightful because it’s covering a topic like how to get customers and it’s personal because it loops in about how it doesn’t matter what our business idea is.
7:04 – Example #6: I Paid a Pro $2,142 to Upgrade My Setup
This is a great subject line because it covers all three aspects of the PIE framework.
7:50 – Example #7: Best of the week, 8/19/20
This subject line is probably the weakest of the seven we reviewed.
This might be a little bit insightful of a subject line because it’s covering the top picks for the week, but it pretty much misses the mark in terms of the framework of covering something personal or emotional in any regard.
8:47 – 3 Subject line tips
1. Make sure that you’re connecting your experiences with your readers.
2. Use numbers whenever possible.
3. Try to apply at least two aspects of the PIE acronym into your subject lines.
11:09 – Two Big Takeaways to Remember:
1. Remember to use PIE all the time.
2. Apply the PIE framework on people you follow.
✍️ COMMENT BELOW:
What is the best email subject line that you have ever received? And which aspects of the PIE framework apply to that particular email subject line?
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If your email marketing is
falling flat, stick around. This video is the first of several
in which I'm going to share email Marketing tips that gets you
more clicks, sales and opens. Stick around with me until the end
when I go over my number one method for Getting an additional 10% email open
rate with less than five minutes of work. If you find these videos helpful, be
sure you smash that like button below. By doing so you'll help more small
business owners, entrepreneurs, And self-starters find this video. As usual, feel free to jump around
and review anything we go over With the following timestamps. Without further ado, let's get into it. Tip number one is to use mail-tester.com. If you're new to email marketing,
then you're probably a chicken running With its head cut off right now. And so using a tool like
mail-tester.com can help you out. It's a free tool that you can use to
send a test version of your email too To see whether or not it's going to
get triggered by any spam detectors. It also run a check for your
domain to see whether or not your Domain is on any black blacklist. In case you didn't know, if you send
too many emails, they get marked as Spam it'll impact your deliverability. So, it's really important that you're
sending emails that pass the filters And aren't getting marked as such. That way your future email campaigns
don't get impacted negatively. What this means is that in the case, in
which you are blacklisted, your email Might not even end up in the mailbox
of the person you're trying to reach. Mail tester is also great for
detecting potential words that Will flag these sorts of filters. Common words are things like
free or discount or reward. Look, the reality is that in today's day
and age, everybody is getting bombarded With sales emails every single day. So, the first and most important
rule of email marketing is to make Sure that your emails are even
making it to people's inboxes. Comment below if you agree that
you think that you get way too many
Sales emails, every single day. Tip number two is less "I",
or "We", and more "You". If you want to know the number
one way that you can have somebody Not give a hoot about your email,
it's by talking about yourself. That could be talking about your
sales, for business or your life. But the reality is that
honestly, no one cares. And so one of the easiest ways that
you can improve your email marketing Is to focus more on your customer. In other words, look for the situations
in which you're talking about your own Business or yourself by using words like
"I", or "we", and try to think about How you can reposition that phrase to me
more focused on your potential customer. This isn't rocket science,
but we make this mistake all The time in email marketing. Even the biggest brands make this mistake. So, make sure that you don't. I know that when it comes to my company,
whenever we release a new feature, we Are super tempted to send out an email,
sharing all about this feature in all The work that we put behind the feature. But the reality is that your customer
won't actually care about the feature Unless you position it around them. No one cares about the background
research that your product manager did In order to make this feature reality. They only care about how
it's going to help them. Find key opportunities to work
in more words like "you" or "your" into all of your emails. As a result, you'll start to see that
there's an increase in your open rates When you use this in your subject
lines, as well as engagement and click Throughs in your actual email body. By the way, in case you're new
here, I teach you sales, digital Marketing, and entrepreneurship
with new videos every single week. If that sounds like your cup of
tea, hit that subscribe button and That notification bell to get new
videos every single week that take You from zero to self-starter. Also, I know these first
two tips for money.
So if you haven't already hit that like
button, be sure to do so right now. Tip number three is to make your
call to actions, ELI5-proof. What that means is to make sure
that it's super simple, that a Five-year-old could understand it. A call to action is exactly
what it sounds like. It's when you want your user
to take a particular behavior. That could range from doing things
like clicking into an article, clicking Into a page or submitting a form. The reality is that unless you're
this skim or morning brew and you Have a full-time team of dedicated
copywriters, you can benefit From cutting down on your CTAs. I want you to ask yourself, what is the
one CTA that you want your reader to take From this email that you're sending them? Think about it from the lens
of your ideal customer profile. If they were to read your email
message, is it crystal clear What they need to do next? Since I went over how to start a tutoring
business in a prior video, let's assume That we're an online tutor trying to
sell bundled services to our clients. A bad CTA would fall along the
lines of, "feel free to get in Touch with me if you'd like to
schedule a block of sessions." A better CTA could be something along
the lines of "click here to save on Your next five tutoring sessions." That button would then take
the user to an explainer page Where they could then check out. Notice the big difference here. In my first example, I'm being
super passive about my ask. Whereas in my second example, I am
being much more direct and aligned To the benefits to my client. So bottom line, if a kid would
struggle to understand your CTA, Then it can be made even better. Two more easy ways that
you can improve your CTAs. The first one is you can use carrot
tops to essentially signal to the user To click a particular link in a plain
text email, or if you're creating a Nicely designed HTML email, you can
make sure that you use a button that
Has a bold color, like a Royal blue
and put it against white color text. Tip number four is to
tease out your next email. Have you ever watched a Marvel
movie and thought about how Brilliant the directors are? The reason why I say that is because
they get you to watch an entire movie. And also, in most cases, the end
credits for that extra 30 seconds to a Minute that teases out the next film. Comment below if you're one of
those people that sticks until The end, when it comes to Marvel. What's brilliant about this tactic is that
it builds anticipation for the viewer. Here we are just sitting
back in our chair. We just watched a great movie and
we're watching end credits for three To four minutes at a time just for
that extra 30 seconds or a minute. This teaser gives us just enough
excitement in order to look forward To the next time that we're going
to be back in theater, watching The next Marvel movie and waiting
for that next exclusive trailer. However, this behavior
didn't happen overnight. It had to be conditioned with our audience
and the same thing applies to emails. An easy way to boost your list
engagement and to get more users Excited about the next time you email
them is to tease out the next thing That you're going to tell them about. Here's what I mean. Let's say that we're sending an
onboarding email sequence and we want Our user to create their account. Your first email would be
something along the lines of, "Welcome aboard to our service. Here's the next steps in
order to set up your account." Most email marketers
would simply stop there. They wouldn't actually outline the
next steps after they've initially Set up or confirm their account. But a better email marketer would then
take that opportunity to tease out the Next thing they're going to go over. They could do this with a simple line
along the lines of, "Tomorrow we're going To go over how to create your first XYZ."
Most people would save all the
next steps for the second email. But the problem with this approach is
that it doesn't build any anticipation Or excitement with our user. A simple way we can improve this
is by simply wrapping up our first Email with something along the lines
of "Tomorrow we're going to go over How to create your first report
so that you can X, Y, Z benefits." Notice the difference here
by simply teasing out what They're going to get tomorrow. They have more of a reason
to open up the next email. I've done this strategy before with five
day and seven day campaigns in which I'm emailing a person every single day. And I've seen the same sorts of
open rates as normal campaigns That are more spaced out. And I think the reason why is because
when we're able to build some anticipation For our next email, people are more
forgiving and more accepting of Receiving more correspondence from you. Ultimately, we just want to give
them as much value as possible. And that's one of the
benefits of this approach. It absolutely works. And I know you're thinking, Oh, they're
just going to unsubscribe even more, But I promise you, as long as you manage
the expectations, it can actually help Your email engagement quite a bit. Tip number five is super simple. And it's to resend your emails. Guys, if you're not doing
this, you are missing out. I've tested it in multiple niches before
on different lists and it always works. It's honestly as simple as exporting
your first campaign and figuring Out who has opened your email
and then resend them that email. You can either change up the subject
line if you want, or just send the Actual same email because they might've
missed it the first time in their inbox. Personally, I like to include a
line that goes along the lines of, "Just wanting to follow up since
I know you could benefit from this Email, let me know what you think." By doing so you're not just
following off with somebody.
You're actually telling them again
and reaffirming to them why you are Emailing them in the first place. Every time I've done this, I get
on average, 10% more opens to that Original message that I wanted to send. Ultimately things come up. So you want to give your prospects and
your customers multiple opportunities To see the message that you are
trying to communicate to them. If you use a service like
ActiveCampaign, they make it super Simple for you to resend your
campaign to those that don't open. So, be sure to check them
out if you haven't already. Two big takeaways from today's video. The first one is to keep your
emails focused on your customer. At the end of the day, they don't
care about you or your business. They only care about what you or
your business can do for them. So, keep the subject and
all eyes on your customer. Ultimately, if you can't speak on
why your email benefits them, then You shouldn't be emailing them. The second big takeaway is to make
sure that you tease your emails and That you're resending campaigns. It's really important that you're
building excitement every single Time that you're reaching out to your
customers and that you're resending Value when you know that it's an
important message that your customer May have just missed the first time. Now it's your turn. Tell me in the comments below what
your favorite email marketing tip is. I'd love to hear about it, and I'm sure
others in the community would as well. I read and try to respond
to every single comment. If you like this video, you'll
love my email jumpstart kit, and You're going to get a ton more of
my email marketing tips for free. So be sure to check that out in the
link in the video description below. If you haven't already, do me a
favor and hit that like button below. By doing so, you'll help more people
that are trying to improve their Email marketing do so with this vide. That's it for this time thoug.
If you guys like this video, you're
going to love my next video, because I'm going to dig even deeper into email
marketing tips with another five tips. In the meantime, be sure to
check out these videos that YouTube thinks you might like.
