Email marketing is one of the best ways to promote you and your advisory business. It’s low cost and high return, offering an easy way to directly engage with your clients and prospects. When done right, it offers more ROI than other forms of marketing. We are in a digital age and as technology is rapidly increasing, there are fast and convenient ways to automate and personalize your marketing campaigns. However, amidst all the technological innovations, there are some things that technology can’t quite help with and one such thing is email subject lines. Email subject lines take us back to the basics of email marketing because, without good subject lines, your email will never be read. Below we will go over why email subject lines are important, what you should include in them, and killer examples we’ve seen from financial advisors.
Why Are Email Subject Lines Important?
When someone sees your email, the first thing they tend to see is your subject line. No matter how great your actual email content is, it won’t make a difference if your audience isn’t compelled to open your email. Your subject line serves as a first impression- if you don’t deliver a good one, people likely won’t want to look your email further. As seen in the chart below, 47% of email recipients decide to open an email based on subject line alone. This goes to show just how important it is to create attention-grabbing subject lines. People are busy and their inboxes are constantly flooded with emails. The way to make sure you get seen is through these couple words.
Elements Of Best Email Subject Lines With Advisor Examples
1. Curiosity- “Hey, quick heads up”
Curiosity is a good element to include in your subject lines in order to boost open rates. As humans, we have the desire to know what’s going on. So, leverage on human nature with a subject line like this. By saying “hey, quick heads up,” people will wonder what you are reminding or telling them about. Creating a subject line that invokes curiosity is great, but it’s just as important to make sure the content in your email reflects that subject. You don’t want to get people excited to open your email and then face disappointment. With a subject line like this, offer industry advice, tips, information about a promotion that’s about to start and/or end, etc.
2. Empathy And Personalization- “[Prospect name], when X gets tough, we’ve got your back”
Another element of a great email line is empathy. People want to feel like they are being understood, so go ahead and show them that. Research your prospects and understand their pain points. The “X” in this subject line needs to be something that your prospects actually care about. A subject line like this will demonstrate that you understand the prospect’s problems, and that you can provide a solution. Your email content can contain things like infographics, blog posts, ebooks, information about your services, etc.
A hidden element in this subject line is also personalization. Adding the prospect’s name is really important because it sounds like you are talking directly to them and we, as humans, like to feel special.
Email subject lines that are personalized by including a name boost open rates by 10-14% across industries.
3. Exclusivity- “[Name], not many people know this, but … ”
A subject line like this triggers both exclusivity and curiosity. People seem to get a unique sense of satisfaction if they know things that other people don’t and having unique knowledge is something that we strive for as a society. In addition to feeling exclusive, this subject line taps into people’s curiosity which as we mentioned is another great element of a subject line. You are inclined to click on the email and see what exactly is it that many people don’t know? As always, the content in the email needs to deliver what you promised in the subject line. With a subject line like this, it’s really important that you truly provide unique information. If you provide what seems to be an obvious statistic or an obvious tip, you might lose your prospect’s trust. Content in this email can include alarming statistics or news.
4. Reminders- “Are you still interested in [solving X challenge]?”
Who doesn’t love a little reminder? This subject line is great if you want your prospects to revisit or rethink about something in particular. For example, if you saw a group of people recently checked out your blog posts on how to save for retirement, you can send those people an email with the subject line “Are you still interested in learning how to save for retirement?” This gives a little nudge and might make your prospects give your website a second glance.
5. FOMO- “You ONLY have one day left to X”
Perhaps one of the strongest psychological things to tug at in your email subject lines is fear of missing out (FOMO). People want to be included, and you can invoke FOMO by conveying urgency and/or scarcity. In fact, subject lines that contain include words like “urgent”, “breaking”, “important” or “alert” increase open rates.
6. Shortcuts- “[Name], here’s how you can save for X in 3 simple steps ”
Last but not least, another element of great subject lines is conveying shortcuts. Laziness gets to the best of us, and any message that can conveys that you can make your prospect’s life easier increases the chances of them clicking on your email. Appropriate content for this type of email includes infographics, checklists, easy-to-read guides, etc.
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About The Author
Namisha is a Content Creator at Twenty Over Ten, passionate about fostering community growth. A Bollywood enthusiast, she loves to travel and hopes to experience all seven wonders of the world.