I Have Some Explaining To Do…

I have some explaining to do…

My last article: “Email Subject Lines are not IMPORTANT” drew an enormous amount of response – positive and some negative.

As I said in the article, “I will upset a few copywriters here.”

Here is what one copywriter guy who got his knickers in a knot said.

“Kurt, you can’t assume that your experience is reflective of all e-communication in general.  I can tell you that, from my experience, your assertion is simply wrong. 

Split-testing subject lines is pretty standard these days and we test the heck out of most of what goes out.

For starters, when the recipient is an opt-in who **decided** to receive monthly promo emails from a specific brand (this is the only kind of emails I write), what the subject line says matters a great deal.

What’s interesting too is that, sometimes in split tests, the email with more opens will generate less revenue.  

For instance, a teaserish subject line may generate more opens by curiosity, but if you announce a specific savings — say, an e-coupon of $50 off — you often get much fewer opens but the few who DO open are the ones ready to spend money.

I’ve been split-testing open rates with at least eight major brands, and I’ve found that the subject line matters a great deal. What we also find is that what drives people most to open the email is not creativity or curiosity but CLARITY.”

I responded:

“Hi, I didn’t say it was reflective of all e-communication in general.  It appears you are dealing in a market where you have NO personal relationship with your customers. 
You are talking about ‘monthly promos’.

For me email marketing is about 1. The List – 2. The Relationship with your list and 3. The Offer you are making. You seem to be jumping from the 1 straight to 3.  

The Relationship is so important. I look at the life time value of the customer.

Am I wrong??

Maybe in your eyes but email marketing is not about Promotions.

I deal with existing businesses, who KNOW their customers. It’s the mum and dad businesses. It’s the corner grocery store. It’s the small to medium businesses which are the backbone of Australia.  

Corporations don’t email market. They use email to send out brochures.  

Sure email headlines will get better responses in this type of situation but it is not as important to the everyday business which make up 70% of the workforce in Australia.  

It is what the customers think of YOU which is more important than a fancy email subject line.

Happy to keep debating because it is not about spending money on a promotion.  It is about how much your customers will spend with you over a life time.  That’s what is important to me and my customers.”

             *************************************

My article did provide evidence of where Email Subject Lines also work.

I have found over the past 5 years subject lines with ‘doom or gloom’ seems to get higher open rates.

To back me up a former client, now very good friend, Vicky Gardner from “Sanctuary4Souls”
sent this to me a couple of days ago.  It was a statistic she had from a recent email.

Hi Kurt –

“The email had a 30% open rate 😉

Pretty happy with that!”

Vicky’s email was number #1 of a five part email series, something she really grasped from my teachings, and proved to be an outstanding lead email to whet the appetites of her subscribers.

Guess what Vicky’s Subject Line was…

“Hi Kurt – Are you dying…?”

It certainly grabbed my attention. 

I thought, “I hope not !”

The whole point of my article: “Email Subject Lines are not IMPORTANT” discussed WHO is sending the email is more important.

If this email was not from Vicky I would have deleted it straight away.

So, if you are into emailing your clients to build rapport and to have long term relationships then make sure you have an email name and address they will trust and recognise.

Then build rapport and a build relationship.

To learn more how to do all this here are three very affordable and easy to read Kindle Books which outline how to get the best out your email marketing.

1. 7 Killer Tips To Email Success ;

2. Beat The Spam Filters Legitimately;

3. The 8 Different Email Types Revealed.

Grab them today, they will provide you with mush help and guidance with your email marketing campaigns.

Believe In Yourself

Kurt

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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