from deleting the message unread. Which of the following e-mail subjects
would you be more likely to click on: “Make a MILLION DOLLARS Practically
Overnight!” or “Here is your free Report #1 on boosting your web site profits
through the roof”? You may have jumped at the first one, but think about it:
to most internet users, the first is obviously spam and would be deleted
without a second thought. The second subject line implies that not only have
you requested the information (and everyone receiving your autoresponder
messages will have requested the information; see the section on opt-in lists),
but you are receiving something of value for nothing. Be understated, but as
specific as possible with your subject line to ensure your message is opened.
- Compelling opening sentence. Let’s say you clicked on the second subject
line in the preceding example. You now have the message open, and the first
line is this: “Buckets of money will pour on you. Buy My program Now, for
only $495. It’s easey!” Will you read further? Chances are, you’re already
looking for the delete button. This opening is long on hype and short on
promise—not to mention riddled with spelling and grammar mistakes. But
what if the first sentence reads: “You are about to learn the secrets successful
web marketers use to make a killing on the internet.” Will you continue?
Probably. There is no outright pressure to buy anything; you are being given
something for free that will benefit you. So far, it costs nothing but a few
minutes of your time.
- Disclaimer. This should not be lengthy. Immediately following your
compelling opening sentence, remind people they are receiving your message
because they asked to be on your list. It will keep them from clicking the
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