In my last post, I dissected a subject line similar to what lot of financial service professionals might send out if they wanted to try something “edgy.”
We discussed why that subject line may not accomplish what the sender hoped to do and explored some ways to make it stronger. You can read that post here.
Let’s expand on that idea a little more today.
I won’t take up too much of your time, but this information deserves to live in your head for a while. Let it marinate.
Truth #1: Repetition kills readership.
Variety is the spice of life. Including the inbox.
Here’s a screenshot of emails a really smart financial professional sent out recently.
This isn’t meant to embarrass or shame the man. He’s doing a lot of things right. But he’s fallen into the trap a lot of us are ensnared by when it comes to email marketing.
(He’s an accountant, but the lessons apply to financial professionals of all stripes.)
These subject lines call out the reader (I’ve blurred a few key words to further protect anonymity)… promise relevant benefits… and include “power words” like maximize and wealth.
So what’s the problem?
They all look and sound the same. A subscriber swiping through his inbox — which is what they’re all doing — may not be able to tell the difference between them.
He may think he’s seen today’s emails before. As recently as yesterday.
Also, highlighting benefits is important. But listing benefits nonstop starts to feel like either salesy or scholastic.
And what tells the reader that the email contains something he can’t find with a quick Google search or a scan of Yahoo Finance headlines?
You need to mix things up!
- Tell intriguing stories.
- Address pressing, pertinent problems you know your ideal client’s thinking about.
- Give unique or contrarian perspectives on trending topics and news stories.
- Share your personal/organizational philosophies so your reader can connect with your values and worldview.
This is especially important when you email as often as you should (weekly at minimum).
You can read Part 2 here.
Need a set of eyes on your subject lines in the meantime?
Send me a message and let’s talk.