What made you open that last email?
I’m about to make some marketers mad (but your mom is about to prove my point).
Email subject lines are important…but they’re not everything.
This may feel counterintuitive to everything you’ve heard about email marketing. But, here’s the truth: When you first begin a relationship with a new potential lead, your email subject lines are vitally important.
They establish trust.
They build credibility.
They highlight your ability to serve others.
But, if you’ve been on someone’s list for months or years, over time, the importance of those subject lines diminishes ever so slightly. Then, the name of the sender rises to the most prominent spot.
Let me explain.
Catchy subject lines draw people in. Helpful content keeps them coming back for more.
Let me test your attention span with a quick example.
If your mom sends you an email with the subject line “I bought this for you”, that intro is likely going to get a quick open.
But if you have a great connection with your mom, you’re still likely to prioritize what she sends simply based on the nature of your relationship—not the subject line.
It’s the same with your customers. They pay attention to your subject lines. But over time, they’ll pay even more attention to your name because of the value you provide.
Looking for more inspiration for your email marketing efforts? I love this resource from Digital Marketer.
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