Thought Process: Don't waste time figuring it out on your own - Follow the patterns that are proven to work.
Do you send emails to your clients? It’s a wonderful way to keep in touch with them in between visits. If you read last week’s secret, then you understand real wealth comes with keeping your clients long term.
Here’s how to make your emails more powerful, persuasive and profitable. Skeptical?
You won't be once you know the system. There are several steps to this strategy. This week we’ll explore the subject line.
Why you need a powerful subject line:
The subject line is critical because it will get your email opened, deleted or ignored. People scan for emails they want to delete. It’s a lot like standing over the trashcan when the mail comes in a throwing out the junk.
Nowadays, a lot of folks check their emails with their phone. Once touch and poof - you're gone!
That’s why your subject line must catch their attention. Think of your subject line as your headline - the "ad for your ad". The headline’s job is to lead people to read on. Likewise, the subject line has one purpose, and one purpose only – to get the recipient to open the email.
Train yourself to be fast about coming up with headlines. You are busy with your salon, and don't have time to spend hours composing emails. A huge secret is to see what established marketers are using for headlines, and adapt the pattern for your own audience.
Vary the style of your subject lines.
Should you always use their name? Personalization such as “Firstname, yada yada” can be powerful, but it’s not as effective anymore. A number of years ago it worked, but now people have become wise to it. However, including the city name does help improve getting your email opened and read.
Here are some subject line templates you can adapt for your use: "This ________ tip is almost too easy."
Easy catches our eye, and it works with the word “tip.” Fill in the blank with what you are selling, such as, “This hairstyling tip......”
"The fastest way to__________"
We live in a fast world. How about, “The fastest way to have a good hair day.” Specifics add impact: The fastest way to get 5 compliments a day.” But don't make outlandish claims, unless you’re being humorous.
“Who else wants to __________?”
“Who else” gives the sense that others are already enjoying the benefits? Also, asking a question can improve your open rate.
These same headline strategies work for postcards and print ads. There’s real psychology behind creating headlines that gets your emails opened. Keep the message in your subject line straightforward, not salesy or promotional. Avoid using all CAPS and exclamation marks.
When thinking up subject lines, put yourself in your client’s shoes. Busy people get too many emails that are just spam. Vague teasers, constant reminders, and overselling won’t cut through the clutterbox. When you write your subject line, give timely and useful information they need to know now.
Don’t sell what’s inside. Tell what’s inside.
A note about the “From” line – Keep this consistent. Use your name or salon name. Next week we’ll focus on five major tactics to write your body copy faster and get a better response.