The Mansfield Sales Blog

Demand Generation Techniques: Using Email

Email marketing is an increasingly popular demand generation technique, and one of the most important parts of an email is it's subject line. After all, what is the first thing you see in any email? But the rules for email marketing are constantly changing, and you need to as relevant and up to date as  you can to make the most out of an email lead generation campaign. So, while no tips will ever be a substitute for experience, we offer up these four email subject line tips.

1. Tell Them What They Want to Hear

There are two words in marketing that get people's attention; "you" and "free." "Free" used to be considered a taboo in email marketing because it could cause your email to be lost forever in a spam filter. Now, this is no longer the case. So if you have something you want to give away, free of charge go on and tell people right in the subject line. Working "you" into the subject line is also a good idea. There is nothing people like more than themselves, and if you can play to that you could boost your open rates.

2. Honesty is Still the Best Policy

No one likes to get an email, read the subject line, and then open it to find it's actually about something else entirely. If your subject line is "See the World's Cutest Kittens" people are going to be angry if there are no kittens inside. Be clear and honest in your subject line

3. Don't Annoy Your Readers

Subject line gimmicks like all capital letters and humor may seem like a good idea, but they rarely work. All capital letters is a red flag for spam filters, and even if your email does make it to the inbox readers still associate all caps with spam. Plus, all caps is just plain annoying. No one likes to be yelled at, especially in their inbox.

And while humor may seem like a fun way to entice readers to open your email, you have to remember that humor is subjective. What your marketing guru thinks is funny could annoy or frustrate readers, or even hurt your credibility.

4. Get Their Attention

Your subject line is how you get readers attention, so it should engage them. A simple way to do this is to ask your reader a question. Asking a question can get readers to think, and that can get them to open your email.

While these tips are helpful, they are just the tip of the iceberg for a successful email marketing campaign. If you are trying to break into a new area, or begin a new marketing campaign, you might want to consider sales outsourcing. By relying on an experienced outsourced sales team, you can be sure that your marketing tactics, be they email marketing or print, are utilizing the most up to date of marketing tactics and trends. Taking advantage of an experienced outsourced sales team can also help you find the right markets, messages, and media without the risk of hiring and training new sales staff yourself.

Topics: Sales Strategy

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