They are not lying to you, but they are not telling the entire story…
What am I talking about?
Email subject line swipes.
You know the ones, Guru Joe is selling his best subject lines that get him 60% opens every time he uses them. Okay, maybe 60% is an embellishment. But you know what I mean.
Don’t get me wrong, Joe’s subject lines could very well be getting him great open rates. I am not doubting that part.
My problem (oh here we go…), is that they don’t tell buyers the whole dealio.
What the swipe users don’t “know” is that it’s not always about the subject line itself. It’s likely it’s not just the text that get’s the opens.
Guru Joe doesn’t tell you that there is an EVEN MORE important aspect to subject lines than just what it says.
It’s the relationship with your subscribers.
Yes I know, you’ve probably heard it a million times lately. But are you doing it?
My point is, it’s not just a matter of throwing out these supposedly high open rate subject lines. While they still might work for you, you still need to take that extra step to get your subscribers trust, if you want the bigger open numbers.
Let me ask you this…
Do you get emails from certain marketers that you almost always open, no matter what the subject line reads? If you even bother to read the subject line.
It’s like when you hear of people who buy from a given marketer without even reading their sales page. This happens, I know it and you know it.
Good news is that your DON’T have to be the high profile Guroo to have that kind of relationship with your subscribers, or even your your sales page visitors. You don’t need to spend thousands or millions of dollars or have huge product launches to get yourself into the circle of trust.
So, now you might be asking… How do I build this relationship, how do I earn their trust?
Glad you asked and you might be surprised how easy and simple it is. Really.
Here’s what I’ve learned over the years and how I’ve seen other marketers build the bond:
- Communicate with them – Sounds to simple, but it is HIGHLY effective. Just showing up in the inbox each day, or at least every other day, they get use to you being there, they start to grow comfortable. They start to get to know you. Less contact means it’s much easier for them to forget you, and the forgotten marketer usually doesn’t sell much.
- Answer Their Questions – Another one that should be a no-brainer, but often it is not. First and foremost, take care of your support tickets, and take care of them as soon as possible. When a potential customer emails asking questions, reply as soon as you can and in as much detail as you can. I’ve lost count how many people have sent me an email asking even the simplest of questions, and after I reply, they place an order. Not like I am some smooth talker or anything, I just answer people’s questions and help them as much as I can, it’s as simple as that. Even those questions that seem ridiculous.
- Tell Your Story – Every one has a life, has hobbies, has things they enjoy. Tell your subscribers as much as you feel comfortable. The more they get to know you, the more they will trust you and most likely they more likley they will be to buy what your selling.
- Provide Support – Most every product, even simple ebooks might need support. You might have some one that doesn’t know how to open of read it. Help them! I sell turnkey websites and I can tell you they require quite a bit of support, more than any other product format I sell. But here again, there have been SO MANY times that I help some one get everything up and running and they come back to buy more.
Again, yes these seem like simple idea’s and concepts, but it doesn’t always have to be complicated. As humans we tend to complicate things too much as it is.
The golden ticket is, take that extra 5 minutes to reply to an email. Spend that 10 minutes to support a customer of your product or service. Let people into to your life and give them a glimpse of who you are.
These alone will get your emails opened more often, even if your subject line is not “killer”.
Now, I wouldn’t be doing this subject (pun intended) justice, if I did not mention that you still need to provide some useful content in your emails, you can’t live off opens if there is nothing to read after they open your emails. Don’t know why I am even saying it, you know this.
Naturally you’ll have your promotions, but another way to build the relationship is by sending useful content to your subscribers. Give them the stuff they can use, that actually makes a difference in their online business and you’ve put another notch on your relationship belt.
If your not sure what to write, even subject lines, you need to check out my very helpful report: Email Marketing Message Mastery.
Or if you want ready-to-go email message quality content, and save yourself some time and possible frustration, then be sure to look here: PLR Autoresponder Messages.