In this episode, Kirsten discusses email subject lines. She shares what subject lines should actually do, and how to be more successful by writing million dollar subject lines.
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*Please Note: This transcript is based on an outline and may contain typos, word switches, abbreviations, etc. These are provided for your convenience and are not proofread prior to being made available.
Hey Part Time Millionaires, y’all need to improve your email subject lines!
I have seen some of the worst subject lines recently especially during Black Friday and I just recently added a subject lines worksheet inside Million Dollar Email but I was like let me give this to y’all for free because it’s looking rough out there.
What I am going to share today is what you want your subject line to do, why low clicks can actually be a subject line problem and how to create better subject lines and preview texts.
So, what do you want your subject line to do?
You want your subject line of your emails to either:
The #1 goal of your subject line is to communicate RELEVANCE.
People open emails that feel relevant to them. They buy what feels relevant to them. No countdown timer or urgency statement like 2 spots left will replace relevance.
So stop putting them in your subject lines.
For example “your bonus is expiring or hey NAME where you at?” are not quality subject lines. I have literally seen the subject line “this is it” and I’m like okay???
When your subscriber opens their inbox, they should see email subject lines that are specific to them.
You want them to see it and say “oh that’s my goal” or “oh that’s my question” or “oh what are you about to say on this topic?”
So to recap, your subject line is supposed to communicate relevance to the subscriber.
Your subject lines can cause low clicks. Which is funny because so many times my clients are like I get such high opens so my subject lines are great! But they don’t know why they have low clicks.
Low clicks can be a subject line problem. Because you’re not answering the question you posed in the subject line in your email copy.
For example, let’s say you say: Automate your launches in the subject line, and then I don’t answer the question of: what does that mean, how will that help me, and what will you do to help me achieve this, then I’m going to get low clicks. Because they opened what felt relevant to them but didn’t get their questions answered.
So you have to make sure you’re answering the question of your subject line if you want to stop getting high opens and low clicks.
Make sure your Email Copy answers the statement made by the Subject Line.
Okay so you know what you want your subject lines to do and why subject lines can cause low clicks.
So, how do you improve subject lines:
Stop using subject line templates. The best Subject Lines are the ones YOU create. People can tell when they’ve seen a Subject Line before. Get creative!
Don’t write your subject lines first. Write your email and then write your subject line. Subject lines aren’t a part of your email creation process, you’ll do that at the end in the refinement process.
Say what you mean to say. A lot of you all get cute instead of what you actually want to say. When you create a subject line and it feels unclear, ask yourself – what am I actually trying to say? Whenever I ask this question people usually give me a GREAT subject line. Like as a money coach instead of having a subject line that says love your money, and you say that because one of your core beliefs is being content with what you have to make more, then what you mean to say is: loving your money will help you save more so just say that. Make that your subject line.
Stop using the preview text as a second subject line. So the preview text is the second line below your subject line that shows a preview of the email and if you don’t put anything inside the preview text it will just literally preview the first line of your email copy. But this doesn’t matter as much as people think it does. Keep it simple.
Either don’t add Preview Text or make it informational (ie The Waitlist is Open, Closing in 3 days, 2 spots left, etc.) Do not make your Preview Text a second Subject Line, just make your Subject Line better. People do this a lot when their subject line is long, they’ll add the rest to the preview text or they’ll use their preview text to finish the sentence. Don’t do that. Keep it simple.
Now I am even going to give you some styles of subject lines to play with:
With this podcast alone you will drastically improve your current email strategy.
If you want to implement the highest performing email strategy in the industry for your weekly, launch and funnel emails so you can become social media optional, then join the waitlist for million dollar email in our show notes. We are launching in January, we will only be open for a limited time and we have an incredible bonus for it. So make sure you don’t miss it.