How to Get More Opens and Clicks

8 tips for writing powerful subject lines and calls to actionby Gina Watkins, Constant Contact Regional Development Director, D.C. Metro Area

The subject line of your email is your first opportunity to engage your readers. In fact, according to a 2007 Jupiter Research report*, more than one-third of your readers will open your email based on what you write in your subject line.

And when they open, you are only part of the way to your ultimate goal of getting them to take the action you desire, such as clicking-through to your website, picking up the phone, or registering for an event. This is where the "call to action" (CTA) in the body of your email kicks in. A strong CTA can inspire higher sales, clicks, or whatever results you are striving for.

Below are three effective techniques for writing subject lines that can increase your open rates, as well as my "quick five" call-to-action checklist that will help your readers take that important next step.

Subject Lines that Inspire Opens

1. Opposites Attract! - Sometimes, the best way to showcase the value of your email and get your reader's attention is to write exactly the opposite of what you are trying to convey. For instance, an average email subject line promoting email marketing services could take the direct approach:

Put your advertising dollars to work for you!

But what if your reader saw this headline:

Advertising NEVER Works. (If you disagree, click here)

That "turn it on its head" subject line might get a higher click-through rate than the more straightforward approach, giving you an opportunity to dive in and share some very specific info about exactly when and why the type of advertising you are offering works so well.

Some other examples of this approach could be:

From a day spa - I would never want to spend a day getting pampered

From a tax professional - Tax time: the most relaxing time of the year

From a professional organizer - I'm never, ever drowning in paperwork

Each one could hit a nerve and capture your reader's attention by being just the opposite of their reality.

2. The Cliffhanger and the Teaser are the...
...lead into the story! Yes, it really works. Tease the reader with an enticing part of the story, and then bring them in for the payoff when they click through for more information. For example, instead of:

Put your advertising dollars to work for you!
Try:

Advertising NEVER works, unless...

Or make your subject line the lead-in to a testimonial:

Advertising never worked - until I did this one new thing.

This way, you bring the reader into your email with a promise for a solution to their problem, or a payoff (reward) for their attention. This could be something learned, a new way to generate sales, or an innovative way to use your product or service to their benefit. Lead in with the tease and get your reader to click for the full story.

3. Interest by Association -You can get positive validation by connecting yourself or your featured product or service with a known entity, someone or something your audience is likely to recognize and value. For instance, say you are a bookstore. Getting folks to click and take action with the following subject line may work only with folks who already know Jane Smith:

Jane Smith book signing, Wednesday at noon

But instead, how about:
From Oprah to our store: Jane Smith book signing, Wed. at 12

This works especially well when you include a testimonial from the recognized source in your copy. Tell how and why the already successful company or person used your service. Don't be afraid to ride the coattails of the something or someone that is already recognized by your audience!

Gina's Quick-Five Call-to-Action Checklist

1. Three Times Is a Charm - It takes repetition for a reader to understand what it is you are asking them to do, such as buy today, call to reserve a seat, or come in for the weekend sale. Use the "call-to-action sandwich." Ask for the desired action at the beginning, reinforce it in the middle, and ask for it again at the end. A minimum of three times seems to be what it takes to motivate your reader to act!

2. Time Limited - Making an offer or special deal only good for a limited time can work well. This creates a sense of urgency. Be specific about the exact time the offer runs out.

3. Quantity Limited - Like the time limited offer, letting folks know quantities are limited, seats are going fast, or times to schedule a consultation or show are filling up quickly will help your readers take action.

4. Quantify Their Procrastination - How much will your reader lose every day they don't call you? Energy costs from old leaky windows, sales lost, and opportunities missed - you can help them see how waiting to act costs more than the effort to engage in your services today.

5. Reward Fast Action/Referrals - When people do exactly what you want them to do, and quickly, reward them. Offer an additional discount to your first five or 50 callers or those who quickly place orders via your website today.

To summarize, motivation is what your subject lines and calls to action are all about! Make both as enticing as you possibly can with these suggestions here, and also the additional tips and techniques referenced in our archived articles. With these techniques, your readership is sure to take that next step!

35 percent of email users open messages because of what's contained in the subject line. - Jupiter Research (2007) as referenced in the Email Stat Center