[SWIPE] Our Best Email Subject Lines of 2014
I love January. A New Year always brings new opportunities to review the inner-workings of our businesses and see how we can proactively make changes, or improve upon things that are already working for the year ahead.
This week I’m actually battling walking pneumonia (BOO!), so in between rest and loads of chicken soup, I decided to dig in and take a peek back at our top performing email subject lines of 2014.
Email marketing is such a HUGE part of our business and a huge part of our attorneys’ businesses, as well. Whether it’s sending out weekly email newsletters, promotional emails for legal workshops or upcoming events or persuading referral sources to send new business and collaborate, email marketing is one of the most cost-effective ways to communicate with the prospects and clients of your firm.
But, please don’t be fooled. Just because email makes direct response marketing more cost-effective and accessible, doesn’t mean that it’s EASY. If your communications are constantly getting filtered into junk, or worse, no one is opening your messages, it’s a huge waste of your time and effort.
I always say that there’s a fine art to getting an email open and read, and it’s something we really focus in on here at Legal Marketing Maven. And, once the email is opened, it’s a whole ‘nother animal to get people to respond and take action.
If you’ve sent out email communications in the past and felt ignored or that your efforts produced little to no response, I’d challenge you to go back and review the content of what you sent out.
Start with the subject lines. Here are a few tips to get your readers to open up:
Make it personal: If a prospect believes the email is coming personally from you, they are more likely to open it and respond. Ex: Can we talk for a second, <insert name>?
Create a little mystery: Be purposely vague or intriguing with a subject line to entice readers to open and learn more. Ex. We announced the overhaul of a client’s new website with the subject line: “I got a facelift!” Imagine the clicks!
Use numbers: People like numbered lists and steps. Examples include, “5 Ways to Avoid Probate” or “6 Mistakes To Avoid When Choosing An Attorney.”
Shed a little light on your personal life. Readers are nosy and want to know what’s happening with YOU behind the scenes. Give them a peek at your life outside of the law.
Get to the point: Let them know upfront if there is an invitation or gift inside that requires their attention. Ex. I have a gift for you… open quick!
The other piece of advice I would offer you is to make sure that you are including a CLEAR call to action in your emails. Are you TELLING the reader what you want them to do? Are you letting the reader know HOW you want them to respond?
Many times we’ll help our attorneys spark communication with their readers by clearly asking for responses or suggestions about a whole host of topics that simply catch people by surprise, humanize the attorney and open up the lines to chat. Try it in your own mailings. For example, ask clients for their top suggestions of places to vacation within a two hour drive, or favorite local spots to buy art or discounted furniture for the office. You may be shocked when your inbox fills up with responses and the occasional…”oh by the way, I’d like to come in and get your help with something.” I promise, this REALLY works!
And, if we want the reader to take fast action on something, we ASK. There’s no beating around the bush. The call to action is clear, concise and easy to act upon.
Remember that when it comes to email marketing, and marketing in general, a confused mind always says “no.” If it’s not clear what you are promoting or what you want the client to do, your emails will get deleted or lost in the shuffle. Be sure to have a CLEAR call to action in every communication that you send.
I hope you find these tips helpful and that you are able to use some of these suggestions to craft more effective email marketing campaigns this year. And, feel free to swipe some of our top performing subject lines from 2014. You can see how they easily fall into the guidelines and tips I gave you above:
My facelift (Note: This was the launch of a new website)
I’m moving, AGAIN + Info on our scholarship opportunity!
Thanks (insert name)
My naked mermaid saga
Hey… I need your help with something real quick
How Did We Get So Much Stuff?!
With Thanks
A tribute to my young client killed in a horrific crash
Saying goodbye to my old love (NOTE: this was about a purchase of a new car)
I can’t stop laughing at this (truly) + a new workshop for you!
A friendly reminder for you… + my epic mom FAIL moment
See you this month?
Thanks for the pics + heads up for these warning signs!
Have a great week!
Laura Lee
Would you like to talk about how we can help you save time on your marketing and help you turn ideas into action? Simply schedule a time on my calendar for a no-strings virtual cup of coffee.