Headlines are for landing and sales pages. They’re that pithy, short phrase that gets your reader’s attention and makes them want to keep reading.
Emails have subjects that should function similarly. In fact, it makes sense to think of your email’s subject as your message’s headline. Your subject should get the recipient to want to open that email, and begin reading it.
These days though, there’s a little more to it than that. Many email inboxes, on many devices, may also show the first few words of your message along with your name (who the message came from) and your subject (headline).
For example, take a look at this message that recently appeared in my inbox list.
Note that the beginning of the email message’s body is displayed for me along with the subject, date, and who the message came from. When I glanced at my phone and saw this message in my inbox, I got excited, and opened it immediately. I’d guess many other recipients acted similarly.
Did Jason use that opening on purpose? On my phone’s screen at arm’s length, “Call me a sap” looked like “Call me ASAP!” to me. The message was from Jason, so you bet I opened it immediately. As it turned out, no, it wasn’t an urgent request from the prolific, multi-millionaire marketer for me to drop what I was doing and call him to chat.
Whether on purpose (my bet) or not, I’m glad I opened the message. One of Rapid Crush’s top products – Product eClass – was available again for purchase after a long period of having been closed.
It had been a LONG time since I opened any marketer’s email as quickly as I did that one, and the whole reason for that was the opening that Jason used.
The takeaway here is that we all would do well to think about not only how our email subjects may affect open rates, but also how our openings do.