If you’ve read any of my recent blog posts, you’ve probably noticed that I’m a big fan of analogies. When looking at your email marketing subject lines, and the best practices that make them great, I often think about it in this way…
Let’s say you’re a contractor who builds houses with the intention of then turning around and selling them. You’ve put so much effort into designing the layout of the structure, choosing the perfect elements (paint, flooring, cabinetry, etc.), creating a beautiful landscape, and getting everything in tip-top shape to put the home on the market.
You’re all set to have an open house, but your signage is confusing. Or inaccurate. Maybe your attempt to attract potential buyers is so blasé, they simply skip over your house and go on to the next.
So, let’s think about this in respect to email marketing. It’s important to do everything you can to invite your audience into your email. To “tour your home” so to speak. Otherwise, what’s the point?