Writing emails in the health care space is a specialty all its own. Writing effective “Open Me” subject lines is even more demanding.
In short, entrust the writing of your next email campaign to someone who has written hundreds of them and whose livelihood depends on their success—me.
Subject Lines That Get Your Emails Read
It all starts here.
“I typically spend twice as much time crafting the subject line as the body of the email,” confesses Esteb. “If the subject line misses, even the most brilliantly written email won’t get read.”
The recipients of your emails read them mostly on mobile devices. So subject line length is critical. The best performing subject lines are around 50 characters and fewer than eight words.
Some of the best performing subject lines in health care use one of these techniques:
• Curiosity — appeal to the reader’s interest in learning
• Promise — make a head-turning claim or assertion
• Ambiguous — create tension that can be resolved by clicking
“I’m a big fan of A/B testing. Especially when it comes to subject lines,” continues Esteb. “I’m often surprised by how a small nuance can profoundly affect response rates.”
It goes without saying that subject lines in ALL CAPS can be especially dicey. Use with caution.
Emails as Direct Response Marketing Copy
Inexperienced writers make two common mistakes when writing emails.
The first, is they take too long to get to the point or make the offer. If there’s an introductory paragraph, you’ve probably lost your reader. Get the point—quickly.
The second mistake and a common rookie slip-up is overlooking a simple, direct call to action. Or worse—placing it at the bottom of the email.
And don’t forget the P.S.
Research shows that adding a postscript to your email can often improve click through rates.
Email Writing That Produces Results
Email marketing can produce the best return on your investment of all digital marketing channels.
However, effective emails require an experienced writer, grounded in the principles of direct marketing.
Will that be me?
Let’s discuss your project. Arrange a Content Consultation to discuss your project today.