Pinpointe B2B Email Marketing Tips

Every copywriter and journalist knows the importance of a powerful headline. The same applies for email subject lines, because as much as 40% of a recipient's decision to open an email is based on the email subject (and sender). Despite that, many still underestimate just how important the email subject line is. So here are some anecdotes, facts, and guidelines that can help you write even better subject lines (and remind you how much you should focus on them.)

The 50/50 Rule of Email Subjects
According to some of the best copywriters of all time, you should spend half of the entire time it takes to write a piece of persuasive content on the email subject. The same tip by the way applies to Blog headlines, so before you press the send button for your email campaign (or post that blog entry), one that you really want people to read, you should downright obsess over your email subject.
Advertising legend David Ogilvy knew the power of headlines, and how the headline literally determined whether the advertisement would get read. He rewrote this famous headline for an automobile advertisement 104 times:

"At 60 miles an hour, the only thing you hear in the new Rolls Royce is the ticking of the dashboard clock ..."

Master copywriter Gene Schwartz often spent an entire week on the first 50 words of a sales piece - the headline and the opening paragraph. Those 50 words are the most important part of any persuasive writing, and writing them well takes time.

The 80/20 Rule of Email Subject Lines
Here are some interesting statistics. On average, 8 out of 10 people will read your email subject and send-from address, but only 2 out of 10 will read the rest. This is the secret to why the email subject determines the effectiveness and success of your entire campaign. The better the email subject, the better your odds of beating the averages and getting what you've written read by a larger percentage of people.

Writing a great email subject doesn't guarantee the success of your writing. The benefit conveyed in the subject (and the space 'above the fold' - we'll cover that shortly) still needs to be properly satisfied in the body copy with your content and your offer or call-to-action.

The copywriting trainers at American Writers & Artists teach The Four U's approach to writing headlines - these tips are a perfect match for writing email subjects too.

Email subject, preview pane (the first 3 lines), subheads and bullets should:

Be USEFUL (and RELEVANT) to the reader,
Provide him with a sense of URGENCY
Convey the idea that the main benefit is somehow UNIQUE; and
Do all of the above in an ULTRA-SPECIFIC way.
Superstar copywriter Clayton Makepeace says to ask yourself six questions before you start to write your email:

Does your subject offer the reader a reward for reading? Will they benefit?
Can you include specifics to make the email subject more intriguing, believable and credible?
Will your subject trigger a strong (positive!), actionable emotion for the reader?
Will your subject topic immediately resonate with your prospect?
Could your email subject benefit from the inclusion of a proposed transaction?
Could you add an element of intrigue to drive the prospect into your opening copy?
Makepeace's six questions combined with "The Four U's" provide an excellent framework for writing solid emails and email subjects. One tip we'll add to the list: Don't over-hype and come across like a hard-press sales person. Our job as marketers (and salespeoeple) is to develop a 'relationship' with the prospects over time.

With 2011 on the horizon, email marketers can take this time to prepare successful strategies.

Here are a few tips to improve performance and increase ROI for a strong new year:

(1) Go social: Invite subscribers to follow you on your social media sites

(2) It's all about timing: Send emails on Tuesdays, Wednesdays or Thursdays, to improve the liklihood the email will get read

(3) Subject lines: Take your time and get this right. 40% of a recipient's decision to open an email is based on the subject

(4) Use Video: keep the emails exciting by using video. Check out our blog on how to embed video http://www.pinpointe.com/blog/how-to-embed-video-in-email

(5) Follow CAN-SPAM regs: accurate header, accurate subject line, include an opt-out method

(6) Attachments: we recommend hosting the PDF or other attachment and link it in the body of your email. Most spam filters will automatically quarantine any attachments

(7) Size matters: keep the subject line short: 40 to 50 characters including spaces

Following these easy guidelines will help you achieve email success.