Human email (cont’d) t Based t elopmen v oun c c art 9 A f P The WHERE oSales De The subject line Subject lines are the gateway of email prospecting. Fail here and the best-crafted email in the world will never get read. Some tips: Start with ‘you’ or ‘your’ Be personal Avoid marketing speak People care more about themselves than The one-to-one starts here. We all get way too much of it. about you. Examples: Bad Examples: Examples: Subject: Why your recent blog post hit Subject: Your free security audit! Subject: You may have started something me so hard Subject: This will change your life Subject: Why your boss is so grumpy these days Subject: Your recent talk at Dreamforce Subject: [Dan Brown] says we should speak What these all have in common is they are Be intriguing focused on helping the recipient, not on helping A subject line is a teaser. Make them want Try starting with a benefit the prospector. Ideally, use the strategy that to open it up. What’s in it for them? will result in the most relevant email. Examples: Examples: Subject: You kind of asked for this Subject: I can save Sanstreet $35k Some subject line inspiration Subject: Your CRM seems to be leaking Subject: A more agile IT approach There are some great lists of Subject: How [competitor A] is cutting waste for WidgetCo sample subject lines out there, check out ones from PipeTop and Hubspot. Google them up for “Only 23.9% of emails are opened.” some inspiration. TOPO 63