These are the three email marketing subject line tricks I see most often. And I hate them all.
Hated Email Marketing Trick #1 : Can You Give Me A Call?
Basically it a teaser that makes you think you are going to talk to the person personally. Most of the time it’s an invitation to a teleconference.
Hated Email Marketing Trick #2 : You’ve Got A Commission Payment
Nope. Open the email and it says, “Wouldn’t you love to get emails like that all day long?” And then there an advert for the magic system that will turn your inbox into an ATM.
Hated Email Marketing Trick #3 : CANCELLATION
This one is new, but will be used for a while until it becomes ineffective.
It’s supposed to make people feel they are about to lose something important. Maybe a credit card is cancelled. Maybe a membership they actually like. Instead, it’s some sorry freebie that’s about to “go away forever.” Hallelujah!
You do not need to use tricks to get your targeted emails opened.
Use a blatant headlines like…
“Nicheology Six Year Anniversary Giveaway”
Use curiosity headlines like…
“Summer Fun Day”
And them give people what the headline promised.
Success is NOT an Accident,
Paul
I also HATE – getting slammed by jv/affiliate offers by tons of folks who have never used the product but want to “monetize” their list…translated: they want in my pocket again and again and again.
What have they done – burned their list! I unsubscribe from these too…even when I like their initial product or service.
BS email subject lines and slamming emails – ugh!
UNSUBSCRIBE!!!
Do a topic–what I hate….
*videos that start automatically EACH time you go to the page
*bogus email subject lines
*getting slammed by the same offer by lots of folks who just want in my pocket
…what else?
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I get a lot of emails with those subject lines. I think they are a bit of a hoot, and can’t believe people take them seriously. I usually open them just to have a look – sometimes they have bits and pieces of good copy in them, and they are a perfect example of what not to do.
I also get a good laugh when I receive exactly the same email from 10 different affiliates – don’t they know you are supposed to change text etc. etc?
I can see why people get annoyed but as it is so easy to unsubscribe why get upset about it?
Lovinia
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I also hate these subject lines.
The sender(s) may be get higher email open rates, however they are also losing their credibility because of this tricks. Be honest, don’t trick people.
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Both you and Brian have hit the nail right on the head. Those are some of the most deceptive headlines and I get annoyed when I see them come up. They get an automatic delete call on my part. If you have to be so deceptive to get people to open your email then you really do not have much to offer. Honesty is still the better way.
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Got all three of those in my mail today… all deleted without opening.
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I do open these types of fake email just in case they are legit, but then I immediately unsubscribe and if possible leave the reason why. Sometimes I’m shocked at the identity of those using the technique. Marketers who have been around for awhile and should know better.
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That’s a pretty short list — mine is much longer.
One that I’ve seen a lot lately is “I arranged the fr.eebie for you”. No description of what it is, just a link.
Another is links to video content that don’t tell you it’s a video. Then the video starts playing automatically.
Then there is the “Did you get my last email? I was having trouble with my email …” — why not be honest and just say “I want to remind you about …”
There’s lots of other things that can be annoying as well. I guess a lot of people still believe that bad publicity is better than none. I suppose it actually is for a while.
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Paul,
I use gmail so the examples that you gave usually show up in my spam folder. I think that in the past these tactics were effective, but, these days with the current state of the the art spam filters, they are pretty effectively neutered.
I don’t understand why people still do this. If I were to receive an email with one of those headlines from a trusted marketer, he would no longer be trusted! I would ask to be taken off his email list.
I still believe that honesty is the best policy. It’s the only way to build a relationship with the prospect or customer. Being successful online is about a continuing long term relationship between customer and business owner. These one shot tricks may show some immediate gain, but are no way to build a foundation for a lasting business.
The purpose of the headline is indeed to grab the reader’s attention. But, as you said, you must deliver otherwise you will be written off as a shyster.
I have been a member of nicheology for quite some time now and this is my first comment. (my bad)
I always enjoy your commentary and teaching. Kudos on your work with 100X.
Marty
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I have to agree with you both. My in box has been packed with these messages. At first I took notice of these emails arriving wondering if they were “real messages” I needed to attend to. They seem to be no more than the “phishing” emails that get an immediate delete. I no longer am opening those with these headlines – rather I am unsubscribing and screening my emails through filters.
I personally am repelled by the hype and trickster approach. I want to do business with someone I know, like and trust.
These headlines do not build trust. I regret that many marketers feel they need to “trick” people into buying their products and I know they do “catch” many buyers or they would not be using the hype.
It all comes back to honesty, building trust and providing value – getting to know the person “on the other side” opening your email.
Thanks for the post.
Terry
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Three words – Bait and switch.
Maybe it gets you the open, but you’re losing sight of the bigger picture.
Relationships.
People don’t buy your stuff if they don’t buy into YOU. Paul does this brilliantly, I trust him and although I don’t buy every offer he puts out… I do think and consider what he has to say.
Recently I asked him a question about affiliates, and he recommended Jimmy D Brown’s Sales Army Secrets… without an affiliate link. That means that the “what was in it for him” was that I got a resource that helped me, and that built the relationship like crazy.
So… let’s put a little less effort into thinking how to get email opens, and a lot more thought into how to get heart opens.
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There are several people who’s list I’ve unsubscribed from because of the misleading subject lines that they have used. I know that controversy sells, and so does using fear tactics, but that doesn’t mean as a heart-centered business owner I’m going to use them. I’ve seen the ones you mentioned in the post above also, as well as a whole lot more of questionable subject lines.
As long as people keep opening these types of emails, not saying anything when they disagree, and buying from these people, these kinds of less than ethical marketers will be around. I’m trying to make my difference in the world, and that means refreshing, uplifting subject lines as often as possible. No tricks!
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Paul,
I agree with you 100% on these subject line tricks. Although it’s true that the subject line is supposed to get people to open up the email (which the ones above do)…. the subject line should also be congruent with the message and continue people along the path that they started…
Using deceptive subject lines like the ones above are really just more “interruption marketing”, gets peoples attention; but then they realize it was just a ploy to get their attention.
Another email marketing trick that I hate is when people tag their auto response messages with “sent from my iPhone” to make it seem like the message was on the fly.
Brian
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