Your emarketing campaign may centre around creating and spreading brand awareness. It might simply be a quarterly e-shot to your existing customers updating them on the latest developments. You may be advertising products and attempting to boost sales.

Whatever you’re doing, the route to a successful email campaign relies on your audience reading the content of your email. That might sound overly simple and a given, but tempting them to read is harder than you may think. We’ve put together four tips to help you engage your audience, instantly, and it all starts with the subject line.

1) Use existing customers to your advantage

A great way to grab people’s attention is to highlight a success story. Start with the subject line and make note of how you helped an existing customer. For example: ‘How we saved [customer] 15% of their marketing budget’ would be a great way to get going and will encourage people to read on.

2) Cite a potential benefit

Depending on the type of product or service you sell, pick one headline feature and explain its benefit straight away. If your product helps customers save expenditure in other areas of their business, make a noise about it. If your service will revitalise a particular department in their business – tell them about it straight away in that subject line.

3) Highlight a partnership

If you have partnerships with third parties, emarketing represents a fantastic opportunity to benefit from that partnership. Mention them in your subject line. If they recommend you, or if their product in someway befits your offering, tell your customers about it – they’ll want to hear more.

4) Send initially through a referral

Leading on from the idea above, and if you are new to email marketing, it might be a good idea to use your partner’s existing emarketing channel to introduce your company to their audience. People are more likely to respond to senders they know, and if your partnership is strong enough to enable you to have an introductory piece in their next newsletter, along with a link to a landing page on your website which enables the user to sign up to your own newsletter, it can be a great, cushioned entry into your own campaign.


Mark is one of mailingmanager's email experts. His contributions to this blog openly share the tricks, tips and best practices he's learned while running multiple e-marketing campaigns.

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