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How to Craft the Perfect Email Subject Line

How to Craft the Perfect Email Subject Line | Robert's Scoops | Scoop.it

According to some estimates, more than 144 billion emails are sent every day—and, sometimes, it seems like every one of them lands in your inbox.

Even those of us who are tasked with creating email marketing campaigns aren't immune to information overload: We all know what it's like to be bombarded with email messages—all competing for a share of our attention during a busy day.

 

If it's your job to come up with a subject line that is compelling enough to cut through all that clutter, it's a good idea to apply your experience as an email recipient to help you craft the perfect subject line. What gets your attention? How do you decide which emails to trash unopened and which to read?

Robert Hirsh's insight:

This article addresses a too-often-overlooked but crucial element of Content Marketing (CM) efforts — the subject line — and offers some simple but focused and sound advice.

 

Leonov is targeting email marketers specifically but, here at AUMW, we think it's good advice for creators of all online content — and especially bloggers — who are faced with a daunting daily flood of competition for customer eyeballs.

 

Leonov concludes: "The issue is…finding a way to separate the mundane and annoying from the truly important…to ensure that your message makes the cut…[T]ake a step back and think about what motivates you as a reader. You want to know why you should open that message—what's in it for you. You want to know who it's from and how it can help you…So, write a subject line that you would open…and you'll likely get a great response."

 

The tips he offers — e.g., Keep it brief, Be specific, Make it searchable — aren't exactly rocket science. But we'll all benefit from taking to heart a lesson newspaper and magazine headline writers have known forever: When you're trying to get attention, it's what's up front that counts.


Read more: http://www.marketingprofs.com/articles/2014/24763/how-to-craft-the-perfect-email-subject-line#ixzz2xZ9Ai2Vz

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How Content Marketing Success is Blocked by Antiquated Beliefs

How Content Marketing Success is Blocked by Antiquated Beliefs | Robert's Scoops | Scoop.it
As content marketing becomes an increasingly important means of propelling our businesses forward, many marketers are still struggling with the operational issues associated with the discipline. Fi...
Robert Hirsh's insight:

This article by CMI’s Robert Rose features an interview with Tom Asacker, author of The Business of Belief, and offers some helpful reinforcement and direction for the approach AUMW takes with our clients.

 

Ross says that, “…more than 50 percent of marketers said they were not at all equipped to handle new trends in marketing technology.” Yet, fully 70% of them were “very confident” that creating customer-centric experiences would “positively impact the organization.” They “get” what they have to do to transform their marketing efforts, but find themselves unable to make the necessary changes.

 

That’s where Asacker, an expert in organizational change comes in. He argues that the key to the future success of many businesses will be their ability to change their belief systems, allowing them to change their behavior. (A more common term for these “belief systems” has been “organizational culture” or “business culture,” which have been fertile research areas for business theorists, social psychologists, and psychologists for some years now.) Asacker also makes it clear that the belief and behavioral change has to encompass the whole organization — from management to branding, from marketing to customer service. (This last point corresponds nicely to AUMW’s emphasis on Content Strategy vs. Content Marketing Strategy — i.e., a strategy that encompasses every facet of corporate-customer interactions, as opposed to a strategy isolated within the marketing effort.)

 

Asked about how to achieve these changes, Asacker says something that reinforces what we at AUMW are trying to do: “…where I’ve seen success is where there’s been some outside force — whether it’s an agency or consultant or someone who has figured out how to push a particular leader…They lead them down, if you will, that bridge of belief, making them comfortable the whole time until they release something that’s powerful. And then, the interesting thing is that once they get this notoriety for this creative endeavor, then the rest of the organization, they use that as an example for everyone else, saying, ‘See, we can do it.’”

 

Ross summarizes the challenge: “We too often feel like we just have to deliver facts to customers. When in fact, in addition to that we have to change beliefs, as well.”

 

Do we BELIEVE?!?!

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Content Marketing Making Strides in the Manufacturing Industry: Report

Content Marketing Making Strides in the Manufacturing Industry: Report | Robert's Scoops | Scoop.it
With an adoption rate that's lower than other vertical industries CMI has explored, are manufacturing marketers "laggards" when it comes to content marketing — or are they just taking a slower, mor...
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Barriers to Effective Content Marketing: Lessons from Australia

Barriers to Effective Content Marketing: Lessons from Australia | Robert's Scoops | Scoop.it
Most Australian marketers report that they use content marketing, but only about a third of them think their efforts are effective. The commitment to content marketing is there, but deeper thinking...
Robert Hirsh's insight:

What's wrong in Australia? 

1) Lack of Content Strategy

2) Lack of goal-focus and

3) Focus on wrong goals and resulting wrong metrics

4) Lack of diversity in content

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Why Your Web Content Strategy Should Include Answering Questions

Why Your Web Content Strategy Should Include Answering Questions | Robert's Scoops | Scoop.it
Strategic Q&A content on your organization's website can help keep marketers from having to spend all of their time answering customer questions. Find out how to power your web content strategy...
Robert Hirsh's insight:

This is an excellent summary of: 1) the vital role of Q&A in overall Content Management; 2) how a well-planned and executed Q&A saves valuable staff time; and 3) the crucial considerations in setting up a Q&A that becomes effective content because it anticipates and meets the needs of your customers.

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