How to Get Your Broadcast Emails Read

Last week, FEI sales leader Zoot gave young salesman Ganymede tips for creating customized post-sales-call communications. This week, we join Marka and her apprentice Lucy for their discussion on creating a broadcast email headline that stands out from the clutter. Remember, fire = print.

Marka entered Lucy’s office to find the marketing apprentice in a sad mode and gorging herself on lamb casserole. “What’s wrong?” Marka asked, keeping a safe distance so Lucy wouldn’t accidentally gnaw on her arm.

Embarrassed, Lucy put a lid on her remaining casserole and slid it under her desk. “I was just reviewing FEI’s latest broadcast email stats. The open and click-thru rates are terrible. Lately, our emails haven’t been getting attention.

“You know, I read somewhere that the average professional receives more than 100 emails a day. How the heck are we supposed to stand out from all that clutter?” she lamented.

“When prospects see our email, they usually only take a couple of seconds before deciding to read on or delete it,” Marka said. “And with so many emails tumbling into our prospects’ inboxes, grabbing attention with the subject line is more important than ever. What was the latest email’s subject line again?”

“‘FEI’s ZX10 Model Torches are Good for Businesses,’” Lucy admitted sheepishly.

“That’s a stinker,” Marka said.

“I know it’s not good,” Lucy agreed. “I was in a hurry. I figured it was just one line.”

“One very important line,” Marka corrected. “Most advertising experts agree that the subject line is the most important written component of a broadcast email, or any other advertisement. According to advertising pioneer Org Ogilvy, on average, five times as many people read an ad’s headline as read the body copy. An email’s subject line is our first impression, and must convince busy prospects that our message is worth their valuable time.”