There’s no failsafe rule for writing subject lines that convert people on your list into paying clients. But there are a few guidelines you can follow to get your emails opened and read more often.
When Mailchimp conducted a study on email subject lines (they’re continually monitoring what works and what doesn’t) they concluded that short, descriptive subject lines do way better than “splashy or cheesy phrases” (their words). You can view their email subject line best practices HERE.
Email Marketing is very much about testing and measuring, so experiment with different subject lines and see what works. If one is a dismal fail, it will at least give you an idea of what’s NOT working. There’s no right or wrong.
Your Health Coaching business is as unique as you are, so also bear in mind that what works for someone else might give you different results.
Follow these 10 Subject Line Strategies To Get More Email Opens:
1. KEEP YOUR AUDIENCE IN MIND
When you know what your dream clients are into, you’ll get opens when your headlines are related to their needs, likes and preferences. If you are still unsure of who your target audience is, have a read of my blog 4 WAYS TO IDENTIFY YOUR HEALTH COACHING TARGET AUDIENCE (aka Dream Clients).
2. KEEP THEM SHORT
Five to seven words are enough to not get cut short when your email pops up in your dream client’s inbox. As you know, people’s inboxes are pretty full and they want to scan through quickly to pick out what’s readable. Sometimes subject lines using just one or two words can get more opens!
3. MAKE IT PERSONAL
The jury’s kind of out on this one, because some people say using a person’s name smacks of ‘spam’.
But, there’s something about seeing your name in an email subject line that makes you sit up and listen. Have you noticed that when your receive one of those emails? If your email marketing app offers merge fields, throw one in every now and then and see how people respond.
4. ASK A QUESTION
Questions play to people’s curiosity, so have a go at using them in your subject lines. They urge people to read further (the body of the email) in search of an answer.
If you ask a question that has a ‘yes’ answer for the person, you’re likely to encourage more email opens: Your dream client will want to find out what your solution to their health challenge is. So, something like, “Are you often feeling tired and sluggish?”
5. GIVE AN INSTRUCTION
A direct instruction is often very effective. Try a call to action, like encouraging your dream clients to book a free Discovery Session, or if you’re guest speaking at an event you might start with, “Join me at…”.
6. USE NUMBERED LISTS
If your email content lists things, like “10 Email Subject Lines that Work”, it pays to reflect that your subject line.
People can easily gauge how long your email might take to read, and somehow it makes it feel manageable, so they are more likely to click and open it.
7. ANNOUNCE SOMETHING
If you’re emailing your dream clients to share some exciting developments in your health coaching business, like a new package, for instance, get your readers inspired by popping it into your subject line. Try: “My new package is here!”
8. CREATE A SENSE OF URGENCY
Without being salesy (it turns people right off, and it’s not who you are anyway), you create a sense of urgency with subject lines like, “There are just 24 hours left to book a free Discovery Session with me.”
As a brand new coach, everyone knows that you are not 'booked-out' yet - so don't use lines like "2 spots left" which is not true - but instead find places where there is genuine urgency to encourage action from your viewer.
9. CAPITALISE ON WHAT YOUR AUDIENCE SEE IN THEIR INBOX
Mailchimp has a cool little feature that allows you to add a short teaser to your email when it shows in someone’s inbox (you find it in the top left corner of your email template when you’re designing your email).
In most email previews in your inbox, that text usually shows up as “Having trouble viewing this email?” – that’s a special little piece of real estate to capitalise on.
10. EMPHASISE BENEFITS
Features are rarely as exciting as benefits. For example, would a subject line talking about a diet speak more to your dream clients than a mental picture of clothes fitting better or feeling more energised?
Now, time for some examples:
- Do you have a special dress you’d like to fit into again?
- How a Health Coach can help you reach your health goals
- Why more mums are drinking ___________
- How I overcame Adrenal Fatigue in 6 months
- How to make school lunches that sustain energy
- Discover the best ways to _______________
- Have you been feeling unmotivated lately, Kerry?
- Wanted: Motivated women who want to up their fitness game
- Get ready to change your relationship with food
- My special introductory program pricing ends tonight
- Want weight loss to be easier?
- Wish eating right wasn’t so hard?
- 3-Step Action Plan for getting fitter
- 4 Secrets the world’s healthiest people keep
Above and beyond anything I have shared above, you must ALWAYS first know your ideal client inside and out before writing subject lines. Your in-depth knowledge of your ideal client will shine through your email subject lines above-and-beyond any formula you could ever study.
In my signature program UPswing Mastermind for Health Coaches we start by getting UBER clear on exactly who you are talking to in your emails, so that your can use the ideas above to ensure your emails turn into clients.