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The DOE Insider
The Official Ezine of The Directory Of Ezines

August 6, 2004 Volume 3, Issue 11

Charlie Page - Publisher
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Hello

Today we look at a way to literally pump new life into your existing marketing by making one small change to your email messages.

This has been one of my top methods of marketing for years. I hope it works for you as well.

Charlie Page
866-824-8966

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Have you seen the Directory of Marketing can do for yOU?
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There are over 12 areas within the Directory that will help you become a more effective marketer today. Here are two highlights.

1. We give you the products to sell AND the tools you need to sell them. You get the product, the web page ... everything you need.

2. We show you the actual results of our marketing. Why does this matter? Because knowing what works for us tells you what can work for you!

There's more, much more. I've put it all on a short page you can read in literally one minute.

http://www.directoryofmarketing.com/sixty-sec.htm

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Create a Subject Line Swap File
© 2004 Charlie Page
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You are probably aware that email marketing is the most powerful form of marketing online today. Even in 2004, as we debate new ways to stop the bad guys and ensure that we know who the email comes from, every top marketer uses email to deliver their message because it is simply the most effective method available on the Net.

I know that you know that email marketing works, and is stronger than ever. After all, you are reading this email! ;)

What you might not know is how much impact the subject line of your email has on the effectiveness of your message.

After all, you can go to great effort to write a compelling message, paying careful attention to all the nuances of paragraph length, just the right word here or there, and more. But if your message is never opened all of that work is wasted!

So let’s look at how you can get more of your email messages opened and read.

The key element here is the subject line. Almost everyone gets too much email or uses filters to reduce the amount they receive. And almost everyone is busy, with too little time to do what he or she wants to do online.

This has created a generation of scanners. We scan 100 or 200 emails, looking for the ones that are worthy of our time, in about 5 minutes time.

And that’s why YOUR subject line MUST shine if you want to compete and win.

The subject line is your headline. We often hear copywriters say that the right headline can “increase sales up to 800%”. While that’s probably a bit hyped up, the right headline can have a huge impact on sales. And so can the right subject line have a huge impact on your email open rate.

Rather that reinvent the wheel, we can create a subject line swap file for use anytime we need it. Here’s how to do it in three easy steps.

NOTE: A “swap file” is just a way to say a document that contains bits of copy that you will use later on. Many writers use swap files for headlines, the closing section of a web page and more.

1. Choose what to put in your swap file.

Look for headlines that appeal to you. If something appeals to you, the chances are it will appeal to others as well. These are the messages to keep.

Look for email that gets filtered into your “junk” folder. You must avoid these like the plague! These emails are the ones not getting opened now. Don’t let yours become a victim of the filters too.

2. Separate these emails into a special folder.

No need to clog up you inbox with these messages, so either copy them and put them in a text document or create a special folder just for them. Creating a special folder is better since you will be able to sort them by sender or subject, which is the next step.

3. Group them by type of product or sender.

The key here is to look first for who sent the message. If it’s someone you know is successful online, like Shawn Casey or Yanik Sliver, pay close attention to the subject line. I can promise you that they did. These are often the best subject lines from which to draw your inspiration.

Next, you want to read each message to see what it’s about. Then group the messages by the type of product being promoted. Information products are promoted differently that Network Marketing which is different from real estate. By grouping the messages you have a mini-swap file by the type of product you are promoting.

4. Pay special attention to repeating ideas or subject lines

These are often the messages that have stood the test of time. I have about five messages in my swap file from 2001. I still get these messages today and can assure you that they would not still be sent if they did not work.

Now that you have created your swap file, it’s time to do some marketing. Pick your top selling product (or the one you want to sell) and find a subject line where the message is for a similar product. Then rework that subject line until it retains the same meaning but is your own.

Of course, never use a subject line as you find it. The point here is not to steal someone’s work, but use that work as inspiration for your own work.

Now sent out a selling message using your new subject line and see how it goes. If it’s successful, copy it to a permanent file to be used again. If not, go on to the next or refine it and try again.

By always staying truthful in your subject lines, using proven concepts found in your subject line swap file, and being consistent in your efforts, you will see an increase in the profitability of your email marketing.

And that’s a very good thing indeed. ;)

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Charlie Page is a copywriter who owns the Directory of Ezines and the new Directory of Marketing. Discover marketing techniques that work in the real world and get Charlie’s series “A Dozen Ways To Succeed Online” at http://www.directoryofmarketing.com

You may use this article in your ezine or on your site as long as the article and resource box remain unchanged. DOE and DOM affiliates, you may also replace
my link with your own.

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Copyright And Publisher Information
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Charlie Page
Directory of Ezines
P.O. Box 494
Washington TX 77880
Phone: 866-824-8966
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