Sales professionals put a lot of thought into their sales emails' subject lines in the "connect" stage. Unfortunately, they’re often using the wrong kind of thinking. How can we be more thoughtful when we try to push someone along the sales funnel?
By connect, I mean when you’ve got leads and are trying to identify the qualified ones. How do you word your subject lines? Are there any factors for success? Words you should avoid?
My solutions are based on my own observations as a field coach:
Sales Emails: What Doesn’t Work in Subject Lines
Maybe these tactics were useful in the past, but they're tired and worn out now. Buyers specifically say they do not like it when we:
1. Put "Re:" in a subject line
Don’t use “Re:” when it's the first contact you’re making with someone and you’re not replying to something from a previous email exchange. This comes across as sneaky and inauthentic.
2. Use someone else's name
An example of this is “John Smith said we should connect.” Buyers think name dropping is a trick because sellers haven't actually been referred as they claim. And even when there is an actual referral, buyers often think it's an end run.
One buyer recently told me, “I know she called my boss just so she could make it look like my boss was telling me to take her call.”
3. Play to guilt or shame
Lately, lots of emails seem to be angling for a "shame on me!" response. They have subject lines like “I haven't heard back from you” or “This is my third attempt to reach you.” Most buyers don't fall for the manufactured pressure and don't think very highly of sellers who seem to think they're entitled to an instant response.
What Does Work
What does work in the subject line is something personal and inviting. Think of the subject line as you would a book or movie title. It should grab your attention and make you interested in finding out more. It doesn't need to be cutesy or clever. It does need to be clear and compelling.
Here are three examples of subject lines on emails I received recently. For each, I'm including a revision that makes it stronger. At the “connect” stage, these are people who we don't have strong relationships with yet, so the tone must be professional without being clinical. That's why I've edited out phrases like "Hey, Deb" and "regression analysis."
1. "Hey, Deb, don't you want to close more deals today?"
I'm not a fan of fake questions. There's obviously only one answer to this question, but my affirmative answer doesn't make me any more interested in this email.
On the contrary, it makes me think that the sender must not understand sales very well if they could even ask a question like this. And then there's the false familiarity that tries to force casualness. It smacks of being inauthentic, and that shuts buyers down.
One thing this subject line does right is use my name. Putting the name of your prospect in the subject line does get their attention and interest.
A more straight-forward subject line would be: "Here's a way you can close more deals, Deb" That's a subject line that compels me to read more. And that's the whole point of a subject line!
2. "Using regression analysis in compensation"
Ugh. Maybe this would be more interesting if I were a compensation analyst or a finance manager. But I'm not.
That's why subject lines should take into account who you're sending them to. This one is, for me, a subject line that gets the email fast-tracked to spam.
Because I am a consultant to sales organizations, I do have an interest in sales compensation. Just not regression analysis or anything too mathy. So for me (and for a majority of people), getting straight to the benefits would be a better approach.
A more compelling, benefits-focused subject line would be "Create a comp plan that keeps your best employees happy."
3. "Re: How to PREDICTABLY generate high-ticket sales"
Here's the fake-out with a "Re:" that isn't real. Did the sender really think I'd fall for it and believe I initiated the conversation?
What's good about this subject line is that it emphasizes a key word that is on the minds of many sales managers today. Predictable is good. High-ticket sales is good, too.
Taking the "Re:" out of this subject line would make it stronger and more authentic. I probably would have opened it if it didn't start with a deception.
Be Open, Not Disingenuous
Be authentic. Get straight to the point of the email. Include the benefit for reading the email. Use the recipient's name. Don't try to fool anyone. In the “connect” stage, establishing trust and opening the relationship is your aim.
