Mark Everett Johnson, a recent panelist on the SiPA/Mequoda Email Subject Line Smackdown webinar, has been a copywriter for years. In fact, his career spans over 25 years as a communications specialist and freelance writer.
The knowledge he has to share can be utilized by veterans or beginning copywriters alike.
Below you will find four rules Mark uses while creating email subject lines. He first memorized these concepts 25 years ago for how to write a better headline. His guidelines are similar to those found in our free report The 17 Best Email Subject Lines.
Mark’s four email subject line copywriting tips:
1. Offer a quick and easy way to do something.
2. Talk about the reader’s self-interest –something that is a benefit.
3. Give the reader some news –especially good news.
4. Arouse curiosity, preferably related to points 1, 2 or 3 above.
When asked during the webinar, Mark said his favorite of our 17 best email subject lines was the Targeted email subject line. When asked why, he stated, “The reason is because targeted subject lines are about the reader; and more than any other topic, people want to read about themselves!”
Mark also noted that incorporating numerous archetypes into a hybrid form is usually a preferable option to copywriters. For example, using a Targeted email subject line in conjunction with an Urgency email subject line, or a Reason Why subject line used in conjunction with a Fascination subject line. Additionally, certain email subject line archetypes will work better than others, depending on the reader and the offer.