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Every now and then, a junior email marketer gets hired and wants to wow the new boss.
They want to bring quick wins and what’s more obvious than a better open rate?
How will they do that?
By cleaning up the list? No.
By fixing segmentation for engagement? No.
By playing with the subject line, of course.
The idea is to catch readers off guard and make opening the email unavoidable.
I can guarantee you that most of the time is because the subject line is so misleading, their hearts will skip a beat.
Like the other day on LinkedIn, a guy shared a screenshot of a marketing email sent to him by an HR company promoting their services with the subject line “A se*ual harassment complaint about you has been submitted.”
I have no doubt the open rate was nearly 100% for that email.
And 100% illegal, according to every single regulation in place all over the world.
But why do email marketers keep doing this?
It’s not entirely their fault, and AI is not helping much, unless you openly ask to help you write something according to the law.
(I have several prompts that help me with that, just in case one day I hit my head on the kitchen counter and decide to risk my and my clients’ businesses).
So, how can you protect yourself from such a risk when outsourcing your emails?
There is one HUGE red flag and it’s along the lines of promising results before seeing your stats.
Let me make an example:
”Hey business owner, I can promise you people will open your emails, read them and take action!”
How can you promise that, nice email marketer?
”Because my strategy worked so far for all my clients!”
And where would you start, my beloved email marketer?
”From the open rate, of course!” (proceeds with sending screenshot showing sky high open rates)
The likelihood is, that subject line was misleading too.
So what does a legit email marketer do?
They audit your systems and strategy, THEN present a strategy.
Less shocking funnels headlines and more conversations.
Professional people don’t overpromise, but they usually over deliver.
Pick wisely!
Up there, a misleading pic of my forest home view to lure you into reading this post.
How did it feel?