Recipe for an Ezine: Ingredient #3: Email Subject Line: Clear, Clever, and Compe

Recipe for an Ezine: Ingredient #3: Email Subject Line: Clear, Clever, and Compe
Published Date: 2007-04-20 16:35:22 WorkOnInternet.com

While there are eight key ingredients to writing, formatting, and publishing an electronic newsletter or ezine that works for your business, step three will take more time and forethought.

Your email subject line, which is most likely the same as or similar to your article title, should be clear, clever and compelling.

Creating a good ezine article title or email subject line is may be more important than the actual content, given that so few readers (11%) actually read the entire content of emailed newsletters. Most readers scan, making the headline and subheadings very important. In the context of an ezine, the headline can be both the email subject line and the title of your articles. In both cases, you want to compel the reader to first open your email and second, read your article.

The best headlines are those that start a story, make a shocking statement, tease a bit, offer a benefit or prepare the reader for what’s to come.
Experienced copywriters are extremely good at writing headlines and titles that pull in readers. One such expert is Michel Fortin, who uses his “3 X 3 Rule:”

That is, your headline should cater to:
1. The three greatest human goals to make or save:
a. time
b. effort
c. money
2. The three greatest human desires:
a. lust
b. greed
c. comfort
3. The three greatest human teasers:
a. curiosity
b. scarcity
c. controversy
If you think writing a compelling headline is easy, then you haven’t done it enough. Good headlines actually lead the reader down a path towards a call to action, which can be to make a purchase, register for a program, or click through for more information. However, if it is too obvious, you will alienate your readers and they will not only stop reading, they will delete the email or unsubscribe.

Don’t despair; there are many good copywriting handbooks that include headlines you can model. You can create your own original headlines based on ones already proven to work. In particular, we recommend David Garfield's "Advertising Headlines that Make You Rich" and Dan Kennedy's "The Ultimate Sales Letter."

For more leading edge ezine tips go to www.coachezines.com . To learn more about how to create and publish great ezines, go to www.ezinepublishingsystem.com . Patsi Krakoff, Psy. D. is a retired psychologist with over 7 years experience marketing online. Denise Wakeman has been marketing online since 1996. Between them, they write on 10 blogs and publish two newsletters, including www.SavvyeBizTips.com .

This article was published on WorkOnInternet.com
The URL for this article is : http://www.workoninternet.com/article_15731.html
The URL for the category of this article is : http://www.workoninternet.com/topic_6.html
Work On Internet : the small business and home business online resource center
List extensive information on building a successful small business or home business online by internet marketing.

Latest articles published on the topic :
"EZines and Newsletters"
Use Blogger Blogs To Grow Your Newsletter Subscriber List
4 Ways to Build Your Ezine List Without Spending a Dime
4 Reasons To Publish An Ezine Of Your Own
The 9 Things You Will Want to Include in Your Email Newsletters
7 Simple Ways to Consistently Build Your Ezine List
The Benefits of Online newspaper
Please, No More Newsletters!
How To Find Content For Your Ezine
7 Rules Of An Effective Newsletter To Live By
8 Steps to Designing a Newsletter for your Direct Sales Business