There are many online articles, some written by me, suggesting words that should not be included in a Subject Line of a marketing email, the intent being to stop it from being diverted into the Spam folder. It’s a risk to pepper them within email copy as well. In addition, there are other words to avoid for other reasons.
There are a number of aspects to this. For instance, some commonly used words have become tired, with all meanings being beaten out of them by repeated use, often inaccurately. Some have become jargon. Don’t get me started on the use of strategic when tactical is not only better but much more accurate. And what about track record? Why are two words so much better than one? They mean history or are possibly avoiding the word qualifications as they are weak in that aspect. Slack choice of words irritates me, which is of no concern to you. However, ask yourself if the same applies to any subscribers to your email marketing lists.
Let’s accept that life is not fair. You may use the word ‘New’ only when the product you describe is new. If so, you are in the minority. Your subscribers will probably get used to you being honest soon enough, but what about those new to your lists? If an early marketing email contains the dreaded ‘New’ they might, through poor experiences, not bother to open it. It’s unfair, but it happens.
Hyperbole is, in essence, a lie. If you big up something small you are building-in anticipation, which is great, but then along comes disappointment. The story of my life, and I don’t want to read it in a marketing email.
Beyond tired and incorrectly used words, we come to the type that will cost you sales. This is not hyperbole. We talk of targeting, and the first thought that comes to mind is splitting email marketing lists and working out what will be the best way to approach them as an individual group. But some words are forbidden because they will probably upset the vast majority of subscribers.
We are, many commentators suggest, at the start of a long-lasting recession. It probably depressed you a little being told what you already knew, especially as you have been making plans for some time as to how to cope with it. This almost certainly applies to your subscribers, and those who aren’t affected aren’t worried by it. So why tell them of problems to come? What we need to do is to work out what they want at a time when, as we know, things are likely to become difficult.
They are looking for solutions, answers, explanations, ideas (a much-underrated word) and – well, buy your own thesaurus. Don’t promise what you can’t deliver of course, but if your product will help subscribers to your email marketing list, then tell them so, in a positive and firm manner. If you give them what they want, they will return. First of all, though, you need them to open your email.
