Here are a few examples of awful, ineffective (yet often recommended) tips coming from sales automation software providers. Some even claim to have “secret formulas.”

Yeah, I’m serious. They say that.

Catchy, compelling email subject lines will vastly increase your email open rates and engage prospects. 

No they won’t.

Catchy fails terribly in sales prospecting messages.

Attempts to compel also fail.

See that word “vastly” up there in that recommendation? Copywriting tip: The author says “vastly increase” rather than just “increase” why?

Because they’re:

• trying to persuade you 
• assuming you won’t believe them, hence the persuasion
• at best, exaggerating—worst case, lying

This is why inserting adjectives and adverbs in your emails to prospects doesn’t work.

It’s a sure-fire way to sound persuasive.

Need to convince a prospect to talk? Care less. Avoid looking needy. This is a terrific way to strengthen your words, make them stand out.

Using plain speak is a mental trigger. So is being at piece with rejection.

If you ever catch me using too many adjectives or adverbs let me know. It’s a terrible habit and difficult to break. 

What software vendors don’t understand is customers are numb to catchy. They see right through it. They are also becoming excellent at spotting messages that try compelling them to open.

Catchy & compelling don’t work in sales. Marketing? Maybe, if it’s original. But it rarely is and it never works in sales emails.

Conventional subject line tactics no longer work.

I’m including a few insights below. If you would like more get in touch here or in comments below.

Our private community (of sellers) reports specific, trending subject line tactics as helping increase open and response rates.

Including using:

• Less than 4 words (“sweet spot” is 2)
• Lower-case first letter 
• Trigger words to create “tension” creating urge to open 

Want to see examples? Join us in Sales Copywriting Workshop #4.

And avoiding:

• Words commonly found in your competitors’ subject lines (there are dozens)
• Communicating your intent (e.g. looking like another sales rep who wants a meeting)

If you would like more insight on what’s trending join us in this short workshop or chat with me in comments below.

Writing effective subject lines is not as easy as Googling the latest “secret formulas.” 

If you’re not experimenting you’re not starting conversations using email.

It becomes easier when you tap into “what’s working” inside a private community of professionals seeking better ways. Emerging “next practices” that have not (yet) been discovered by the masses.

“The best way to get conversations started with customers is collaboration on messaging with like-minded professionals, ” says Justin Cromer, Director of Sales at Event Management Solutions Group. “The difference between the Spark Selling Academy and other sales training options is community.”

Where do you/your reps turn for subject line formulation, experimentation and best practices?

Why aren’t you part of our group of insiders yet? It’s free. Start finding out what actually works with cold and follow-up email subject lines.

Please don’t take subject line advice from marketers or tips from your email software company!

Who do you trust with the email writing portion of your prospecting strategy? Let’s discuss in comments below.