As I’ve mentioned elsewhere in these issues, your email subject lines are critically important. If they don’t capture attention and get the click, then the rest of your email is wasted since no one will read it.
Another piece that’s almost equally important to your subject line is your email’s opener (i.e., the first few sentences or paragraph). Here are two reasons why it’s so important:
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- The first couple lines are shown as the email preview. This is what the recipient sees before they decide whether to click on your email. As such, this preview is also a big factor when it comes to open rates.
- The first few lines determine whether someone will keep reading. Your subject line (and preview) persuaded people to click. You got their attention. Now your email opener needs to sizzle in order to hold the readers’ attention and keep their eyes on your content.
You can see why it’s so important to have a good opener. So, with these factors in mind, let’s take a look at seven ways to open your newsletter.
Arouse Curiosity
Here you get people curious and build anticipation for what’s coming up later in the email.
For example: Nearly 1000 years ago, the Chinese discovered an herb that seemed to turn back the hands of time and improve health. This herb has been a closely kept secret – until now…
Tell a Story
One really good way to engage readers and keep them glued to your email is by telling a story. This works particularly well when you can tell a story that they can relate to. For example:
- Share an inspirational story of someone who’s a lot like the reader who overcame a problem. For example, if you’re writing to people who want to be public speakers, you might share a story of how someone who used to throw up before speaking went on to become a confident, highly paid and sought-after public speaker.
- Share a story of how bad things were before you solved a problem. For example, if your niche deals with car restoration, you might talk about the expensive mistake of buying a car with an unsalvageable frame because you didn’t know what to look for.
- Share a story about an embarrassing moment. This helps build rapport with the reader. For example, if you’re writing to dog owners, you might share an embarrassing story about your agility dog running off the course and into the audience.
Next…
Ask a Question
What you want to do is engage someone and get them thinking about their problem or the topic at hand. That’s why opening with a question can often be an effective way to hook readers.
For example: Do you dread trying on summer clothes under the harsh and unforgiving lights of your favorite store?
State a Relevant Fact/Statistic
This works particularly well if the fact is surprising. For example, if you’re talking about longevity, you might refer to the Greenland shark that lives an average of 272 years – and then go on to discuss how we can take what we know about these creatures and apply the information to human health to extend our own lifespans.
Share Something Surprising
For this opener, you might go against convention wisdom or do a little myth-busting.
For example: You don’t need to give up chocolate in order to lose weight. In fact, you SHOULD be eating chocolate every day.
Offer a Related Quote
Still another way to open your email is with a powerful, related quote, especially from a famous person.
For example: Mark Twain once said, “There are basically two types of people. People who accomplish things, and people who claim to have accomplished things. The first group is less crowded…”
Get Straight to the Point
The last method is to simply elaborate on the subject line (or provide a payoff) by getting straight to the point.
For example, let’s suppose your subject line said something like this: Housetrain a puppy in 72 hours?
Then you might open with this: If you’ve ever housetrained a puppy before, then you may think I’m absolutely bonkers to say you can train a puppy fast – in just 72 hours or less. But it’s true. And all you have to do is understand how your puppy’s nose is always looking for the next place for him to urinate, and how you can break the cycle of cleaning messes indoors if your sweet pup can’t smell his last mess. Let me explain…
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Conclusion
You just discovered seven ways to open a newsletter in order to get people to open your email and get hooked so they keep reading. Just remember that no matter which opener you choose, it should reflect the subject line and provide a payoff. In other words, avoid using clickbait in your subject lines or email previews, as that will just upset people and get them clicking your unsubscribe button.
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