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How to Write an Effective E-mail Subject Line with Jeff Sexton (5:16) Dr. Ralph F. Wilson , Web Marketing Today - May 18, 2010

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In this video interview, copywriting and conversion expert Jeff Sexton offers some tips on writing e-mail subject lines that get the click-through. "Picture your own inbox," says Sexton. "It's full!" Therefore, the #1 job of a subject line is to get recipient to open and read the e-mail message.

Sexton cautions against trying to "sell" with your subject line -- leading with your price or offer, unless they're compelling. Rather, use hooks such as:

• Encouraging their dreams
• Allaying their fears
• Justifying their failures.

He points to Robert Cialdini's "6 Weapons of Influence":

1. Reciprocation
2. Commitment and consistency
3. Social proof
4. Liking
5. Authority
6. Scarcity

Sexton suggests testing putting the recipient's name in the subject line, but notes that it generally doesn't help these days and takes up precious room.

Some negatives: Don't be deceptive, don't use words that tend to trigger spam filters, such as "free," "new," and "money." Moreover, the copy (e-mail message) must deliver on the subject line's promise.

Testing subject lines can be done by split-testing part of your list, possible on email marketing systems such as MailChimp, InfusionSoft, and AWeber. You can also track Twitter 'tweet' click-throughs for different subect lines and compare click-throughs on various headline variations for PPC ads.

Jeff Sexton of JeffSextonWrites.com is a skilled copywriter who has consulted with several Fortune 50 companies, run hundreds of messaging tests, and provides copywriting services to companies large and small. This interview was recorded at Conversion Conference West in San Jose, CA, on May 4, 2010.