3 Silly things that make subject lines scream “you should really open this email!”

1) The use of digits – “Because digits stop wandering eyes.” So how many times have you seen subject lines with things like;

“7 ways to boost your brain power”

“3 steps to a great night sleep”

“10 facts about sunflower seeds..”

Countless times I imagine.

Thats because numbers often represent facts – us humans LOVE facts.

Digits also catch the eye. So for anyone scan reading your email subject line, using a number can stop them and encourage them to read on.

If anything, this technique is overused. I know I know I used one in the title of this post… but its hugely effective so it will continue to be used. And used….and used.

2)Create curiosity – In a world where we are bombarded with email, its a must that you give your recipient a reason to open your email. Make it stand out. Make sure it doesn’t just become another SWIPE – DELETE.

One way to avoid the pit of rejected emails folder is to give them a reason to open your email in the first place. Something that will make them go “hmmmm..”

You can do this by ;

– Simply telling your reader whats inside your email – and why they need to read it.

– Pulling an interesting quote or message from the content of the email and using that as the subject line. The best example I’ve seen of that today was from the “email goo roos” Ben Settle – In an email where he his promoting his latest podcast, he crafted the subject line “My goal was to give him a heart attack” Now I just had to open that sucker up and find out what the heck he was on about.  Of course the quote was related to his podcast – so I then went on to listen to that. Curiosity is a powerful psychological trigger.

A popular technique lately to really fire up the curiosity within the reader is to give them an added incentive to read on. For example – “My house seems so boring after seeing these 33 awesome things, I want them all, especially number 5”

That last little bit – “I want them all, especially number 5” …How can you not wonder what number 5 is now if its the most awesome of the 33 awesome things? When used in the right place, an extra little incentive can be very effective.

3) No capitalisation. This being the silliest of all the silly things that make subject lines scream “you should really open this email” is something I have only just started to notice.

When we receive an email where each word starts with a lower case letter – it gives the message a much friendlier and less “corporate” look.

My theory?

We get so much email from large retailers and online stores (most who don’t have a clue about effective email marketing) whose emails are written in such a professional manner – just like they are writing to a large crowd of faceless people instead of like they are speaking to a friend (how they should be written)

They will use proper English, no slang, no personality, no human touch.

Each Word In The Subject Line Will Be Written Like This.

So when we receive a message without this “professional business- corporate like look”  its refreshing.

It reminds us of email exchanges between our close friends.

If you have ever signed up to the world wide successful online marketer Brendon Burchard you would see that nearly all of his subject lines are like that. No capitalisation. Just an enticing sentence, written like it was only sent to you.


Bonus tip – There really are no rules. There will alwyas be diffrent trends – the latest thing that works. So experiment. Be a rebel and try something new. Dare to be different!





Your 4 Types Of Customers – and the simple way to attract more of the 3rd type


If like me you work or have worked in a retail store, you probably know how fascinating (and often predictable) customers are.

You would have seen and interacted with countless customers day in and day out.

Being at the front line of service for your employer gives you a great view of who exactly is walking through the doors.

….And really, there are only 4 main types of customers. Each which you can uniquely cater towards.

Here they are;

1. The Impulse customer.

These are the people who cant resist a bargain – or simply cant resist to buy stuffs! Create beautiful looking displays for this type of folk. Put your most interesting products in the space where your customers queue – preferably something they can easily pick up and explore, something thats too irresistible not to add to their basket.

2. The wandering customer.

Now these often create the largest amount of traffic for a shop – but the smallest amount of sales. Of corse you will see a rise of wandering customers at different times of the year. The location of your store will coincide with the amount of wandering customers you receive.

Wanderers have no real reason to be in your store, they may just be killing time, or meeting a date. Yet Its still very important to provide these customers with excellent service and hope they are also impulse customers.

3. The loyal customer.

God love the loyal customer. You should keep in regular contact with these. Through email/post/phone. These are the ones who can and should influence your buying and merchandising decisions.

A good idea may be to set up a loyalty scheme. Have tailor made –  exclusive offers only for them to let them know how cherished they are. Even a simple thank you note will go a long way.

4. The need-based customer

The most common type of customer aka -the need-based customer  would have found your business through specifically requiring a product -whether it be through referral or a good ol’ google search.

This group offer the greatest opportunity to grow into loyal customers.

How is this done?

By providing them with such an outstanding service that we will be sure to return.

Because people will always favour the place where they received the best service – even if it is a little more expensive then alternatives.

So strive to deliver an excellent service, go the extra mile, get them to opt in for future offers and let them know about the other products you sell.

A satisfied customer can easily become a loyal customer.

Why you can charge big bucks for something that is “convenient”

Convenience Is King.

You don’t have to be following any business/marketing blogs for very long to read statements like;

“Content is king” … OR

“You got it all wrong, Email is still and always will be king”…OR

“No no dumb-dumb, social media is the king”

Can I just put this out here? The factor that holds all of these together. The reason why your latest video gets watched, your email gets opened your ebook gets downloaded is because of the convenience.

Convenience. Convenience for the customer. The ease of reading email straight from our iphones wherever we are. Checking out the latest posts from our favourite blogs whilst in awkward lunchtime encounters at work.

In Derek Halpern’s latest video he explains how people are willing to pay top dollar for convenience.

  • Uber lets you book a taxi at the click of a button (the cost is practically double)
  •  Pre cut fruit cost 2 to 5 x more money than whole in tact fruit – it eliminates the need to cut it yourself so they charge that extra $.
  • Next day delivery sure is handy. Those of us that hate waiting, we are happy enough to pay the more than doubled charge than standard delivery cost.

So it is quite clear how leveraging the convenience factor can help increase profits in your business.

How can you create convenience for your customer? It maybe something as simple as creating a ebook which answers every possible fear and question they could have when using your product. Or it could be a more elaborate service like offering 24 hour live chat support….Who knows?

All you have to do is create an option where you do 100% of the work for them, where you make it so ridiculously easy, so damn convenient that they will wonder why you aren’t charging an even higher price! Convenience is king…