Two Words That Converted 4% Of An Entire List In One Hour

In yesterday’s Monday Marketing Moment, I revealed that adding two little words to the subject line of an e-mail played a pivotal role (funny thing) in converting almost 4% of an entire opted-in subscriber list to register for a teleseminar within one hour of the e-mail going out.

Indeed: it was a funny thing.

Now: are you ready for the two little words?

Here’s How It All Came Together

The first notice for the teleseminar had subject line “<firstname> – FREE Teleseminar, ______________________” (the name of the teleseminar went where the blank is)

The second e-mail was basically a resend of the first, just with a couple sentences of the “we’re sending this again to make sure you have a chance to sign up” variety added to the very top.  This second notice was originally to have subject line “<firstname> will you join us?”

I recommended they add two words so it read like this: “Second Notice: <firstname> will you join us?”

So the two little words that fixed it are the Second Notice: part.

Simple eh?  I know.  It’s funny.  I’m a fixer.

So, How And Why Does A Second Notice
Get So Much Notice?

I believe the answer has a lot to do with common sense and natural human reactions.  Think about it:

• Do you like to go through life feeling like you missed something important?
• Will you give it at least a moment’s look if someone says you might have missed something important?
• Have you ever been put “on notice?”  How did that work out for you?  Did it get your attention?
• Whether or not you are a procrastinator, are you more likely to act if you know you still have time, or if it feels like time is running out and you might miss your chance?
• Are you in an industry where promptness, seeing all the angles, and proactivity are cardinal virtues (like this client’s target niche)?

The common thread is straightforward.  When creating any form of copy (e-mail copy, webpage copy, headlines, subject lines, status update, tweets, etc.), get inside the head of your prospect.

DO  NOT fret about “what do you think will be sweet music to their ears?”  I love music.  When I want sweet music, I go to a concert.

When you want MARKETING RESULTS you ask, “What will persuade them, what will compel them, to act in my favor?”

Start from there, and chances increase that your marketing will be far more compelling.

Yes, you can.

- ARH

P.S.  Adding two words to the subject was a super-potent adrenaline shot that boosted e-mail open rates and click-throughs.  A well-designed, conversion-optimized business building landing page played a big role too.

As did, from the larger view, my client’s relentless and persistent website conversion conversation with his subscriber database which steadily boosts his prosperous business.