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October 2020

Subject Line

CREATING A POWERFUL SUBJECT LINE

CREATING A POWERFUL SUBJECT LINE 900 600 Kari Switala

This post was originally published on June 21, 2017 and updated on October 5, 2020.

I think we would all agree that it doesn’t matter how informative, inspiring and all-around incredible your email content is if no one opens your email, right? If that’s the case then the big question is – how can you maximize the potential of the email subject line to create the desired effect – an opened email?

When email marketing, you only have one opportunity to hit the bullseye with each email you send out. The value of a powerful subject line cannot be underestimated. The subject line is a critical component of any keen marketing strategy!

What goes into creating that powerful subject line?

Email Opens

Here is a list of 10 key components to consider:

  1. Keep it short. 5-7 words, 40 characters max. It is important to be aware that the subject line on a mobile screen is cut shorter than that of its desktop counterpart and typically can only contain 35 characters or fewer to appear in its entirety.
  2. Imply a sense of urgency. (Ex. “This week only…”)
  3. Create a sense of scarcity or of missing out. No one wants to miss a good opportunity!
  4. Ensure proper spelling or grammar. Nothing will send your email to the trash can quicker than sloppy oversights.
  5. Consider asking a question to pique curiosity. This is another great way to ensure that “click” because it will send your email recipient into the email in search of the answer.
  6. Consider using numbers in your subject line. We love lists and easy ways to categorize and digest information. (Ex. “3 easy steps…”)
  7. Avoid communicating like a used-car salesman. Refrain from typing words in all caps, use discretion when it comes to implementing exclamation marks and be sure to avoid words that spam filters pick up on or your email won’t even make it into your recipient’s inbox.
    Hot tip: Take time to research spam filter trigger words!
  8. Make it personal. This is the opposite of the used-car salesman approach. You want to appeal to your email recipient on a personal level in much the same way you would communicate with a friend. No one wants to feel like a face in the crowd.
  9. Get to know your audience. Who is your audience and what motivates them? What needs do they have that your business can help meet? Which of their pain points can you help alleviate?
  10. Offer value and expertise. How can you convey the value of the product or service you provide in a few short words? Think of your subject line as the appetizer and the content of your email as the main course. If the appetizer is satisfying then your customer will stick around and delve into more of what you have to offer.

Next time your company formulates that important email, be sure to take extra time to compose a powerful and compelling subject line. Then, track your results to ensure that your efforts are increasing your open rates and make any necessary adjustments!

Putting in this extra effort up front will pay dividends down the road and help you market your business more effectively. If you’re struggling with your email marketing, we can help! Wild Fig Marketing is your digital marketing agency. Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!

Repurposing old blogs

HOW CAN I REPURPOSE MY CONTENT?

HOW CAN I REPURPOSE MY CONTENT? 900 600 Kari Switala

It can be a struggle to consistently come up with new content that is relevant to your audience—content that makes them want to engage with you.

Did you know you can repurpose your old blog posts and other resources rather than constantly creating new content?

Repurposing past blog articles, ebooks/guides, or even webinars can help you get more value out of the content you’ve already worked hard to create. When you adapt your content into different formats—combining several blog posts into an ebook/guide or creating new blogs out of the content from a webinar, for instance—you extend the reach of your current content, allowing you to engage new audiences.

Getting Started With Repurposing Your Content

If this sounds intriguing to you, there are two things you will need to do before you can effectively repurpose your content:

1.) Complete a content audit.

Auditing your current content is crucial. It will show you the topics you’ve already addressed and any related content you could link together. It will also show you what content has been the most engaging and what has fallen flat. (Spoiler alert: you’ll want to focus on the more engaging content and let the duds go).

content audit

To audit your content, start by gathering your blog posts, ebooks/guides, worksheets, videos, webinars, and any other resources you’ve offered in the past. Organize all of this content into a spreadsheet, keeping track of the following categories:

    • content title
    • topic
    • buyer’s journey stage
    • lifecycle stage
    • content format
    • targeted buyer persona
    • and any additional notes that could be helpful as you search through your list in the future

Use this helpful worksheet from Hubspot to help you stay organized as you gather your current content. The content audit is by far the most painful part of this process (especially if you’re a creative type who’s not a fan of spreadsheets!), but trust us, having all of this information gathered into one place will be a vital resource for future content creation. You won’t know how you ever functioned without it.

2.) Decide what you want to be known for.

Which topics do you want to become the go-to expert for? Who is your ideal client? Asking yourself questions like these will help you hone in on what content you should repurpose. It doesn’t make sense to repurpose pieces of content that are not going to attract your ideal work or client, so let those go and focus on the ones that will.

Finding Content to Repurpose

Once you’ve done your content audit and chosen the topic areas you want to focus on, it’s time to find some content to repurpose. Search through your completed content audit worksheet, looking for content or topics that stand out, such as:

  • Top performers. Use Google Analytics to determine your top performing blogs over the past 6-12 months. These are your best bets as far as increasing engagement—if your audience enjoyed them, they’ll probably want to hear more about those topics and will be likely to engage with them again in another format. Consider creating webinars, ebooks, or email campaigns addressing your most popular topics.
  • Topic Clusters. Notice which of your blogs could be combined into long-form content such as ebooks, guides, or webinars. Can you reuse past blogs to create bigger pieces of content that could benefit your audience in some way or answer questions they have?
  • Common Questions. Do you have a blog (or several) that answers questions you often get from your audience? If so, repurpose them into a Q&A video and/or downloadable guide.
  • Helpful Statistics. Are there certain blog topics that involve a lot of numbers? Repurposing those numbers into eye-catching and relevant infographics will give you great fodder for social media posts and provide a way to link back to the original blog to boost engagement further.

You get the drift. Focus on the content your audience is already gravitating towards and ask yourself if there is new information you can share that relates to those topics or if there is another way to deliver the information to your audience. Do you see how effective this can be?

Bonus: Optimizing Old Blog Posts

As you’re working through your content audit and choosing old blogs to repurpose, take a few moments to optimize those old posts to improve your SEO. Here are a few ways to do this:

  • Consider adding a short list to the top of the blog—doing so can help with snippets and SEO ranking.
  • Update the title to include a long-tail keyword that aligns with the question(s) your target audience would search for online.
  • Look for other blog articles you’ve written, videos you’ve created, or other resources you offer (ebooks, downloadable pdfs, checklists, etc.) that are relevant to this topic and include links to them in the post.
  • Make sure every blog includes a call to action (a link to view more content, follow you on social media, book an exploratory call, etc), and update the CTA as needed to keep it relevant.

We hope this quick intro to repurposing your content was helpful. Now all that’s left to do is to get started! Repurposing your content effectively will help you reach your audience, increase engagement, and get more out of the work you’ve already done. Need help creating ebooks, guides, or other content from your old blog posts? We know someone who could help. 😉

Wild Fig Marketing is your digital marketing agency! Whether you’re looking for marketing help in the form of website design, sales or process automation, content marketing, email marketing or lead generation, we have the knowledge and experience to help you rock your brand. Contact us on our website or set up a complimentary 30-minute strategy session here!