In the course of email marketing some companies offer auto-series that run for a set number of newsletters. New subscribers to the series start at the beginning, no matter when they sign up. If you’re going to offer auto-series newsletters, you want to be able to sell new subscribers with the title alone. While you will have the opportunity to pitch auto-series to existing subscribers, don’t rely on a thorough description to entice readers.
Select aspects of the series that you wish to highlight. Your title should encapsulate the content you wish to offer. If your beginner’s fishing newsletter advise new fishers, a title like “Reeling Them In: Fishing Tips and Tricks for Beginners” is a much more explanatory and captivating title than “Bob’s Tips for Catching Fish.”
Give subscribers a time frame. If your auto-series is ten weeks long, put that in the title. “10 Weeks to Better Banjo Picking” lets the reader know what you’re offering and how much of a commitment they are making. This is a great method of creating a way for users to try out your newsletters without making a commitment they aren’t sure about. Theoretically, a person who knows the length of the commitment is less likely to hit the “spam” button if they lose interest halfway through.
Offer actionable titles. Not every good title is actionable, but if you’re having trouble putting some oomph into your title, start here. Let’s look at some examples: “Increase Your ROI in Three Months” sounds more go-get-em than “ROI improvement Tips.” Likewise, “Stretch and Tone Your Yoga Body in 2014” encourages action more than “A Year of Yoga.”
Interested in examining the efficacy of your series title? Design an email marketing case study! You can also share your ideas on Facebook and ask for feedback.