Yesterday I made a terrible mistake.
It had to do with the subject line I dashed off in a frenzy.
The worst part is, I realized the stupid mistake I had made less than an hour after sending the email (which proves yet again why you should never write your emails the day of).
What was the mistake?
And more importantly, how can you avoid it in your own emails?
It’s really quite simple (which makes it that much more infuriating that I made it!).
The stupid subject line mistake I made is asking a “yes or no” question.
Which in my case was:
“Is email marketing changing the world?”
Now, I’m not saying you can never ask a “yes or no” question. There are times I’ve done it where it made sense because there was enough built-in curiosity.
But 9 times out of 10?
It’s something you want to avoid.
Because it’s too easy for your reader to say “yes” or “no” and then move on without opening your email.
On the other hand, asking open-ended questions, like “how many licks does it take to get to the salesy-roll center of a sales email”... then your reader thinks “Yes… how many does it take?”
So keep this in mind next time you dash off a subject line.
For my help writing your copy, head here: