shutterstock_409462606The average business professional receives nearly 125 emails every day. As you can imagine, around 80% to 90% of those are deleted immediately. Along with the email sender, the subject line plays a huge role in whether or not your email is opened or deleted. The only way your emails can survive a mass exodus is by crafting engaging, relevant, and click-encouraging subject lines.

Here’s how financial advisors and insurance agents can write better email subject lines and improve their email marketing ROI.

1. Keep It Short

While a desktop inbox shows around 60 characters of an email subject line, a mobile device only shows between 25 and 30. When around 50% of people check their email on mobile devices, you want your emails to be mobile-optimized. Keep your subject lines short and sweet. If you really feel the need to make it longer, include the most important information at the beginning to avoid it being cut off.

2. Don’t Be Obnoxious

Pranks are for middle school and no one enjoys being tricked into reading or opening something. Also known as clickbait, avoid subject lines like “You won’t believe this,” or “Make $1 million right now.” It sounds like spam and most recipients will immediately trash the email. And while we’re talking about obnoxious email practices, don’t put words in all caps or use excessive exclamation points and question marks.

3. Write Like a Human, Not a Bot

When you meet with a prospect, do you ever scream, “free consultation! Request Now!” Probably not. If you wouldn’t say it in conversation with someone, don’t write it in an email. You want to come across as professional and thoughtful. A few alternatives that are more engaging and click-worthy:

  • When’s the last time you reviewed your investments?
  • Is it time to review your financial strategies?
  • Improve your financial confidence with a complimentary consultation

4. Add a Deadline if There Is One

Hosting an event? Create a greater sense of urgency by including a timeframe. Instead of “Register for our Annual Financial Markets Review Bruncheon,” consider something along the lines of, “Limited Space Available for our Upcoming Event – Reply Soon.”

5. Tell, Don’t Sell

The pros at MailChimp say it best: “When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.” Your email isn’t an advertisement; it’s an informative piece of content. Treat it like one. The point of a subject line is to quickly highlight what your email contains. Set your readers’ expectations and clearly explain what your email is all about.

6. Make an Offer They Can’t Refuse

Let’s face it. Everyone wants and expects something from you when you send an email. This doesn’t have to be something tangible, such as an event invite or complimentary service. It could be information, such as an article, video, blog post, or whitepaper. If you’re sending a monthly email campaign with educational content, mention that value in the subject line. You can do this two ways. First, you can make a statement or ask a question about the topic you’re covering, such as “Is It Time to Retire the 4% Rule?” Second, you can specifically mention what you’re providing, such as “Discover the 4% Rule Myth in My Free Whitepaper.”

Remember: if there’s one thing you take away from this it’s that there is no one hard and fast rule. While these tips have proven successful, there will always be some variation depending on your audience and contact list. Don’t stick to one method just because you read about it. Take chances, try new techniques, and discover what works best for you.