{Disclaimer…no marketers were injured during this writing.} Nothing’s more important in email marketing than getting someone’s attention immediately. To be perfectly honest, not even your message content is as important as grabbing their attention initially. The important thought/product/solution/must-have information you want to tell your subscribers won’t be read if they don’t first open the email and like what they see. So here are the seven best ways to grab attention in your emails:

1. [Insert Catchy Subject Title Here]

   Think of the dozens of emails that come through your email box every day. Some emails are from friends, some from co-workers, some from your Aunt Joanne who forwards every (single) funny email, and then there are some from companies trying to market their products to you. Permission email marketing is based on the fact you are marketing to an existing client base, to people who already are interested in your company/product, which means you already have a bit of an “in”. Now, you just have to get them to read your email and take the bait (aka buy something, click a link, share your email, fulfill your marketing objective).

   So jingle the keys in front of the baby and grab their attention! Write a subject line that speaks to them immediately and doesn’t meekly imply what might be waiting for them, you know, if they would just kindly, pretty please, click on the email and read, whenever they get a chance, thanks-so-much. Be BOLD! Be a solution to a problem! Be on their side! What can you do for them, rather than what do you want them to do for you?

2. Show some cleavage!

   Not literally… although, the page views would certainly go up! But think about making the design of your email a little more attractive, even if it’s just mostly text with html markup. If it’s mostly text, make sure you don’t have six huge blocks of text that give the reader the feeling they’re going to need a nap midway through. Introduce your thought, explain quickly how your product can help them and why they need it, and then tell them how they can get it – or where they can read more information about it. Bing, bang, boom! (Also, try not to use, “Bing, bang, boom,” in your emails.)

   If you do use images in your email, try to follow basic design principles, and have an image that makes sense with the subject header. Just because you’re smart, doesn’t mean you can’t be beautiful.

3. Do you believe in love at first sight, or should I walk by again?

   You already have their attention with a great opening line and an aesthetically pleasing look to your email. Now, try not to fumble the ball away by having a boring opening line. Writers call their novel’s opening line ”the hook.” You don’t have to be as engaging as “It was the best of times, it was the worst of times” or “Call me Ishmael,” but you can certainly write something intriguing that prompts them to read further.

   A good closing line doesn’t hurt either. “Your friends wanted to forward you this email, but they haven’t received it yet. Send it along to them!”

4. Use words for your words and numbers for your numbers!

   There are a couple tricks to getting people interested in reading your email once they open it. The first tip is to list things out in bullet points, allowing the reader to scan quickly if they need to, so they can get the gist of your email when they are short on time.

   But to get them to open the email, consider this subject header tip. Write out numbers as numbers, which makes it light and quick to read when a person scans through their emails.

   • Improving Your Bottom Line 5 Different Ways
   • 7 Tips To Beautify Your Living Room
   • Be More Efficient In 9 Easy Steps

    

   Side note: Remember that odd numbers are your friends. List things in threes, fives, sevens and nines. Throughout the universe, odd numbers make for better design. Even in comedy or storytelling, they use, “The Rule of Three.” Ever hear of the Four Little Pigs?

5. People want to “not fail” more than they want to succeed

   People hate rejection or failure, and ironically, that’s what you’ll be trying to avoid by pointing out their possible failures. Readers will be much more inclined to read your emails if they think they’ll be avoiding calamity, rather than hearing good news. It’s human nature – watch the local evening news! Word your subject headers accordingly, like saying, “Top 5 Reasons Your Electric Bill is Too High,” rather than “Top 5 Ways To Save Money On Electric.”

6. Strong language is a MUST!

   Have a strong voice and speak clearly as to how you have something they want/need. Don’t use jargon or words they might not understand. (Like “jargon!”) And don’t be afraid to use emotion in the tone of your writing.

   You’ll also want to pique their curiosity by showing them something everyone else doesn’t know. “The Secret to Better Gas Mileage” or “7 Things You Don’t Know About Saving Money.”

   Another thing to get them enticed is to point out ways they can save time, “The Easiest Route to Doubling Your Client List.”

7. But, my mom says I’m special!

   Show your prospects that they’re special and that you know what they want. Make it personal by using their names or even just the city they live in. Remember, they already gave you information when they opted in to your mail program, so using their name or location isn’t off-putting.

   And let them know you have a solution for something that everyone else doesn’t know, “One of the biggest problems in your industry is XXX and here’s how we can help you solve it.”