3 of the Best Subject Lines I've Found
Inbound marketing is the rage in B-to-B marketing. But there's no substitute for diligent prospecting: cold calling and cold emailing. No, these techniques are not dead. They work. But only if you have an effective, repeatable process to interrupt and spark conversations with new prospects.
Yes, I said interrupt. So shoot me.
An effective digital prospecting process starts with your opening line. In an email (or LinkedIn InMail) message it starts with your:
- subject line and
- first sentence
Your first few words will make or break your “cold” digital approach.
So let's have a look at an effective, repeatable email messaging approach that helps you interrupt prospects in a way they appreciate.
A Cold Approach Process Prospects Like
This is the effective technique practiced by the top 5 percent of digital sellers when prospecting. Remember to always structure what you write to:
- earn attention and quickly direct it in ways that ...
- spark curiosity (in what you said, not your product/service)
- provoke response (immediately, without hesitation)
Once you've completed this process with the “first touch” message you can connect the conversation you sparked to your product/service — naturally, with integrity and without feeling pushy.
The output of this process is lovely: Buyers that self-identify or poor leads that self-disqualify.
All thanks to your effective, repeatable email messaging approach that scales your time. Thanks to your ability to interrupt in a way that is appreciated by potential buyers.
3 Subject Lines That Provoke Opens
The job of your subject line is to get your email opened—in a way that doesn’t backfire in your face. Remember to never:
- Signal what is inside your email by being too specific. Weird or odd is good. But a total disconnect with the prospect risks the delete key.
- Ask for a meeting in your subject line — or telegraph you want someone’s time!
And for Heaven’s sake don’t write your subject line like an email newsletter headline. What do you do with anything looking like that — coming from someone you don’t know? That’s right. You delete it!
1. "Not spam — I read your profile"
I wish I could take claim for this one. It was originally suggested by a client. It works for him, other students and me, too.