September 1, 2010

Below is a great piece from RAB VP/ Training John Potter that was in their daily Radio Sales Today newsletter last week. (I'm a big fan of the RAB, their training, resources and advocacy for our industry. If you're not a member, consider it today.)

6 Tips To Get Your Clients To Open E-Mails

Compelling subject lines get your e-mails opened by clients and prospects ... and that must be the first goal of any e-mail. Use these tips for subject lines to improve your open rate.

1. Create a sense of urgency.
2. Include a benefit to the receiver.
3. Be consistent with your station's image.
4. Signify the importance of the e-mail.
5. Play to the relationship you have or want.
6. Keep it short and to the point.

Good e-mail subject lines will make the client want to do something. Create your subject line by first knowing what you want clients and prospects to do.