ASA Central Network

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  • 1.  The importance of an email "Subject Line"

    Posted 11-17-2020 10:04
    Over the course of my staffing and sales leadership career, there have been many instances of "ah ha" moments. One such moment came when a team member handling a key account received an email from the main contact with a subject line that read "WE HAVE A PROBLEM". By the time I saw a copy of the chain of emails that went back and forth, the issue had escalated in part due to the subject line. I immediately asked the sales rep to change the subject line to, "Good News, we have a Solution". This issue was de-escalated simply because we changed the tone of the email AND we really did have a solution. Each time this email was opened, the contentious tone took over and the client became increasingly dissatisfied. 

    Please share your ah ha moments.

    Be mindful of subject lines! They can make or break a relationship. 
    Happy selling!
    Claudette Cunitz, Sr Staffing Consultant 
    cc@advisorsgr.com

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    Claudette Cunitz TSC, CSP
    Staffing Industry Consultant, Speaker and Trainer
    CC Advisors Group LLC
    Waterford MI
    (313) 549-9640
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  • 2.  RE: The importance of an email "Subject Line"

    Posted 11-18-2020 07:50
    Great observation Claudette,

    We test email subject lines all the time. And you are dead on that they make a significant impact on not just open rates, but also the overall tone of the communication. I remember several years ago, we tested a subject line of "You're fired." It was an article about how to tactfully manage terminations. Needless to say, the open rate was off the charts, but I think we caused a few too many heart attacks! 

    At Staffing World, I presented a Knowledge Bite on email marketing that included five best practices for subject lines:

    • Be direct - make sure the subject line matches the subject
    • Less is more - the fewer words the better
    • Personalization helps - e.g., Claudette, the report we discussed
    • "Talk" from the reader's perspective - make the subject about things they want or perceive
    • Address a key pain point or relevant topic

    Here's a link to that 5-minute video:
    https://screencast-o-matic.com/watch/cYQI2tJIFC

    David

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    David Searns
    CEO
    Haley Marketing | 888.696.2900
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  • 3.  RE: The importance of an email "Subject Line"

    Posted 11-18-2020 10:11
    Hi Claudette, you are spot on in that the email subject line sets the tone for the receiver AND influences open rates.

    Piggybacking off David's point of 'less is more'. This was one of my email marketing 'ah-ha' moments. To avoid subject line truncation (words getting cut off) test how the subject line reads on a desktop and mobile device.

    Zurb offers 'Test Subject', free for mobile subject line tests https://zurb.com/playground/testsubject 

    For email subject line writing inspiration, I sometimes turn to the experts at HubSpot. They wrote a great blog on the subject - https://blog.hubspot.com/sales/sales-email-subject-lines-that-get-prospects-to-open-read-and-respond

    Best, Joan


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    Joan Starszak-Pajari
    Senior Marketing Specialist
    ABR Employment Services
    Madison WI
    (608) 268-2271
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  • 4.  RE: The importance of an email "Subject Line"

    Posted 11-19-2020 08:21
    Thank you David and Joan for your input! Super helpful. Sometimes it's a simple solution that will make a big impact.

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    Claudette Cunitz TSC, CSP
    Staffing Industry Consultant, Speaker and Trainer
    CC Advisors Group LLC
    Waterford MI
    (313) 549-9640
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  • 5.  RE: The importance of an email "Subject Line"

    Posted 11-20-2020 14:01
    This is great information, Thank you!

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    Jessica DeBusk CSP
    Sales and Accounts Manager
    ARVON Staffing
    Virginia Beach VA
    (757) 499-9900
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  • 6.  RE: The importance of an email "Subject Line"

    Posted 11-25-2020 13:49
    I am a big fan of clear communication.  Often with clients and candidates it is hard to get responses. I have found the power of subject lines in getting a response. Of course you want to ensure the subject line is accurate and not dramatic.

    In regards to ah ha moments, have you had cases where you email someone and copy someone else that needs to be kept in the loop? The client responds to just you so the person you need in the loop is not seeing the emails. The fix? Put the client in the To: line and the staff person you need to be kept in the loop also in the To: line. This way when they respond you can be sure your staff is receiving the return messages....even if the client doesn't Reply All.

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    Renee Fulton CPA
    President
    Talis Group Inc.
    Louisville KY
    (502) 581-9861
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  • 7.  RE: The importance of an email "Subject Line"

    Posted 11-30-2020 08:10
    Thanks for your input everyone. Such helpful information!
    A powerful sales quote (because we know over 80% of sales people DO NOT ASK for the business), "I would like the chance to earn your business!" Amazing results from this.

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    Claudette Cunitz TSC, CSP
    Staffing Industry Consultant, Speaker and Trainer
    CC Advisors Group LLC
    Waterford MI
    (313) 549-9640
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  • 8.  RE: The importance of an email "Subject Line"

    Posted 12-05-2020 21:09
    Great topic and discussion around email communication. We recently hosted a webinar on the topic of email etiquette for business https://aps2k.com/webinar-recap-email-etiquette-for-business/ Today, with millions of employees working from home during the pandemic, understanding email etiquette is more important than ever.

    The guest speaker showed practical techniques to enhance professional email writing skills, how and where to add clarity, and monitoring the tone, along with when it is best to use email versus making a phone call. Also, using brevity, manners, clear language, and a direct approach to state the intention as well as crafting the subject line of your email messages was widely discussed during this presentation. 


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    Sylvia Dahlby
    Rainmaker
    SmartSearch
    Oceanside, CA
    (760) 941-2800
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  • 9.  RE: The importance of an email "Subject Line"

    Posted 12-06-2020 07:09
    I am big with headers, especially when soliciting for new business. 
    Renee, I will take your advise  of adding a second name in the first line when I want to keep a recruiter in the loop. Our experience is many of our customers do not hit " reply all".
    Good topic Claudette.

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    Ray Rafeek
    Owner
    Admiral Staffing Inc.
    New York NY
    (212) 714-3543
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