The Emailer’s Gambit
Ok, first & foremost, my timing is out here.
This subject line would have been better suited when every man & his dog was watching ‘The Queen’s Gambit’ on Netflix.
This blog could be about critical timing, but it isn’t. Another time perhaps.
If you haven’t watched, firstly, watch it! Its brilliant!
Secondly, and you may already know this, the Queen’s Gambit is a tactical opening chess move.
A “gambit” of course is an action that is calculated to gain an advantage, especially at the outset of a situation.
I’m talking about the opening line of your promotional email.
I was discussing this in the office only yesterday with a colleague, and how this is so often overlooked.
The primary focus tends to be, rightly or wrongly the target.
And the subject line.
The sender name (please use an actual name, and not your company name).
And of course the overall message.
But I cannot stress how important that opening line is.
It sets the tone for the rest of the email.
It sets the tone for how you want to come across.
And it makes the reader decide if they want to read on.
If you know me, and us at MH, you’ll know we like simplicity.
Saying it how it is.
Here’s are two examples of two opening gambits, straight from my head to the page:
- With over 15 years in the digital marketing arena (“arena”, yuk), Merrehill offer managed B2B marketing campaigns that have been proven to generate leads, maximise results and drive traffic to your website.
- Would you be interested in a quote on a B2B email marketing campaign?
Which do you prefer?
I’m hoping #2.
The first example sounds lovely and is full of positive and engaging words.
But my word its boring.
We just want to get you interested in an email campaign.
And if you have even a slight interest, in my opinion, the second option would result in you reading further.
You instantly know what I’m offering.
You know I’m pitching.
And you know in that first sentence exactly what I’m pitching!
It ain’t pretty, but it works. Trust me.
21st July 2021