Subject Line Secrets

Subject Line Secrets
How to Compel
Your Subscribers
to Open Your
Emails and
Take Action Now!
Paul B Evans
Subject Line Secrets: How to Compel Your Subscribers to Open Your Emails
And Take Action Now!
Copyright List Driven Profits

ALL RIGHTS RESERVED. No part of this report may be reproduced or transmitted in any form whatsoever, electronic,
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DISCLAIMER AND/OR LEGAL NOTICES:
The information presented herein represents the view of the
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which conditions change, the author reserves the right to alter and update his opinion based on the new conditions. The
report is for informational purposes only. While every attempt
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any responsibility for errors, inaccuracies or omissions. Any
slights of people or organizations are unintentional. If advice
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or dead is purely coincidental.
Page ii
Paul Evans is the president of Info Market Results,

LLC - parent company of Nicheology.com and ContentGoldmine.com.
He is a partner in four offline businesses and
operates four online businesses.
Paul's entrepreneurial bent started at age 20
when he and a friend opened a fitness center. They built the business for almost two
years then sold it. He registered his first website back in
1998 and the site is still making money today!
Paul helps companies and individuals make more money
through email marketing.
Paul serves as the executive director of
http://www.100xmissions.org/www.100xMissions.org. A faith
based non-profit organization that assists in the building and
support of orphanages around the world.
www.ListDrivenProfits.com
10:10
Abundant Life
Page iv
Introduction:
Were going to be talking about How to Compel
Your Subscribers to Open Your Emails and
Take Action Now!
Opened or not opened.
The results from every email mini-course, every
email newsletter, every autoresponder message,
every solo mailing ... I.E. Any email you send ...
are completely at the mercy of that set of two options.
Opened or not opened.
If your mailing is not opened by your

subscriber, then you have absolutely zero
chance of getting that subscriber to respond
to whatever is inside. Ouch.
If your mailing is opened, then it's up to
the message inside to get the subscriber to
respond as you desire. (Hint: This is the better of the two options :-)
Your success or failure as an email marketer is dependent firstly upon getting your subscribers to
open your emails.
Don't make this more complicated than it is.
Sidebar: Sometimes we forget that much

of marketing comes down to a simple set of
two options ...
Did a website visitor order, or not order?
Did they opt-in, or not opt-in?
Did the change in headline improve conversion, or not improve conversion?
Got it?
There's a positive option, and a negative
option. I'll let you decide which is which. :-)
The magic ratio for email marketing is simple...
--------------The number of subscribers who RESPOND to your
mailings is directly proportional to the number of
subscribers who READ your mailings.
--------------It's a numbers game.
If you have 1,000 subscribers and 5% open

your email (50 subs) and 10% of those actually take action (5 subs) you have a total of 5
responses / 1,000 subscribers.
If you have 1,000 subscribers and 10% open
your email (100 subs) and the response rate
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(10%) stays the same, then you'll have 10

responses / 1,000 subscribers.
The more people who open your emails, the more
people who respond to your emails.
Of course, getting your subscribers to open your
emails can, in itself, be a bit of a tricky proposition
these days. You don't have to look very hard to realize that email results ain't what they used to be.
The good news is...
You CAN Increase the Number of
Subscribers Who Open Your Email!
I've been experimenting with lists for years and am
going to give you a first look at some of my most
successful email marketing campaigns, why they
worked and - most importantly - how you can put
them to work for yourself.
This presentation, and the accompanying transcript, will be divided into two parts:
In part one, Ill be sharing 20 tips

with you for increasing your open rate
and,
In part 2, Ill be highlighting 20 of

the best templates that you can copy
and paste for use with your opt-in
lists.
Im really excited about what were going to cover

during our session here and Im convinced that this
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will become a resource that youll refer to time and

time again as you continue working with new messages to broadcast to your various databases of
subscribers and customers.
So, lets go ahead and get started with Part 1, our
Tips section...
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Part 01:
Subject Line
Tips
Page 9
Subject Line Secret 01:

Abide by the DOs and
DONTs
And the first Subject Line Secret is Abide by the
DOs and DONTs. There are a lot of generalized
things that list owners simply must do and must
not do that really are almost common sense, but if
I dont mention them, then Id be doing you a disservice.
Rather than spread them out over a bunch of different tips, Ive just compiled them all into this one
tip that were calling, Abide by the DOs and
DONTs. I realize this is going to be kind of basic,
but I gotta include them anyway.
Stay away from the appearance of

SPAM.
Certain subject lines just look like SPAM.
They make outrageous claims. THEY USE
ALL CAPS. They have exclamation marks
bleeding off into the sunset!!!!!!!!! They try
to get your @ttention with symbols and so
forth. Avoid looking like SPAM. The surest
way to get your email deleted is to resemble
the one thing that every person who has an
email address hates SPAM.
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Avoid the use of $$$$ and @@@ and

other symbols.
Yes, it will draw attention to your email
enough attention for your subscriber to whisk
you off into the trash quicker than you can
say Delete button.
Keep it under 50 characters.

The shorter you can convey your subject line
message, the better. Depending upon the
interface and configuration of your subscribers inbox, they may miss out on any
information that comes after the 50 character mark. Fire your biggest gun up front and
keep it as short as possible.
Dont mislead your subscribers.

Whatever you do, avoid trickery. If you have
to resort to some kind of gimmick to get
them to open your email, then (a) You havent been paying attention, because you
dont need to mislead, and (b) Youre gonna
ruin your credibility and trust with your subscribers. Thats as good a way to destroy a
list as anything on the planet. Dont get
your subscribers to open your email under
false pretenses. Trickery will work once, but
it wont work twice because theyll no
longer be on your list!
Dont be all business.

You want to avoid a boring, uninteresting,
uninspiring subject line like a rabid pack of
Dobermans. No offense intended to anyone who uses this technique, but Bobs
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Ezine #101 doesnt make me want to open

up and read it makes me want to open up
and say aaah, because Im getting sick!
Theres a way to brand your newsletter or
ecourse or list name in the subject line without being boring and well talk about it next.
The important thing to remember is YOU
WANT YOUR SUBSCRIBERS TO BE
INTERESTED ENOUGH TO OPEN YOUR EMAIL
AND READ IT. Boring just doesnt make the
grade.
So, those are some basic DOs and DONTs that
youll definitely want to keep in mind when designing your email subject lines.
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Create a Brand
Number two is to Create a brand. As I mentioned earlier, you can brand your newsletter or
ecourse or list name in your subject line without
being boring and, in fact, if you do it correctly, it
can certainly increase the number of subscribers
who actually open your email and read on.
When I say create a brand, I mean create some
1-2 word tagline that is included in every mailing
you send to your list to identify the message as
being from YOU.
If you offer valuable content and recommendations
to your list members, then they will learn to LOOK
for your messages by looking for your brand.
I know this: When I receive anything
that reads Sales Caffiene, I know
its from Jeffery Gitomer and I immediately read it because I know its
valuable. Jeffereys been doing it for
as long as I can remember.
And Ive been reading his newletter
for as long as I can remember.
The brand gets my attention, even
though I receive about 800-1000 email
messages per day.
Enough said.
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Thats important to mention here: your

brand must be equated in the mind of your subscribers with value.
The reason Gitomers mailings get my attention
(and the attention of countless others) is because I
equate Sales Caffiene with value.
It wont help you to use email brands if your subscribers dont recognize the importance of reading
your specific messages.
Email branding and message value must be
holding hands at all times.
If not, the romance between you and your subscribers is going to be short-lived.
So, what does it mean to brand your subject
line? How can you do this?
Lets take a look
Branding Your Subject Line

To brand your subject line, you would use a consistent word or phrase in your subject line.
Some examples would include...
In todays Gazette
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[PVM Members]
AMS #210
By Request
[Sales Caffiene]
[7Secrets]
Again, the point is to have some consistent wording to your mailings so folks can quickly and easily
identify a message that comes from YOU.
--------------------------------Important note: If you brand your subject line, I still think its important to
add some kind of additional attentiongrabbing headline to your subject.
For example...
In todays Gazette:
your profits
How to double
[PVM Members] Update available for 24

hours...
AMS #210: My top traffic generator
I guess the best marketer Ive ever seen do this is

Jim Daniels. His Bizweb Gazette newsletter
does this just about as well as you can do it.
His subject line usually mentions the Gazette,
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which is followed by a short, attention-grabbing

statement about what hes going to reveal in the
current mailing.
One of my favorites was
"Details on my #1 Traffic Source" in today's Gazette...
Irresistible.
And The Gazette is consistent for branding.
And the Details on my #1 Traffic Source is
going to pull you into that mailing like the most
powerful magnet on the planet. I know I stopped
what I was doing to read it.
Anyway, this is an easy thing that anyone can do
with any list that they build. Insert some 1-2 word
tagline that your subscribers can become familiar
with and easily see among the many emails in their
inbox.
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Develop a Best of Swipe
File
Moving on to #3 we have Develop a Best of
Swipe File.
In just about anything that has to do with marketing of any kind, one of the recommendations that
you hear over and over again is to create a swipe
file.
In other words, create a file of examples and case studies and exhibits of
other successful ads, headlines, testimonials, guarantees, claims and so
forth.
The idea is to build a file of the best examples you
can find to refer back to when creating your own
ads. You would use the swipe file to generate
ideas and even modify for your own use.
Youve probably already heard this before, right?
Well, what you havent heard before is what Im
about to tell you.
Revealed: Ive got a simple little technique that
you can begin using right now and build a huge
swipe file in 48-72 hours automatically without
spending a penny.
1. In fact, youll be able to create a
swipe file of the best email subject
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lines from the top marketers in the

world! Youll be able to see exactly
what the best of the best marketers
are doing with THEIR email subject
lines to learn from what they DO, not
just what they SAY.
2. You can also see how niche marketers
in all walks of life are using email
subject lines to convince nonmarketers like 70 year old grandmas
who love gardening to open up their
email messages and read.
3. Finally, you can spy on your competition and see how they are using
email subject lines to tap into the
same exact target audience that you
are focusing on in your own email marketing.
And, all the while, youll be building a large database of the best email subject lines on the planet
to use in generating ideas and spinoffs for your
own campaigns.
Sound good? Im telling you the truth, this one
singular tip right here is worth every penny you
paid for this report and more.
Here it is: Go to Hotmail.com or Yahoo.com or
Gmail.com and get a free email account. You will
NOT want to use your regular email address for
this.
Page 18
Sign up for a free email account and then join

DOZENS, even HUNDREDS of lists in every imaginable topic. Start with marketing lists. Then, join
lists in as many different niche topics as you can
think of, especially those you are interested in.
Find your competition and join their lists.
1.
2.
3.
4.
Join newsletters.
Subscriber to ecourses.
Opt-in for free reports.
Register for free telesminars and webinars.
5. Register for free prizes.
Of course, you can find various lists to join by
searching for Keyword + newsletter such as
marketing newsletter or dieting newsletter. Or,
use the variable of ezine such as travel ezine.
You can also search for lists to join at various ezine
directories online which you can find through Google.com
Now, after you join as many lists as you can
again, using the free email address you login in a
few days and youll have dozens upon dozens of
emails waiting in your inbox.
Look for the subject lines that get YOUR attention.
Look for the subject lines that make YOU want to
open up and take a look inside. Look for the subject lines that create curiosity and are irresistible.
Store those in a folder on your computer and delete everything else.
Once a week or so, log in to your free email account and do the same thing again look for the
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best subject lines. In just a few days you should

have as many compelling subject lines as you can
possibly want for your swipe file.
Print them out, put them into a folder
and youve got a tremendous resource
compiled from the sharpest marketers
in the world right there at your fingertips anytime you want to fire out a
mailing to your own list.
Use your swipe file to generate ideas and variations for your forthcoming messages. Im being
honest with you, this is THE best way to get a free
email marketing education in the art of crafting
great subject lines by observing what other successful list owners are doing and then modeling
your own email campaigns after theirs.
Number four...
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Use Personalization Differently
And that is, Use personalization differently.
There was a time that using someones name in an
email subject line was a sure shot for getting their
attention.
After all, it wasnt a common practice
and seeing ones name certainly does
grab our interest.
But, in many markets especially highly competitive ones like internet marketing, the use of
personalization in the subject line is so common
that it no longer has the punch and power that it
once had.
Does that mean you shouldnt personalize? No, of
course not.
But, it does mean that you shouldnt personalize
just for the sake of personalizing.
Personalization is supposed to be personal,
right? Sadly, it usually isnt. Its sent out to five
gazillion people on a list without any real regard for
the INDIVIDUALS on that list.
I mean, how personal is Frank, issue
#412 of Bobs Ezine. Sure, you used
my name, but was there any element of
Page 21
being personal in there?

glimmer.
Not even a
Yes, I do recommend you use personalization, but

I encourage you to use it wisely. Here are some
good examples of personalization that are unique
and distinctly different than the standard, Hey
Frank, heres an email to open. Let me give you
six of them...
1. The Possessive Personalization.
The first one that I want to mention
is what I call the Possessive Personalization.
The idea is give the subscriber
OWNERSHIP of whatever you are sharing
in the email.
Some examples include:
* Freds secret to losing weight fast
* Sallys new migraine relief
* Tracys 2 for 1 cruise discount
See how this works? Youre giving
ownership for whatever benefit your
email message promises to deliver to
the individual subscriber who is reading it.
The possessive form of their name.
What a great way to personalize your
subject lines in a unique, out of the
ordinary way, that both gives ownership of the benefit to your subscriber
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AND allows you to involve the reader

in your email message before they actually begin reading it.
2. The News Personalization. Number 2
is the News Personalization. What
youd want to do with this type of
personalization is use your subject
line as if it were a breaking news
story.
Some examples might include...
* Fred avoids the #1 affiliate mistake...
* Sally finds long-lost classmate
* Tracy finally stops back pain forever
This subject line sounds more like
breaking news with your subscriber in
the news story rather than yet another
promotional mailing. Again, its different. It conveys the message you
want, but it a way that separates
yourself from other publishers.
3. The Intimate Personalization. The
third type of personalization that you
will want to experiment with is what I
call the Intimate Personalization.
The idea here is to have an air of
one-on-one to it, as if it were intended for one person, rather than to
an entire list...
How about some examples?
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* Patti ... Ryan here 2 questions

* Patti ... a quick heads up
* Patti ... got an idea to run past
you
While you always want to craft your
subject line with one person in mind
a single recipient on the other end of
your email there are occasions when
you want to use a more intimate approach which appears more one-on-one
than it does some mass broadcast.
And, if you can continue that intimate, one-on-one feel inside the email
itself, youll get a great result from
your mailings.
4. The Reverse Personalization. Next
up we have the reverse personalization. That is, instead of using the
SUBSCRIBER name in the subject line,
you use YOUR name in the subject line.
Here are some examples
* Paul Evans here with a quick question
* Paul Evans wants you to join his inner circle
* Paul Evans is trying to reach you
Despite the fact that Im using my
name in each of these examples, do you
see that the focus is not on Paul
Evans but rather on the subscriber?
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Paul Evans here with a quick question its not about me, its about
a question for the SUBSCRIBER.
Paul Evans wants you to join his inner circle is about the SUBSCRIBER
being asked to do something.
Paul Evans is trying to reach you
is about reaching the SUBSCRIBER.
Certainly including your name in the
subject line especially if you are
well known to your subscribers can
be a powerful way to grab the attention ... IF you dont lose sight of
the fact that the FOCUS needs to be on
your subscriber and not on you.
Your name draws the attention TO the
email, but the emphasis on your subscriber is what draws them in TO READ
your email.
5. The Delayed Personalization. Number five we have the Delayed
Personalization. The idea here is to
include the subscribers name in the
middle or end of the subject line instead of the beginning.
Some examples include:
* 2 free passes for you, Lucy
* The information Paul requested
* Username and password for: Nicole
White
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* Sorry, Ryan I gotta disagree

Now, I do want to mention if youre
going to use the subscribers name at
the end of your subject line, then
keep it short. You dont want to cut
off their name by having a long subject line.
But, again, youre using their name,
but its in a slightly different position, making it stand out from the
mass majority of others who have the
standard Joe, heres blah, blah,
blah.
6. The Partnership Personalization.
The final type of personalization that
I want to mention that you can use in
your subject line is the Partnership
Personalization.
What youd do with this type is to
merge both your first name and the
subscribers first name into the subject line.
Examples:
* Jimmy
gether
* Jimmy
Seminar
* Jimmy
* Jimmy
lines
and Joe write an ebook toand Joe have lunch at the Big
answers Joes travel questions
trains Joe to write subject
Page 26
Again, the idea is to create a sort of

partnership effect in the subject
line. This is a GREAT subject line
for a coaching offer or a survey offer
or for some kind of incentive offer.
So, there you have six unique ways to make personalization pay off for you. All of these make YOU
different than most of your competition.
You always want to look for an edge over others,
some way to stand out from others. Take what
works and change it to make it better. Use personalization but use it differently.
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Mention an Update, Upgrade
or Upsell
That brings us up to tip #5 which is to Mention
an update, upgrade or upsell in your subject
line. The idea here is to reference any existing
software, ebook, report, ecourse, etc. that your
subscribers have a copy of and let them know
that there is either an update, upgrade or upsell
available for them to access.
This can be used in combination with both free and
paid versions of existing products your subscribers
may have obtained, and both lite or full versions.
Lets suppose you have an eBook that you released
in 2006 entitled The Art of Dieting.
How about this for an attention-grabbing headline
for all of your previous owners of the product...
80% Discount for 2007 Edition of The

Art of Dieting
You could go on to explain in your email that previous owners receive the discount on buying the
newly released edition of the course, explaining
what the 2007 edition includes over its predecessor.
Page 28
Or, lets suppose you sell a software program entitled eBook Creator. And version 2 was the most
recent release. How about...
Last chance to upgrade to Version 3.0

of eBook Creator
In this email you could mention that a discount is

available only if they upgrade in the next 24 hours
and this is their last chance to get the upgrade before the regular price is enforced.
Maybe you offer a lite version of your software
and want those who have obtained a copy of it to
upgrade to the full version...
Heres how you password protect your

ebooks with eBook Creator...
In that email you could actually explain the process

of password protecting ebooks using the full version of the software and mentioning how to
upgrade from lite to the version that allows use
of the feature.
Lets suppose you sell ANY kind of information
product, how about sending this to your customers...
Supplement report for your order is

NOW available
Obviously, you could point out how the supplemental report enhances or expands upon information
directly related to the topic of the product theyve
already purchased.
Page 29
Again, the purpose is to get folks to open up

your email and take a look at your message.
Anytime you can mention an updated version or an
additional supplement to something that your subscribers already have in their possession, then they
are most likely going to open your email to find out
how to get their hands on the latest improvements
or additions to that product.
Page 30

Be Provocative
Up next, tip #6 is Be provocative. In some
cases, it works well to use controversy or shock to
grab the attention of your subscribers.
Now, let me preface this by saying
that I dont endorse, recommend or
teach that you should be immoral or
deceitful. Certainly the idea of being provocative can be taken too far
and I just dont agree with that practice at all.
When I say be provocative I am primarily suggesting that you use subject lines that startle
your subscribers without frightening or offending them.
Let me give you a couple of examples that Ive
used.
Example 01: Your account has been
terminated.
A lot of membership sites use this
tactic. The owner would receive notifications from time to time that
subscribers had cancelled their payment through Paypal. Now, sometimes
members had requested this and sometimes there was a mistake somewhere in
the billing process at Paypal.
Either way, when the owner received
Page 31
the cancellation, the member was automatically sent an email with the
subject line, Your account has been
terminated. This email let them know
that their payment had not been received and their account would be
removed if they didnt update their
payment within 72 hours.
As you can imagine, this was one of
the best most effective email campaigns of all-time.
Think about it: Wouldnt YOU open an
email that read Your account has been
terminated? Youd wonder WHAT
ACCOUNT?
The email went on to explain what
benefits theyd be missing out on if
they discontinued and offered them a
bribe to rejoin. And it works very
well.
Example 02: Your email list may not
be working.
Again, this is provocative. Its
startling. Whats wrong with my
list?
When subscribers opened the email, the
message explained how SPAM filters
were preventing their list members
from getting their mailings and how
his product could help them avoid the
spam filters.
Page 32
Now, I dont recommend that you bully people into

opening your emails or you try to be offensive
you gotta maintain your integrity. And certainly
you want your subject line to be appropriate.
But, there ARE occasions when using a startling
subject line really goes well with the nature of your
message and it certainly will grab the attention of
your subscribers and get them to open up and investigate your mailing.
Page 33

Work in the News
Lets see, were up to number 7. Number 7 is
Work in the News. That is, make reference to
some current or recent event that made a big
splash in the news.
This is especially effective when its industry
news news that is relevant, interesting and well
known to your market.
What the Can-Spam Act means to YOU...

What I learned at the Big Seminar
How to lose weight during the Oscars
Applying the Passion of the Christ to
Your Life
5 Lessons Learned from Barry Bonds
Survivor tactics for financial planners
Branding Lessons Learned from the
Presidential Election Debates
If it was a big enough news story to get our attention in the first place, its very likely to get our
attention again when it applies to whatever interest
got us to opt-in to your list.
Note: Obviously, the message of your mailing
should coincide with your subject line and have
relevance to the news story you are referencing.
I know for a fact that this worked on
me NUMEROUS times back when the CanPage 34
Spam act first hit. Every time I got

an email from anyone that included a
reference to Can-Spam in it, I automatically read it, because it was
something important to me and my business.
Work the news into your subject line whenever
relevant especially news that is specific to the
topic and focus of your list and you should see a
spike in your email open rate.
Page 35

Check Your Magazine Stand
In one of the earlier tips, I mentioned how to create a swipe file by getting a free email account and
joining a variety of lists to watch how others are
using subject lines.
Well, tip #8 provides you with another source for
finding ideas for your subject lines and that is to
Check Your Magazine Stand. If there is one
thing that magazine publishers have absolutely
mastered is the art of getting our attention with
short, eyeball-locking headlines.
I mean, they know how to pull us over to take a
closer look, dont they?
Get Organized! 24 great ideas...

Walk off the pounds! 84 great tips...
Are you headed for a heart attack?
6 secrets of staying young
5 steps to staying sane with a stubborn child
28 tax-slashing moves you cant afford
to miss
I mean, magazine publishers are good. Real good.

And, with a gazillion magazines all cluttered together, all wanting to find a new home at our
place, theyve got to be good.
Page 36
The idea is simple: Look for magazines that are

related to the general topic of your list and your
offer and scan their covers for ideas you can use
for subject lines.
And, if you think this only works for
business related lists, think again.
I was at the magazine rack today and
purchased the current issue of a magazine called Birds and Blooms.
Now, I dont know how you could find
anything more NON-business than gardening.
And let me read from the front cover,
because this is a perfect example of
finding great, attention-grabbing
headlines you can use for email subject lines.
There are four headlines on this particular cover. Here they are...
* Pull-Out Planner: Create Your Dream
Garden
* 37 Secrets for a Blooming Backyard
* Tomatoes: Double The Yield, Half
The Work
* 21 Ways to Attract Birds and Butterflies
Honestly, how much more non-business
can you get than tomatoes and butterflies? And yet, here is great
marketing at work. These headlines
just seem to pull your eyes in their
Page 37
direction, which is exactly what you

want to do with your subject line.
Its all about getting attention. That rings a bell
somewhere, doesnt it?
Spending an hour in front of the magazine section
of your bookstore or newsstand is a great way to
brainstorm ideas for your subject lines.
Page 38

Remember Headline Rules
Apply
Tip #9, Remember headline rules apply.
That is, most of what youve been taught for years
about writing headlines for salesletters, whether
online or offline, apply to subject lines as well.
Lets talk about a few of those rules for a few
minutes. There are seven that I want to quickly
mention...
Write to one person at a time.

Firstly, write to one person at a time. How
many subscribers read your mailings? One
person at a time. Dont ever forget that.
When you craft your subject line, dont write
it to a list, write it to an individual on that
list. Dont say anyone, say you. The
best subject lines are the ones that speak to
the one person at his computer on the other
end of the line.
Be 100% specific.
Secondly, be specific. The more specific
your subject line can be, the better. Its not
increase your profit, its increase your
profit by 300%. Its not lose weight fast,
its lose 10 pounds fast. Its not house
break your dog, its house break your dog
in 48 hours. Be specific.
Page 39
Write a dozen or more before making a

decision.
Thirdly, write a dozen or more before making a decision. You never, ever, ever want
to take your first draft of a subject line and
use it. I dont care how great it sounds or
how perfect it feels, put it aside and write 11
more versions of it and then choose which
one is best. Better still, have someone else
choose for you.
Keep it in harmony with your message.

Whatever subject line you choose absolutely
must be relevant to the message of your
mailing itself, preferably with the opening
paragraph of your message.
Test, test, test.

Next, test, test, test. As with anything else
related to marketing, you gotta test to see
what works best. Even slight improvements
can mean a substantial amount of extra
profit. With email messages, test several
versions of your subject lines on smaller portions of your list before you broadcast your
mailing to the entire list.
Dont forget emotion.

Next up, dont forget emotion. It is emotion that drives us to take action. It is that
which stirs our emotion which grabs our attention. It is emotion that will ultimately get
us to open your email. What pain are you
going to eliminate? What pleasure will you
Page 40
increase? What shocking revelation will you

share? What sentiment will you stir up?
What gratifying result will you promise?
Emotion produces response. Got it?
Write from your subscribers point of

view.
And, finally, write from your subscribers
point of view. It doesnt matter what you
want or what you think or what interests you
or what is most important to you. It only
matters what your subscribers think. The
better you know your list, the better youll be
able to push their hot buttons in your subject
line. Get to know your subscribers, their
wants and needs, their interests and desires.
And create subject lines that come from
THEIR point of view, not yours.
So, again, remember that traditional headline

rules apply to subject lines as well.
Page 41

Intentionally Be Negative
That brings us to tip number ten, and that is, Intentionally be negative.
Anyone whos been involved in marketing at all, or
who has done any research about marketing,
knows that there are two universal, immutable
(that means they apply to everyone and they dont
ever change ) there are two universal, immutable motivators that are behind virtually every
buying decision we make in life.
All marketing comes down to focusing on the two
great desires of mankind, which are...
Increase pleasure.
Decrease pain.
In a nutshell, thats what all human beings basically want in life: we want to increase pleasure
and decrease pain.
Now, the majority of email subject
lines tend to focus on increasing
pleasure. They generally focus on
what TO do as opposed to what NOT to
do; they generally focus on the positive instead of on the negative.
Now, I know without a doubt that its NOT because
speaking of decreasing pain isnt effective, because it is. Its been a hallmark of effective
Page 42
marketing for far longer than you and I have been

around and it will be effective long after weve
gone.
And, Ive even tested it in my own email campaigns with VERY good results, so it works in email
as well.
And Im not the only one. Im on about a gazillion
lists Ive already told you about one of my secrets of getting a hotmail account and just
subscribing to all kinds of lists to study their habits
and what Ive noticed is that those marketers
who Ive generally categorized as the brightest of
the bunch DO in fact use the negative consequence approach to email marketing focusing on
decreasing pain.
None of us want to miss out. None of us want to
be unprepared. None of us want to walk into a
brick wall. None of us want to experience delays
or setbacks or any other painful result.
So, when an email subject line comes along that in
some way warns us or empowers us or equips us
to avoid failure, were probably going to take a
closer look.
The 1 mistake most gardeners make
Checklist:
Are you overstressed?
Heres the bad news about college

Page 43
5 Ways to Avoid Bankruptcy

The scary truth about carbs
Spyware may have infected your PC
Obviously, in your email youll want to POINT TO
A SOLUTION.
You get to be the knight in shining armor. You get
to be the hero. Its one of the classic marketing
scenarios: point out a problem and point to your
solution.
No one wants pain and if youve got the right remedy, youll be the one to profit.
Page 44

Be Casual
Moving on to tip #11, which is Be casual. Let
me ask you a question which do you usually read
first something that obviously looks like its a
promotional mailing, or something that appears to
come from a friend or relative?
Unless youve got issues with your Cousin Jenny or
your little sister is getting too smart for her own
good, youll almost always go for the messages
that are more intimate.
You should write that word down and
circle it. Intimate.
Intimate isnt business-like. Intimate isnt forceful.
Intimate isnt marketing mumbo-jumbo. Intimate
isnt stiff and stuffy and rehearsed.
Intimate is closeness and closeness is casual.
(Most of us would never apply for a bank
loan in our pajamas, but we would lounge
around with our spouse clad in our favorite tshirt and a pair of boxer shorts. Closeness is
casual.)
Sometimes the best approach to a subject line is to
be very casual. Again, lets look at some examples...
Just checking in
Page 45
Im back
Quick question for you
When I get to the office
When you get a few minutes
Its been a while
Sorry I forgot about you
A quick message from
What do you think?
Ooops!
I need your help
I hope you noticed two things about these particular subject lines as I read them:
(1) Firstly, they were all very brief, werent
they? They werent long and drawn out.
They were very concise. Isnt that how you
usually communicate with close friends and
relatives?
(2) Secondly, they were all very intimate,
werent they? They were casual. Not in
your face. They sound like something that
was sent to you and you alone and that,
my friend, is the ultimate tactic for getting
people to open your emails and take a look
Page 46
when they are convinced you are talking to

them, theyll read.
Be casual. This aint an executive board meeting.
Its a simple communication between you and the
guy or gal on their other end of the line. Not a
nameless, faceless number on your list, but a real
live human being who trusts you enough to stay
subscribed to see what youve got to say to him.
Not what youve got to say to a gazillion other
people, but what youve got to say to him.
Page 47

Be Cryptic
Tip #12 which is to be cryptic. Now, when I
say be cryptic Im not suggesting that you encode your emails so your recipient will need some
kind of special viewing glasses or a code book to
cipher what youre sending her.
Nor am I suggesting that you use symbolism that
only a person who realized Animal Farm wasnt
really about about animals or a farm would understand what youre saying. By the way, if you dont
know what the reference to Animal Farm means,
then Ive been too cryptic.
No, when I say be cryptic I mean this: say what
you want to say in a unique, original way.
Heres the thing: Its unlikely that youll ever
send out an email to your list members that someone else hasnt already sent out in one form or
another. In fact, MANY, MANY people have likely
already sent out similar messages.
If its a promotional mailing for a
new product, do you think youre the
first to do it? Of course not.
If its an affiliate program youre
promoting, do you think youre the
first to promote it? Of course not.
Page 48
If its a free article, do you think

youre first to offer a free article?
Nope.
If its a joint venture request, do
you think youre the first to request
a JV? Not on your life.
We do very, very little that hasnt been done before. And we do very, very little that isnt being
done at the same time we are doing it right now.
Those things we cant control. But, what we can
control is the manner in which we do what we do.
Thats where the be cryptic idea enters the room.
Say what you want to say in a unique, original
way.
Let me give you a real life example, again, that I
learned from Jimmy D. Brown.
He wanted to find new joint venture partners for a
special promotion that he was putting together for
his email marketing home study course. He
had a database of ezine publishers for quite some
time and decided that it would be a great place to
find joint venture partners for the project.
So, instead of doing what everyone else was doing,
(name), would you JV with me (name), how
about a 50/50 split, (name), heres yet another
joint venture request, he decided to do something
different.
Page 49
Here it is in his own words

My subject line read, About buying a
solo mailing to your list.
In my email I opened up explaining
that I was about to conduct a special
promotion for my course and that I was
interested in sending a mailing to
their list. I enquired about pricing
and availability and then, I made my
offer.
I pointed out that another option was
for them to run my ad as an affiliate
and keep 50% of all of the earnings,
which would likely be much more than
their ad fees. I further explained
that I would customize a sales page
with their name, hard-coded order
link, etc.
Now, I FULLY INTENDED to buy advertising in the newsletters that had them
available and were compatible with my
needs and I DID buy. So, I wasnt
lying or misleading. But, at the same
time, more than 3/4ths of those who
responded took me up on my joint venture proposal and we launched a
successful campaign.
Its all about doing what youre going to do anyway
and what others are doing even as you do it
but doing it in such a way that it is masked as
something different. Its cryptic. Dont be misPage 50
leading, mind you, or dishonest, but certainly you

can not be transparent either.
The idea is to present your message in a way that
doesnt automatically put the reader on the offensive because theyve seen it all before, and, at the
same time, once again separate yourself from your
competition and grab the attention of your subscribers.
Which makes it a big-time winner.
Page 51

Write It Early
Lets move on to lucky number 13. Now, what Im
about to tell you isnt going to be sexy. When I
first say it, its going to sound like something that
you wouldnt give a second thought to, but if you
just take a few seconds to ponder this and let it
sink into your head, youll see why it is
ABSOLUTELY CRITICAL to your success with subject lines.
Tip #13 is to write it early. And what I mean
by that is to write your subject line BEFORE you
write the message itself. Pay attention here, because this is absolutely critical.
Write your subject line BEFORE you write the email
message itself.
What tends to happen is this: Folks spend 90%
of their time carefully crafting their email message
and theyve got it all just perfect and then moments before they blast it out to their list, they
spend 30 seconds writing a subject line.
What a monumental mistake!
Your subject line is your HEADLINE. You wouldnt
spend days crafting a salesletter and then throw in
just any ol headline at the top would you?
Of course not.
Page 52
Your subject line is your headline. Write it first.

Spend as much if not more time on it than on
your email message itself. Its that important.
In fact listen closely in fact, if
your subject line isnt a winner then
your subscribers wont even read that
carefully crafted email message of
yours!
Do you see what Im saying here? Are you hearing
me? You are absolutely wasting money if you spit
and polish your email message until it shines and
then throw out some penny ante subject line.
Its like serving a filet mignon on a garbage can lid.
Nobodys gonna take a bite.
If you dont write it first, at least, at least spend an
ample amount of time on it. However long you
spend on the copy of the email message itself,
spend at least that long on the subject line.
Page 53

Make The Most Of
Your Welcome Message
Pop quiz: Out of ALL of the emails your subscriber will EVER receive from you, which one are
they most likely to read? Come on, think about it
for just a minute.
Out of all of the emails your subscriber will EVER
receive from you, which one are they most likely to
read?
You guessed it your VERY FIRST message. That
brings us to tip #14, which is to Make the most
of your welcome message.
If there is ONE email that you can almost guarantee subscribers will read, it is that initial message
they receive upon joining your list. You know the
one, Hey Henry, thanks for joining My list here
is the information you requested, here is lesson
one, blah, blah, blah.
Your subscribers are their hottest towards you right then. They are
excited about you. Theyve made the
conscious decision to join your list
and they are anticipating that first
email from you.
Dont waste that moment!
Page 54
While you certainly dont want to scare off your

subscribers by immediately bombarding them with
a bunch of in your face offers, it IS a perfect time
to coax them towards your most desired result.
Offer them a discount.
Invite them to join your affiliate
program.
Give them an article to distribute.
Ask them to answer a survey.
Gather additional information about
them.
Offer them an affiliate incentive.
Give them an additional freebie.
Invite them into your mastermind
group.
Give them a 24 hour only offer.
There are lots of things you can do right there in
that welcome message. Fire away. They are
warm towards you. They are most likely to do
something that is beneficial to you (and them)
right there at that moment.
Dont let them cool off. Take action. Get them to
take action.
Page 55

Ask A Revealing Question
Up next, tip #15, is to ask a curiosity-building
question. That is, use your subject line to ask a
question that can only be answered by reading
your email.
The question should pique your subscribers curiosity while at the same time pointing them to the
body of your email for more details.
Some examples include...
Have you been blacklisted?
here...
Check
Are you using this traffic tool?

Is your computer safe? Check this...
How physically fit are you?
test...
Take the
Did you forget to renew your insurance?

Vacation Checklist:
things?
Done all 22
Questions have long been a mainstay in headlines,

and they serve as great subject lines IF you strategically use them to l-e-a-d your subscriber to r-ea-d your emails.
Page 56
There are four simple keys...

Key 01: Answered only upon investigation. Your subscriber must be
required to open your email and actually read your message in order to
answer the question asked.
Key 02: Targeted for subscriber interest. Go after those things that
MOST interest your subscribers.
Again, survey them to determine what
they most want and then structure your
question to push that hot button. If
I have a marketing list, I could use
Are you using this traffic tool,
are you using this email tool, are
you using this affiliate tool or are
you using this keyword tool among
many others. Knowing which of those
my subscribers most want makes it much
more effective in using the question.
Key 03: Hinted at a solution inside.
If you ask a question, you should always hint at a solution that youll be
revealing in the text of your email
message. Include short endings like:
Check this...
Take the test ...
Details...
Checklist inside...
Find Out...
Key 04: Related to the content of
your message. Whatever you do, make
certain that what you include in your
Page 57
email message MATCHES up with the subject line. If you ask a question,
offer a way for them to determine an
answer. Use tests, checklists, research, lists, and so forth to allow
subscribers the opportunity to answer
your question ...and, of course, provide them with some offer that ties in
so you can make a profit.
Again, a great way to get folks to OPEN YOUR
EMAILS and investigate further.
Page 58

Understand The Purpose
Well, we have tip #16 and that is to Understand
the purpose. Let me ask you another question
what is the purpose of your subject line?
Now, youll almost certainly answer back something like this...
The purpose of my subject line is to get the recipient
to open up my email and read the message inside.
And, if you said that, youd be HALFWAY correct.
Getting your subscribers to open the email and
read the message inside is HALF of its purpose, the
first half. But, thats certainly not all of it.
The purpose of your subject line is
(a) to get the recipient to open up
and read the message inside, and (b)
to remain open to taking action.
Most people forget that second part. They do
whatever they can do to get subscribers to open up
and take a look and, in doing so, they oftentimes
ruin their opportunity to produce an action, and in
many cases, they lose a subscriber forever.
If you simply get your subscriber to open an email
at any cost, youll ruin your reputation, youll destroy trust and you can even get into legal
problems by using deception.
Page 59
Avoid trickery. Avoid false claims. Avoid hype.

Those things may get your subscriber to open your
email once, but not twice.
And once youve lost them, they aint coming back.
Understand the purpose of your subject line is
more than to get folks to open up no matter what
it should also keep your subscribers in the right
frame of mind to take action on the item inside.
Page 60

Use Tips Lists
Up next we have tip #17 tip #17 is to use tips
lists.
While there are some occasional exceptions to this
rule, the number one, overwhelming top dog reason why subscribers opted in to any of your lists is
this: they want information.
They didnt join your list for ads. They didnt join
your list so you could convince them to buy something. They didnt join your list so you could
become chummy with their credit card.
They joined your lists because they want to acquire some kind of information from you.
Now, having said that, do ya think

theres the possibility that theyll
open up your email if it appears that
some desired piece of information is
awaiting them inside?
Do you think your subscribers will

open up and read your message if your
subject line indicates that some form
of the very information they are trying to glean from you IS actually
being revealed inside?
Short answer is: of course they will!
Page 61
So, heres how you hint at or even shout at the

fact that some kind of desirable information is inside your email:
Use a specific, targeted tips list in your subject line.
This is the easiest way to push your subscribers
hot button and get them to open your email for
two reasons...
1. Subscribers are excited about obtaining information that is near and dear
to their hearts. Nothing attracts us
more than something we already have an
attraction for. Let me say that
again. Nothing attracts us more than
something we already have an attraction for. Just the other day we were
driving in Atlanta looking for a place
to eat and there were a LOT of different options awaiting us and they all
looked good. And, then, we spotted a
Ruby Tuesday and almost at the same
time my wife, my little boy and I all
shouted out, Ruby Tuesday, lets eat
there. Nothing attracts us more than
something we already have an attraction for. They joined your list for
specific information and when your
subject line references it, youll
have folks saying, Lets eat there.
Lets open up and see whats on the
menu, especially when you consider the
second reason and that is...
Page 62
2. Subscribers are excited about the

thump value of multiple ideas. People LOVE lots of ideas. Each one of
them represents potential results. Do
you get that? Each idea represents
potential results. If I see 27 ways
to lose weight I naturally think that
there must be at least 1 or 2 of them
that will work for me. The more ideas
are available, the more likely that
Ill be able to actually see some kind
of results in my life which is all I
want anyway which means Ill be more
likely to open your email and take a
look inside. There is something incredibly alluring about bulk about
volume about the thump value of
getting a lot of stuff. Why do you
think Ginsu was so successful? Why do
you think buffets are so successful?
The same principle applies to subject
lines.
Use a tips list in your subject line and youll definitely see a lot of action from your subscribers.
27 simple ways to drop 5 pounds
16 shortcuts for wedding planners
Top 10 tips for babys first month
101 ways to save money at the gas pump
55 keys to public speaking
Now, I dont want to state the obvious, but I will
anyway obviously, your email message must inPage 63
clude details on what you mention in your subject

line.
The good news is: it doesnt necessarily have to
be content. Of course, you could include an article
or a report or something in your email that reveals
27 simple ways to drop 5 pounds or whatever
and then use that free content to point your subscribers towards an offer. And, in many cases,
thats certainly a winner.
But, you arent limited to that.
This strategy also works great for solo mailings to
promote an offer.
Marketing Exhibit: Get Messages Read
When Paul Evans released Get Messages Read
from ListDrivenProfits.com, some of his affiliates
used this very type of subject line with tremendous
results.
In the book, I share 24 ways to get your email
messages past the spam filters into the inboxes of
your subscribers.
Guess what made a great subject line?
24 ways to get your emails read
If youre on an internet marketing list or an email
marketing list or an ezine publisher list or any kind
Page 64
of list related to marketing via a list do you think

you could resist opening that message up for a
closer look?
Of course not.
Inside, you would have read a solo mailing explaining that he had released a new product that shared
24 ways to get your emails read. Nothing but a
promotional mailing. And, if you were like most
who got that email, youd have clicked on a link
and went to his site, which is all anyone could hope
to accomplish with a solo mailing.
You can use this tip for ANY type of mailing that
involves multiple ideas, whether its a content mailing or a promotional mailing.
Page 65

Use The Results & Time
Formula
Three more tips to go and then well get to some
email subject line templates that you can basically
copy and paste to use in your own email promotions. Tip #18 is to use the results and time
formula.
1. Nothing grabs our attention more than anticipated results.
2. Actually, there is one thing that grabs our
attention more than anticipated results and
that is anticipated results in an agreeable
amount of time.
3. Actually, there is one thing that grabs our
attention even more than that and that is anticipated results in an agreeable amount of
time with no risk involved.
That is, when you can promise results that we
want to achieve and promise them in a time frame
that is acceptable to us and remove any
risk...youll not only get our attention, youll get
our business.
One of the easiest ways to convince your subscribers to open up your email and read whats inside is
to use the results and time formula.
Page 66
Here are some examples...

Stop smoking in 30 days or pay nothing
Lose 10 pounds in 10 days or its free
Find a date for Valentines Day or get
a refund
Grow a beautiful lawn in 30 days or
your money back
Add 500 subs next month or Ill build
you a list
What a winning combination...
Anticipated Results
+Agreeable Amount of Time
+No Risk Involved
= Open Your Email And Take Action
Now, before we move on to our next tip, since
were talking about using time in your subject line,
let me briefly mention that using a time deadline or
a time limit is also a good idea.
Phrases like these are great to use in your subject
line...
Next 24 hours
First 12 to respond
Looking for 5 qualified
Read this before Sunday
Page 67
Ends on April 21
Use this to lose 10 pounds by Easter
Last chance today
Tonights the preview call
Only 3 spots left
So, dont forget to use deadlines and limits as well.
If you are honest in your deadlines and limits and
you dont use them all of the time and your offer is
desirable, then youre going to see positive results.
Page 68

Never Forget To Follow-Up
Lets move on to our 19th tip which is to never
forget to follow-up. One of the biggest mistakes in email marketing is not following up.
Customers get on a list and that customer list is never or seldom used.
Affiliates join your affiliate program
and join your affiliate list and every
once in a while they are sent some
promotional stuff for your latest
product, but thats about it.
Leads are run through an eCourse, a
series of lessons, and then once they
complete the series they are inactive.
The lists grow stagnant and the profits dry up and
they just sit there waiting to be mined.
Now, youd probably agree with me and youd be
right, of course - but, what does any of that
have to do with subject lines?
Good question. And, as always, Ive got a good
answer.
The answer is this: Follow-up subject lines not
only get stagnant lists active and producing profit
again, but they are also among the highest open
rates of any type of subject line Ive ever tested.
Page 69
Let me give you some examples for all three: customers, affiliates and leads, which are your three
primary types of lists.
Follow-Up With Customers. First, lets talk
about following-up with customers. A customer
buys your product and 24 hours later they receive
an email from your autoresponder with one of
these subject lines...
About your gigdet order yesterday
Do you have any questions about your
order?
Do ya think theres any chance theyll open that
email and take a look? Of course they will.
So, heres your chance to not only give them some
customer support by providing answers to the most
frequently asked questions, but you also have
THEIR ATTENTION, which means you can point
them to another offer.
What about 3 or 4 days later after that email?
What if they received an email from you that contains one of these subject lines...
5 Bonus Ways to Use Your New Gidget
How to Make The Most of Your Gidget
Free video for your Gidget
Page 70
Is there any chance theyd open them up? You

betcha. And, again, youd have their attention to
make them an offer or get them to take some action that will ultimately allow you to expand your
bottom line.
And, you could continue to repeat that process
over and over again. Follow-up emails almost always get opened.
Follow-Up With Affiliates. It doesnt just work
with customers either. What about following-up
with affiliates? Works great. An affiliate joins your
affiliate program, they get the standard welcome
message with their affiliate details and other instructions.
What if 24 hours later they got an email from your
autoresponder with one of these subject lines...
Lynn here wanted to help you get
your first sale
Heres the quickest way to get an affiliate sale
I forgot to tell you this about your
affiliate link
Again, theyll most certainly open up and take a
look. Continue to follow up with them with emails
like these...
Have you tried this simple affiliate
trick...
Page 71
$50 more on your next affiliate check.

Follow-Up With Leads. Not only does it
work with customers and affiliates, but also
with leads. In addition to your standard
email follow-up sequences, why not add
these into the mix...
1. In response to yesterdays
__________ tip...
This would be a FOLLOW-UP message 24
hours after your first message to get
them to go back and READ your first
message. Jack, in yesterdays email
lesson I revealed the easiest way to
lose 5 pounds did you read it yet?
If not, blah,blah,blah Getting leads
to READ your emails is critical to
getting leads to RESPOND to your
emails.
2. I forgot to mention this in todays
lesson...
You could mention just about anything
in this email, an extra tip, an incentive, a deadline, just about anything.
Theyll open it because it appears
that something important was left out
and they wont want to miss out.
3. I missed your response to Fridays
lesson
Page 72
In Fridays lesson, you could have

asked the lead for the main reason why
they havent purchased your product,
or what their most needed asset is, or
what question theyd like to see you
cover or any kind of question that
needs them to respond. Again, this
follow-up email will almost certainly
get opened and youve got an opportunity to continue educating your
subscriber and leading them to some
course of action.
I hope you can see how important this is, how easy
this is, and how profitable this is. Folks WILL open
your follow-up messages because its ADDING TO
something theyve already expressed or demonstrated an interest in.
Page 73

Gather & Embed Other Personal Details
And the final tip that I want to mention is to
gather and embed other personal details.
We talked a lot about personalization earlier. Well,
here is a twist to personalization that almost NO
ONE is using that is another great way to grab the
attention of your subscribers and get them to open
up and take a look.
The idea is to customize your subject line with personal details OTHER THAN your subscribers name.
If youve got a list for marketers or
ezine publishers, get the name of
their newsletter into your database.
If youve got a list for pet owners,
get the name of their pet into your
database.
If youve got a list for car owners,
get the type of car they own into your
database.
Then what can you do? How about these subject
lines...
Need 2,000 subscribers for Advantage
Marketing Strategies?
Page 74
Try this obedience trick on Duke...

Heres how to improve your Camrys gas
mileage...
What a tremendous, tremendous tool for improving
your email open rates. Mark my words more and
more people are going to see how powerful this
technique is and it wont be long until your competitors will be exploiting this to its fullest
potential.
For now you can have the advantage in using
this. For now.
Now, of course, youll need to gather
this information. Obviously, the
easiest way to gather it is on your
optin box. So, thats the first thing
youll want to do, add additional entry points on your optin form. Now, I
recommend that you only add 1 or 2
additional fields, otherwise youll
push many people away who might see a
bunch of questions as too timeconsuming or some kind of invasion.
So, keep it simple your 1 or 2 most important
bits of data the 1 or 2 things that would be most
valuable to your marketing. And thats going to
depend completely upon the theme of your list and
the target audience your list caters to.
Another way to gather the information
assuming youve already got a nice
list, is to survey them. Give them
some incentive for submitting the inPage 75
formation and then merge their details

into your existing database.
Note: For those list members that dont submit the
additional fields, you can always insert a fixed generic placeholder in your mailings so your
messages make sense. Instead of Try this obedience trick on Duke it would simply read Try this
obedience trick on your dog.
Again, just a powerful, powerful way to get folks to
read your emails. Personalization works and
here is a very unique way to use it.
So, there you have it, twenty tips for crafting subject lines that compel your subscribers to open
your emails and take action now.
And, speaking of now now its time to move on
to our second part, which I promise you will be
dramatically quicker than our first part, its time to
move on to our second part where Ill be giving
you twenty fill-in-the-blanks, copy and paste email
subject line templates that you can begin using
with your own email campaigns.
So, lets go ahead and just jump right in...
Page 76
Part 02:
Subject Line
Templates
What Im going to do is very simple. Im going to
announce the subject line template itself, then give
you a brief explanation of how to use it, and then
just give you a handful of quick examples that
were created by plugging in some specifics to the
template.
Page 77
Subject Line Template 01:

For _______, This Works Like
Crazy
Template: For ___________, this works like
crazy
Overview: This is a great results-driven subject
line that is certain to get your subscribers to open
up and take a closer look. The idea here is to use
the classic combination of Desirable result + driving mechanism. Ive already included the driving
mechanism this works like crazy. Thats what
produces the desirable result, the basis of what
your message is about. Your job is to provide the
desirable result in the provided blank. For
__________ - you would insert your desirable result right there this works like crazy.
Examples:
For losing weight, this works like

crazy...
For longer tee shots, this works like
crazy...
For relieving headaches, this works
like crazy...
For saving a marriage, this works like
crazy...
For avoiding bankruptcy, this works
like crazy...
Page 78
Obviously, you want this desirable result to be

something that (a) is highly sought after or highly
interesting to your subscribers, and (b) is directly
related to what you are going to share in the email
itself. This subject line is great for just about any
kind of mailing, whether it is a content mailing or a
promotional mailing.
People open it for one reason and one reason only:
it promises to reveal something that produces
a result they want to achieve.
Page 79

Why Your ________ Wont
_______
Template: Why Your ____________ Wont
_____________
Overview: One of the basic human motivations
for response is driven by a fear of failure. This
subject line is the exact opposite of the first one we
looked at which hinted at producing results this
one hints at NOT producing results. The idea is to
plug in a desirable result and then an appropriate
negative statement at the end after the word
wont.
Examples:
Why
Why
Why
Why
Why
your
your
your
your
your
diet wont work

business wont succeed
list wont make you money
vacation wont be fun
credit wont be restored
Who could resist opening up to see WHY? Not

many of us, I can tell you that. If your result is
something that we WANT to achieve, then certainly
wed want to read your email to find out what
might prevent us from achieving the result. Its a
great time to reveal a mistake or a problem or a
Page 80
hindrance and then offer your product or service

as a solution, which will produce profit for you.
Page 81

How to Survive __________
Template: How to survive _______________
Overview: The thrust of this subject line is to
help relieve the pain or discomfort of a situation
that the subscriber is either already going through
or is facing the possibility of going through. Remember we talked about earlier two things we all
want in life increase pleasure and decrease pain.
If your subject line promises to minimize or eliminate some source of pain or discomfort in our lives,
then certainly well read what you have to say on
the subject. How to survive __________ you
just supply the hardship in that blank.
Examples:
How
How
How
How
How
to
to
to
to
to
survive
survive
survive
survive
survive
divorce
bankruptcy
a heart attack
with the Can Spam law
menopause
Alternatives: Some alternative ideas would be

How to deal with, How to overcome, How
to get past Same idea.
As with any other subject line, its important that
you get to know your list. What are the hardships
and difficulties that they most face? Build sublists
Page 82
where your main subscribers can opt in for specialized information on very precise topics and youll
be able to really skyrocket your open rate with this
particular subject line.
Page 83

This _________ Tip Is Almost Too Easy
Template: This _____________ tip is almost too
easy
Overview: In addition to being motivated by the
results that we desire our passions and pursuits
in life one thing that catches our eye is the word
easy. Now, Ill be the first to admit that the word
easy is grossly overused in internet marketing
language, but its still relatively minimal in most
other markets. And, regardless of what market
your list is focused upon, when used in conjunction
with the word tip it doesnt have anywhere near
the same sense of hype as the its so easy to
make a million dollars next week garbage that
many people are promising.
Examples:
This
This
This
easy
This
This
easy
pick-up tip is almost too easy

dieting tip is almost too easy
homeschooling tip is almost too
allergy tip is almost too easy
stress relief tip is almost too
Page 84
This is one of my all-time most effective subject

lines. People want things that they can easily apply to whatever pursuit they are interested in. It
consistently ranks up there at the top among my
email messages that produce results and it is universally applicable to any niche, so theres no
reason why you shouldnt begin profiting from it
too.
Page 85

The Biggest Mistake
_________ Make
Template: The biggest mistake
______________ make
Overview: Again, here is a subject line that focuses on the negative or adverse result things
your subscriber wants to avoid if he is going to
achieve the desirable results he is after. The difference with this subject line and others that offer
a sort of warning or caution is the emphasis here is
on the word biggest. This isnt just a mistake,
its the BIGGEST mistake. Its the number one,
most common error that folks make regarding a
particular topic and curiosity alone will get your
subscribers to open up JUST TO SEE WHAT IT IS.
Yes, theyll certainly be concerned about whether
or not they are making this particular mistake, but
even more than that, theyll want to know WHAT
this particular mistake is. What IS the biggest
mistake?
Examples:
The biggest mistake wives / husbands

make
The biggest mistake first-time parents
make
The biggest mistake dieters make
Page 86
The biggest mistake car buyers make

The biggest mistake ferret owners make
Obviously, the biggest mistake would be a matter

of your opinion, so its open to your own objective
perspective, which makes this one an easy subject
line to work into your mix. And, it definitely is effective.
Page 87

The Real Secret To
__________
Template: The real secret to ______________
Overview: This is a great subject line for revealing some little known fact or resource, some
seldom used strategy, some personal insight that
most people dont know or think about. While,
again, the word secret is oftentimes grossly
overused in marketing mumbo-jumbo, that is actually what makes this subject line so effective. It
plays on the fact that so-called secrets are a
dime-a-dozen by stating that whats contained in
this email is the REAL secret to achieving success
with the provided topic.
Examples:
The real
The real
The real
ticket
The real
The real
secret to fundraising
secret to planning a wedding
secret to beating a speeding
secret to teeth whitening
secret to acing any interview
Its the positive version of the biggest mistake

subject line that we talked about previously, again
focusing on the curiosity factor. What is the
REAL secret to success in this area? Enquiring
Page 88
minds want to know. And that is good news for

you, because well click on your email to find out
what you have listed as that real secret.
Page 89

The Fastest Way To
____________
Template: The fastest way to
________________
Overview: Whereas earlier we looked at the key
of being easy, now we focus on being fast. We
all want results and, lets face it we all want
them as quickly as possible. We live in a fast food
world that promises instant results and thats what
we want. So, the key here is that word fastest.
This isnt just a way to success with a particular
topic, its the FASTEST way to success with a particular topic. Additionally, Ive found that if you
can plug in SPECIFIC results it makes this one so
much more effective.
Examples:
The fastest
The fastest
The fastest
The fastest
The fastest
by 25%
way
way
way
way
way
to
to
to
to
to
make $500 online

lose 5 pounds
play guitar chords
speed read 75 pages
cut insurance costs
Notice in my examples that I didnt make outlandish claims, I made reasonable claims. It wasnt the
fastest way to make a million dollars online, but
Page 90
rather the fastest way to make $500 online. Not

100 pounds, but 5 pounds. Not play guitar,
but play guitar chords. There are two reasons for
this: (1) If a subscriber believes they can actually
do what you mention in the subject line, they are
more likely to open up and take a look, and (2)
Your subscriber will subconsciously think they can
INCREASE the results by DUPLICATING what you
share inside. In other words, if you mention the
fastest way to lose 5 pounds I automatically
think, I can increase whatever they mention and
lose 10 pounds. That may or may not be the
case, but thats what Im thinking. Ill take a look
because your claim is BELIEVABLE and I think
ACHIEVABLE.
Page 91

Get Your ________ Questions Answered
Template: Get your _____________ questions
answered
Overview: This is a great information gathering
subject line to use when you want to survey your
database. Now, Im not going to go into the merits
of getting to know your subscribers because thats
a completely different call altogether. What I will
say is this: if you arent regularly surveying your
database maybe once a month then you arent
making the most money you can from your database. The more you know about them what they
WANT to know from you, what they are most likely
to buy the more you know about them, the easier it is to provide them with quality content they
can use and the easier it is to make offers that
they will say Yes to. So, this is a great subject
line to gather information with, by allowing your
subscribers to submit their most wanted question
to you.
Examples:
Get your model train questions answered

Get your acne questions answered
Get your insomnia questions answered
Page 92
Get your digital photography questions

answered
Get your toy poodle questions answered
Now, you can promise to answer the top 5 for free

in a report or training call or give a free copy of
your completed product to all those who submit a
question or whatever you choose as far as the offer
inside. Thats another call Im just showing you
how to get subscribers to open your emails and
take a look inside, and this one is a surefire winner
in that regard.
Page 93

Heres An Example Of What
Works For ___________
Template: Heres an example of what works for
___________
Overview: Over and over and over again youll
hear me say that what we as human beings want
more than anything are RESULTS. Results are
what we think will make us happy and thats how
we want to live. And what better type of result is
there than a real life example of how someone
achieved results, particularly if that person is an
average person with no clear advantage over us.
Its the classic If they can do it, I can do it scenario. This is a great subject line because it
promises to provide an actual example of something that works for whatever the topic is focused
upon. And thats what we like to see.
Examples:
Heres an example
migraines
Heres an example
flabby bellies
Heres an example
colic
Heres an example
putting (golf)
of what works for

of what works for
of what works for
of what works for
Page 94
Heres an example of what works for

selling a home
Note: If your subject line goes over 50 characters,

you may want to put the topic at the front like this:
Migraine relief: Heres an example of what
works
The key here is to provide a real life example of
someone who is doing something effectively that
the reader can duplicate. This is a great way to actually convert fence-sitters into buyers in your follow-up sequence if you can find someone who is
using your product or service and provide a case
study of the results they are achieving with your
product or service.
Page 95

Something Every _____
Needs To Know
Template: Something every ____________
needs to know
Overview: Once again we have the curiosity
factor in play. What is it that I need to know?
That word needs is very powerful and compelling.
It gives the impression that something is a necessity, that it is required. What I have found to work
really well here in my own testing is when you tie
this in with a special emphasis on first-timers,
beginners or newbies. Because they are inexperienced, they are more likely to not only
recognize they do have needs because of their lack
of knowledge, but also will be eager to learn those
things that you feel are necessary or required for
success.
Examples:
Something every
know
Something every
to know
Something every
needs to know
Something every
needs to know
new mother needs to

college freshman needs
first-time car buyer
beginner bird watcher
Page 96
Something every bride-to-be needs to

know
Why do you think the Dummies books have sold

so successfully? Newcomers to the subject want to
know what they need to know. And thats why
theyll open this email up and take a look inside.
Page 97

Heres A Shortcut For
__________
Template: Heres a shortcut for
________________
Overview: When I say shortcut what comes to
your mind? Think about it for just a second. When
I say shortcut what comes to your mind? You
likely envision something that is faster, something that is easier, something that gives an
advantage, something that reduces expenses or
effort all of which are highly desirable. We all
want to take the shortcuts in life the easiest,
fastest, most advantageous path to our destination. Which explains why this subject line
continues to be among my most opened in my
niche marketing. It doesnt matter if its rose gardening or entertaining in-laws or boosting
metabolism or racing radio-controlled cars, we all
want a shortcut.
Examples:
Heres
job
Heres
ebook
Heres
memory
Heres
trader
a shortcut for getting a great

a shortcut for creating an
a shortcut for boosting your
a shortcut for becoming a day
Page 98
Heres a shortcut for learning to play

piano
Tip: Let me also give you just a quick tip here for
really producing profit with this particular subject
line. When you can tie in some kind of product,
software or service that fully or semi-automates
the shortcut, then youve got a very good chance
of getting the sale.
Just a quick, very generic example: I might share
that a shortcut to success with customer support is
to have a text file with my most asked questions
and my responses to those questions so when a
new customer asks a question all I have to do is
copy and paste my response instead of retyping
out a response. Thats a shortcut. Now, I could
also PROMOTE an autoresponder service that would
actually automate the process of getting those answers to the customer, I could promote a package
of template responses to the most asked questions, I could promote a customer-service help
desk software or even a third-party company that
provides customer service.
The point is this: If you can provide your subscribers with a quality shortcut, but then also promote a
product, software program or service that automates that shortcut, youre likely to get a sale.
Page 99

How I _____________
Template: How I __________________
Overview: Let me ask you another simple question: why do your subscribers listen to you? If
you cant answer that question, then its likely they
wont be listening to you for very long. They listen
to you because youre the expert. You may not
be called Mr or Mrs Guru and you may not speak
at all of the events or be in the spotlight, but when
it comes to your list, YOU ARE THE EXPERT. Your
opinion counts to your subscribers. Your insights
and thoughts and experiences are important to
your subscribers. So when you reveal how you
PERSONALLY accomplished some specific, desirable
result, then there is no question that your subscribers will be interested enough to read your
email message.
Examples:
How I
How I
weeks
How I
aches
How I
How I
built a huge list in 30 days

dropped two dress sizes in 3
permanently eliminated my headtrained an Olympic champion
found my soul mate online
Page 100
Above everything else, YOUR people want to hear

from YOU about how YOU accomplished something.
Thats what makes this subject line so appealing.
Give them your personal plan for achieving the results that they want to accomplish. Theyll open
up, and selling will come easy.
Page 101

No __________ Lesson Today
Template: No ______________ lesson today
Overview: This may be my all-time favorite subject line template. Its primarily used for follow-up
sequences such as an eCourse and theres virtually
no way that your subscribers dont at least open up
and take a look inside to find out WHY there isnt a
lesson today. Is something wrong? Is someone
sick? Has something happened? Why isnt there
going to be a lesson today?
Examples:
No
No
No
No
No
affiliate marketing lesson today

dieting lesson today
parenting lesson today
homeschooling lesson today
time management lesson today
Now, this one needs a bit of an explanation as to

what you include in the actual mailing itself, so let
me briefly explain the concept. The idea here is to
use the email message as a solo mailing for your
best offer, whether its your product or an affiliate
link you are promoting, specifically something that
converts really well. Youll have the attention of
Page 102
your subscribers, so fire your biggest gun right

here.
What you do is this: In your opening paragraph,
let the subscriber know that there will be no lesson
today because of some reason like you know
theyve been working hard and they need a break.
Tell them to enjoy themselves and really emphasize whats coming up in the next lesson of the
eCourse, some really key benefit to them so they
remain interested and subscribed!
Then, you say something like this
I also wanted to let you about a very
special offer thats available for the
next 10 people who respond
Just a reminder also that today is
the deadline for
Theres also a great free report you
download at
And Im excited to let you know about
my new product at
While youre resting, dont forget to
signup for your free trial subscription to
Whatever transition you want to use, just move
quickly from the fact that the next lesson resumes
tomorrow or in a few days into some kind of compelling offer. Youve got their attention, now get
their action.
Page 103
No __________ lesson today.

You can also use a couple of variations that are
equally as effective:
1. No Name of Course lesson today. You
would simply input the name of the ecourse
into the subject line...
No Email Octane lesson today

No Dieting for Dummies lesson today
No Migraine Minute lesson today
2. No lesson from Author Name today. In

this one you would simply input the name of
the author in the subject line if you have a
well established presence with your list.
No lesson from Paul Evans today

No lesson from Ryan Deiss today
No lesson from John Reese today
All of these accomplish the same thing: we want

to know why there isnt going to be a lesson, so we
open up to find the answer.
Page 104

Here Is Your ________
Checklist
Template: Here is your ____________ checklist
Overview: One of the things that most human
beings want at least the human beings that I
know - is a set of instructions that we can go by
in order to make sure we do things correctly.
Thats why offering a free checklist as your subject
line is yet another great way to increase your open
rate and get subscribers delving deeper into the
mailings you send out.
Examples:
Here is your
Here is your
checklist
Here is your
Here is your
Here is your
interview checklist
Babys First Year
wedding checklist
dog obedience checklist
travel checklist
I personally have seen greater results by

ENTITLING the checklist. Not just Here is your interview checklist but Here is your Acing Any
Interview checklist. Not just Heres your wedding checklist but Here is your The Perfect
Page 105
Wedding checklist. A good name adds more desirability to the checklist.

Obviously, in your email youll want to provide the
checklist. And your checklist is a PERFECT just
PERFECT spot to make recommendations. For
items in the checklist, refer them to your product
or affiliate products for more information on that
entry to the checklist.
A classic example is the Setting Up An Internet
Business checklist where some of the steps would
include buying a domain name, finding a web
host, creating a mini-site etc. For most of those
steps, you could provide a brief overview of them
and then point them to resources to do the very
things you instruct them to do most of which
make you money.
If there is one email subject line and corresponding
email message that EVERY SINGLE LIST OWNER
should have in their sequences somewhere, this is
it. Its the surest shot for making money with a list
that I know of. Provide a checklist with useful
steps and useful overviews and then point them to
profit-generating resources.
Page 106

The Best Way I Know To
_________
Template: The best way I know to
_______________
Overview: This is just another really, really good
subject line. I hope you realize what you have
here in these templates that Im giving you. They
really are the best of the best, that anyone can use
for any type list, and they really do produce results
here. Anyway, with this subject line the subscriber
again calls upon YOUR personal insight. This time,
its not the fastest or the easiest, its the BEST.
Youve evaluated all of your ideas and this one is at
the top of the list.
Examples:
The best
speech
The best
toddler
The best
The best
The best
way I know to deliver a

way I know to potty train a
way I know to boost sales
way I know to ease back pain
way I know to quit smoking
Who could resist reading these emails? If Im a

smoker who is trying to quit and I see The best
way I know to quit smoking theres just no way
Page 107
that Im not gonna stop what Im doing and read

that thing right then and there.
Page 108

About Your _____________
Template: About your _______________
Overview: We have a subject line here that really
generates a lot of curiosity. What about my
__________? Is there something wrong with it?
Do you have a question about it? Do you have
some advice for it? What about it?
Examples:
About
About
About
About
About
your
your
your
your
your
diet
toddler
list
web site
spouse
A variation on this subject line might be I have a

question about your ___________. Heres the
thing: Lets say Im a list owner and someone
emails me and the subject line reads, About your
list or I have a question about your list how
could I not open?
And remember what we talked about earlier about
using customized fields with special information?
How about using those fields in conjunction with
this subject line? What would you have...
About your dog, Fido

About your toddler, Jacob
Page 109
About your list, Amazing Diet Secrets

About your winter home in Key West
About your Ford Mustang
Come on theres no way we dont open that email

to see whats up!
Page 110

A Great _______ Resource I
Just Found
Template: A great ___________ resource I just
found
Overview: This is a super subject line to use in
promoting an affiliate link, especially if there is
some kind of free information or discount involved
at the affiliate site.
Examples:
A great discount hotel resource I just

found
A great free traffic resource I just
found
A great genealogy resource I just
found
A great model train resource I just
found
A great home improvement resource I
just found
There is an element of newness and freshness here

with the I just found reference at the end of the
subject line, which brings a sense of urgency we
desire to be the first to know, the first to use.
Again, just another solid way to get folks to open
your emails.
Page 111

______: Get The _______
You Need
Template: __________: Get the ___________
you need
Overview: What an absolutely loaded subject
line. It has involvement by identifying a specific
people group in that first blank. It has benefit in
promising a result in the second blank. And it
stresses necessity and requirement in the phrase
you need.
Examples:
Scrapbookers:
need...
Dieters: Get
need...
Hot Rodders:
need...
Singles: Get
need...
Golfers: Get
need...
Get the fonts you

the motivation you
Get the power you
the pick-up lines you
the driving distance you
And, let me remind you that this template and all

of the other templates work with ANY NICHE YOU
CHOOSE. It doesnt matter what kind of list you
publish to, these templates are universal. Whether
its the cutthroat world of internet marketing or the
Page 112
serene setting of rose gardening, just plug in your

specific details and youve got a winner. I hope
youve been paying attention and have noted that
in my examples I have used a WIDE VARIETY of
different niche topics. These templates WILL work
for you if you just put them into practice.
Anyway, moving on to the last two templates...
Page 113

This Ruins Most
____________
Template: This ruins most
_________________
Overview: This subject line is one of the strongest in the set. It goes beyond sharing a mistake or
even the biggest mistake to the point of revealing
something that can have a devastating effect on
the subscriber if they fall victim to it. Again, were
talking about both awareness of a potentially destructive pitfall, with a provided solution, only this
time the language is stronger in that it could ruin
the results for the person on the other end of the
line.
Examples:
This
This
This
This
This
ruins
ruins
ruins
ruins
ruins
most
most
most
most
most
dieters
newlyweds
teachers
affiliates
child models
In this email, youd want to reveal the most disastrous, destructive stumbling block that the
subscriber might face, along with a solution for
avoiding it. Ill give you a hint: Provide the solution in your content in a brief, overview form so
Page 114
you do actually give them useful information, and

then lead the subscriber to an offer to thoroughly
explain the solution which allows you to make a
sale.
Well, that brings us up to the final template in the
set...
Page 115

Break This ______ Rule For
Success
Template: Break this ___________ Rule for
success
Overview: The idea for this subject line is to expose something that is commonly accepted or most
people believe and even teach as the standard way
of doing something expose this as a myth and
then offer an explanation of how to do what youve
been instructed not to do and find success anyway.
Examples:
Break this
Break this
success
Break this
cess
Break this
cess
Break this
dieting rule for success

joint venture rule for
credit card rule for sucmatchmaking rule for sucjuicing rule for success
Ill give you an example. One of the dieting rules

that Ive always been taught is not to eat anything
within two hours of going to bed at night. Well, I
happen to love eating my late night snack as Im
lying in bed at night watching television or reading
a book. So, I found a way to break that rule, eat
Page 116
my late night snack and still lose 45 pounds. Subject line: Break this dieting rule for success.
Expose a rule as a myth. Thatll get
em to open up and read on.
Well, folks, weve covered some really, really powerful tips and templates you can begin using
immediately to see greater results with your own
email campaigns.
As always, I wish you much success with your lists,
your business and your life.
www.ListDrivenProfits.com
Page 117

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Subject Line Secrets

Copyright List Driven Profits

Paul Evans is the president of Info Market Results,

If your mailing is not opened by your

Sidebar: Sometimes we forget that much

If you have 1,000 subscribers and 5% open

(10%) stays the same, then you'll have 10

In part one, Ill be sharing 20 tips

In part 2, Ill be highlighting 20 of

Im really excited about what were going to cover

will become a resource that youll refer to time and

Subject Line Secret 01:

Stay away from the appearance of

Avoid the use of $$$$ and @@@ and

Keep it under 50 characters.

Dont mislead your subscribers.

Dont be all business.

Ezine #101 doesnt make me want to open

Subject Line Secret 02:

Thats important to mention here: your

Branding Your Subject Line

[PVM Members] Update available for 24

I guess the best marketer Ive ever seen do this is

which is followed by a short, attention-grabbing

Subject Line Secret 03:

lines from the top marketers in the

Sign up for a free email account and then join

best subject lines. In just a few days you should

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being personal in there?

Yes, I do recommend you use personalization, but

AND allows you to involve the reader

* Patti ... Ryan here 2 questions

* Sorry, Ryan I gotta disagree

Again, the idea is to create a sort of

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80% Discount for 2007 Edition of The

Last chance to upgrade to Version 3.0

In this email you could mention that a discount is

Heres how you password protect your

In that email you could actually explain the process

Supplement report for your order is

Again, the purpose is to get folks to open up

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Now, I dont recommend that you bully people into

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What the Can-Spam Act means to YOU...

Spam act first hit. Every time I got

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Get Organized! 24 great ideas...

I mean, magazine publishers are good. Real good.

The idea is simple: Look for magazines that are

direction, which is exactly what you

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Write to one person at a time.

Write a dozen or more before making a

Keep it in harmony with your message.

Test, test, test.

Dont forget emotion.

increase? What shocking revelation will you