Another day, another email landing in my Inbox about Bitcoin.
“Bitcoin your marketing”
“The method that’s more profitable for your business than Bitcoin”
“Bitcoin vs media buying”
“3 Bitcoin marketing secrets”
“My opinion on Bitcoin (and your business)”
….These are all real subject lines of emails I’ve received recently.
And as you can tell, none of them are really about Bitcoin.
And none of them (I’m guessing) are from people who really know about cryptocurrencies.
They’re all from email marketers using Bitcoin as a hook to talk about the things they really want to talk about – their own products, skills and insight.
And that’s as it should be.
Bitcoin is one of the biggest crazes of the moment. Maybe even one of the biggest crazes in years.
Everyone’s intrigued by it and everyone’s talking about it.
So it’s the perfect “in” to your subject, even if it has nothing to do with it.
To make your email marketing relevant, accessible and even (gasp!) fun, it sometimes helps to go outside your industry and outside your expertise, and to join other conversations your audience is having.
Think about things from their perspective – what is preoccupying them right now? How can you use that as a vehicle to reach them?
Think far beyond bitcoin, to sports or music events, politics (if you’re brave), hit movies or books, and so on.
Can this be cheesy? Sure. Often. You don’t want every email you’re sending to be making some tenuous connection to current events…
But the truth is that people love unusual juxtapositions. When you see a subject line connecting two seemingly unrelated things, there’s something in our brain that just won’t let go until we’ve discovered the connection.
So watch out for my blog next week on what companies marketing themselves online can learn from the Royal Wedding 🙂
(Just kidding. Although now that I’ve put that down on paper I might have to take it as a personal challenge….!)
Miriam Shaviv is author of Discover how to write high-converting emails in 10 minutes or less – Guaranteed! Grab your free copy here.
She is director of content at Brainstorm Digital, which helps companies generate leads, enquiries and sales online.