• How to Create Conversion-Driving Subject Lines for Your Combustion Company’s Sales Emails

    Posted On Friday, February 15, 2019 by SalesLeads Inc

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    Email is a powerful tool that can assist boiler, burner and chiller sales reps in reaching their target audience. In fact, statistics show that combustion buyers prefer communicating with vendors using email than any other channel, including phone, live chat and an online contact form. But if you're planning to use email in your combustion company's sales strategy, you should pay attention to the subject lines of your messages. Poorly crafted subject lines will turn prospects away, resulting in few or no sales. By perfecting your subject lines, however, you'll reap the benefits of a higher open rate, which leads to more sales.

    What Is a Subject Line?

    The subject line is a short, customizable message that describes the contents of an email. It allows recipients to determine what an email is about without opening it. When a prospect checks his or her email, regardless of which email service provider they use, they'll see the sender's name as well as the subject line listed for each email in their inbox. Because of this, many digital marketing experts say that the subject line is the single most important element of an effective sales email.

    Aim for 61 to 70 Characters

    You may assume that using longer subject lines are better than shorter subject lines because they allow you to present more content to prospects. The problem with long subject lines, however, is that they are typically truncated by email service providers. Most email service providers only display a limited number of characters in the subject line. If your subject lines exceed this limit, prospects will only see part of them. According to Campaign Monitor, subject lines ranging from 61 to 70 characters generate the strongest response, so try to keep the subject lines for your boiler, burner, chiller company's sales emails within this range.

    Add the Word 'Free' If You're Giving Something Away

    Using the word "free" or “complimentary” in your subject lines is another tactic that can help drive sales. Be cautious, as the word free can cause your email to go into spam. Even if the primary purpose of your email is to sell a product or service, you can still give prospects something for free, such as a sample, demo or how-to guide. If you're going to give something away, though, be sure to mention it in the subject lines of your sales emails. Research shows that adding "free" or “complimentary” to an email's subject line increases its open rate by an average of 10%. This means that 10% more prospects will see your sales message, some of whom may proceed to make a purchase.

    Personalize for Each Prospect

    Many sales reps or marketers use the same generic subject lines for all their sales emails, believing it's a smart way to save time. While creating unique subject lines for each prospect takes longer, it's well worth it in the long run. When you create a unique subject line for each prospect, you can personalize it to achieve a stronger response. Statistics show that emails with a personalized subject line have a 30% higher open rate on average than emails with a generic subject line. A simple way to personalize your subject lines is to mention the prospect's name and company for whom he or she works. Alternatively, you can mention the most recent correspondence you had with the combustion prospect.

    Many sales reps use the same generic subject lines for all their sales emails, believing it's a smart way to save time. While creating unique subject lines for each prospect takes longer, it's well worth it in the long run. When you create a unique subject line for each prospect, you can personalize it to achieve a stronger response. Statistics show that emails with a personalized subject line have a 30% higher open rate on average than emails with a generic subject line. A simple way to personalize your subject lines is to mention the prospect's name and company for whom he or she works. Alternatively, you can mention the most recent correspondence you had with the prospect.

    Create a Sense of Urgency

    If possible, try to create a sense of urgency in your subject lines. For example, if your boiler, burner, chiller company is offering a limited-time discount on all new orders, talk about it in the subject line. The general idea is to drive user action through fear of missing out (FOMO). Upon seeing that the discount is only available for a limited time, some prospects will feel compelled to take action by further reading the email and then purchasing the promoted combustion product and service.

    Test Different Subject Lines

    There's no golden formula for creating subject lines. While following certain practices can help you achieve greater results, you really won't know works and what doesn't without testing different subject lines. So, even if you've found an effective format for creating subject lines, you should still send emails with other subject lines. This will allow you to gather data on key performance metrics (KPIs) like open rate and conversion rate.

    Don't Use Spammy Words or Phrases

    Test Different Subject Lines

    There's no golden formula for creating subject lines. While following certain practices can help you achieve greater results, you really won't know works and what doesn't without testing different subject lines. So, even if you've found an effective format for creating subject lines, you should still send emails with other subject lines. This will allow you to gather data on key performance metrics (KPIs) like open rate and conversion rate.

    Don't Use Spammy Words or Phrases

    Avoid using words or phrases that could be perceived as spam. According to Convince And Convert, 69% of recipients mark email as spam based on the subject line alone. This is concerning because if a significant number of prospects flag your emails as spam, your internet protocol (IP) address could be blacklisted by email service providers.

    Now that you know what you can do to maximize emails, the big question is…do you have a quality database of names that can convert? Being reluctant to just purchase a list is a good decision. That’s why SalesLeads created a specialized program specifically for boiler, burner, chiller or combustion companies that model the list based on your best customer or customers. Our researchers verify the content so when you purchase our customized database, you get exactly what you want. Contact us to find out how we can create a customized database for you.

    Another suggestion is our Office project reports. These are leads that have been uncovered by our researchers where projects are going on within the facility. It can be a new construction, build on or renovation. Any one of these three options are critical opportunities for your combustion business. Project reports include a short description on the project, along with information on the company contact names, email and phone. All the information you need to make an intelligent connection. Get sample project reports.

    In summary, using these tips, you'll experience get some greater success with your burner, boiler, chiller company's sales emails. You should still use other channels to promote your combustion products or services, but optimizing your emails with the right subject lines is a simple and effective way to boost your company's sales.

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