After tradeshows, email marketing is arguably the most powerful channel for lead generation. Following email best practices is critical to closing sales after your event participation. Often, exhibitors are so weary after their events that they miss their window of opportunity and lose sales.
If you don’t have a strong email marketing foundation, you’d better start building that knowledge. Let’s start at the top, the subject line. The subject line is the most important element of your email. I know, that’s a lot of pressure. This is because if your email doesn’t get opened, none of the other elements (Body, Call to Action, Signature, Graphics) even matter.
Your email subject line should make it clear what the email is about. When you write your subject line, don’t sell what’s inside—tell what’s inside. It can be funny, enticing or irreverent too, but it should be relevant. Begin with the most important information in case the subject line gets cut off in their inbox. Good email subject lines help convey action with verbs such as learn, download, or sign up.
Key Tip: Remember that most people read the subject line looking for a reason to delete it, not to read it. Don’t be lazy with the subject line.
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