I have a really hot client.

I mean, drop-dead, “let’s make babies together”, gorgeous client.

I first met her back in 2008.

In 2009 we got married. 

And we did end up making a baby…

And ever since then I have been busting my copy chops all up in her online business.

Recently we launched a new product for her business  using an email AR run-up with a single-day promo blast.

The result for the promo email?

Total profit ended up being in the mid 5 figure level. And the sales are still trickling in.

Here is how I made this happen.

The AR Sequence

I wont go into too much detail here about the actual AR sequence (saving that for another post later on) but know this:

• It was 14 days long
• Had more open loops and criss-crossing story arcs than a George R.R. Martin novel
• Played on the pre-eminence that she has been building for the past 4 years in her market

It was good stuff.

But let’s save the greasy details of that complexity for another post – I want to share with you the mechanics of an email that gets 55% open rates and generates 5 figures in 24 hours.

The 55%er 

Most copywriters/email marketers tend to forget that the rest of humanity doesn’t live with their modems connected through their belly buttons. As a matter of fact, the majority of people on YOUR email list right now, don’t even use their email for business purposes.

They have lives outside of the Internet. 

Think about that.

When you craft emails, you better be thinking about that. 

Here’s what I mean:

How To Craft 55%ers Of Your Own

My inbox is full of subject lines like this:

“The Most Insane Way To Build A Profitable Business Online Ever Revealed… Look Inside For More Details…” 

It’s a decent effort. This will get clicks. It does focus on the benefits hidden behind link within the email.

But…

#1 – It screams “business”. 

Business emails in a personal inbox are like homework assignments during spring break.

Blatantly broadcasting the business/selling intent of your message in a drawn out subject line like this is the #1 way to get unsubs stacking up faster than a plate of pancakes in front of Ron Swanson.

There was a very measurable reason why the Barack Obama fundraising-through-email campaign worked so well.

It was personal. 

The subject lines were:

• Hey…
• Dinner?
• I don’t get to tell you this enough…
• So
• Are you in?

You know, the kind of subjects lines that people open from their friends… without hesitation.

If you want to be seen as a “friend” to your list, personalize those “business” subject lines.

#2 – It’s too long. 

Fact: People hate reading. Especially Americans.

The average American spends 7 minutes per day reading for pleasure.

7 minutes to read ALL of their emails, favorite blog posts, and dirty magazines.

You can’t afford to turn your subject lines into novels.

And recent research suggests that the longer the subject line, the less likely it is to get opened.

I suspect it’s because peoples’ eyes just glaze over when they see more than 3 words strung together.

Don’t judge it. Use it.

What’s the sweet spot  word count-wise?

According to Retention Science 6 – 10 words in a subject line is where the money is.

#3 – Not unique enough. 

The example above could be the subject line for literally EVERY. SINGLE. IM. PRODUCT. EVER.

If you struggle to find specific, benefit based subject lines, then you need build up that swipe file.

One of the easiest ways to build up specific, benefit based subjects lines is to use the Fascination Formula. (Post Pending)

Don’t forget, your subject line has to compete against all the other subject lines clogging up your list members’ inboxes.

The only way to rise above is to be unique.

The Hook – The Secret Weapon

Ahh… the old forgotten piece of getting those emails opened.

Yes. That’s right.

The hook should be helping you get your emails OPENED!

Let me give you an example from my SPAM folder:

You see the light grey words to the right of the subject line?

That’s prime real estate baby! 

And it often goes unused by marketers.

Depending on the length of your subject line (just another reason why short subject lines work) you could have anywhere from 10 – 20 additional words to play around with… words that are “hidden behind the click”.

This secret little trick allowed me to set up a very nice little hook that outperformed the non-hook email by almost 20%.

Go Forth And Do Likewise!

If you want help putting the words together, click here for my copywriting services.