Let’s look at these categories so you know how to approach them properly. We’ll use a weight loss-related topic as an example to help you stay on track.
Positive results
When you think of positive outcomes in the program also includes the weight loss industry, you think of losing weight and gaining muscle, right? You’re looking for insights you can share with your audience that show them the end of the road.
For example, your subject line might be something like: “How John lost 300 pounds in three years.”
This is a positive outcome. You are not revealing the full story—you are just hinting at it to spark curiosity and desire.
Negative result
Negative outcomes are the exact opposite. You’re calling organize gamification courses out pain points here to help your readers better understand why a negative outcome occurred — or to help them prevent it from happening to them.
Your negative results subject line might be something like: “Why John tried to lose weight for ten years — and nothing worked.”
That statement—”nothing happened”—is your negative outcome. People want to know why.
Overall Theme
Your overall topic is a bit like a category title on your blog. In the context of weight loss, it might be dieting, exercise, motivation, or calorie counting. The overall topic could also be the main subject related to your business: weight loss.
The general subject line might look something like this: “Weight Loss: What You’re Doing Wrong.”
You’ve clearly stated the subject line so sale lead people know what to expect.
Controversial topics
We all love an argument, right? It keeps us up at night and forces us to think things through more thoroughly.
A controversial topic headline might be something like: “IIFYM doesn’t work.”
This is controversial because many people follow the “if it fits your macros” approach to weight loss. You’re taking a controversial stance and saying that doesn’t actually work. Just be prepared to back up your controversial opinion.
Target Market
When the compelling email subject line formula asks your target market, they are looking for the people who are most likely to buy your product. You are naming them.
Following my theme, a target market subject line might look like this: “Fad Dieters: Here’s What You’re Doing Wrong.”
You are calling out to a specific group within your target audience, people who might be interested in buying your product. Doing so helps you speak directly to your readers, as if you can read their minds.
Common objections
Wherever there is a goal or pain point, there will always be opposition.
For example, when it comes to weight loss, a common objection is that people don’t want to feel deprived. Dieting is both physical and psychological.
So your subject line formula with common objections might look something like this: “Tired of feeling deprived? Here’s how to bounce back.”
You address your objection directly and hint that you have a solution. Of course, you need to communicate this in the body of the email.