I get a lot of marketing e-mails from jewelry makers!

Some are great, but some make make common mistakes that probably get them deleted before being opened.

Is there a trick to getting emails opened? Some basic keywords? A magic phrase?

It’s no secret: Here’s how to get your marketing e-mails opened:

1. Ask a question. Ever notice how many popular newsstand magazines use questions on the cover? That’s because questions draw people in! People are naturally curious and they will open your e-mail to find the answer to a question in a headline. “What one item should you ALWAYS wear to a party?” “Are you killing your jewelry by cleaning it?” “Do you know this simple accessory trick?” are examples of questions that pique curiosity.

2. Deliver some news. A subject line that has “news quality” will get opened by people who want to learn more. “More stars are wearing this gemstone now!” is an example of a news style headline. You can combine it with a question: “What accessory are all the stars wearing right now?” Convert the rest of the email to your main marketing message.

3. Use the word “you.” This age-old advice is still true. Why? People will read things that are about them! Many jewelry makers make the subject line about themselves. That’s a mistake. People want to read about something that relates to them, not to us. Write about what is of interest inside the email to the person receiving it. “A new design only shared with customers like you” is an example. “Accessorizing secrets no one ever shares with you!” is another.

4. Offer an idea. People love jewelry care tips and tricks. “These two simple household ingredients clean your jewelry fast!” is an example. “Use this trick to keep your necklaces tangle-free!” is another. There are many ideas online about the right way to care for jewelry, store it efficiently, and more. Other ideas include combining different types or styles of jewelry, how to “untangle” a necklace or easily get a tight ring off.

5. Include a deadline. Urgency compels action. Think about how many times you open an email because it mentions a key deadline. Deadlines prompt people to open things more quickly. Use a real date – “This offer ends at midnight, October 15!” – instead of a deadline like “in two weeks,” because you won’t know in advance when someone will open it.

Question: If you’re tracking responses to your e-mails, which headline strategies have worked best? Leave a comment below!