Do you find it difficult to write great email subject lines?
Although there are a number of subject line formulas that can help, it can be hard to know if what you’re writing is really resonating with your audience and compelling them to open your emails.
That’s why when we learnt that headlines with a high Emotional Marketing Value (EMV) increased conversions, we wanted to dissect the process and share it with you.
So in this post, we’ll show you how to use the EMV Index to improve your email subject lines and increase your open rates.
What is the EMV Index?
Back in the 60s and 70s, government research scholar Dr. Hakim Chishti was studying the roots of several languages including Persian, Aramaic, Hebrew, Arabic, and Urdu.
In his research, he found that there are basic underlying harmonics in language that are always interpreted with the same “emotional” reactions. While the meaning of a set of words can be mistaken, the sound tones made when those words are said in a sentence are always interpreted the same way in our emotional response.
From these findings, the EMV Index was born. It is essentially an algorithm that assesses how a group of words follows these emotional harmonics, and how likely they are to elicit an emotional response from a reader.
So in the context of email marketing, it can be used to assess how much of an emotional response a particular set of words (like a subject line) will generate.
A perfect EMV Index score would be 100%, but that is rare unless your subject line is quite short. A good score would rank anywhere from 40% to 75%.
How to use the EMV Index to write better email subject lines
Now that you understand what the EMV Index is, it’s time to put it to work writing better email subject lines.
By following these steps, you can compose email subject lines with high EMV scores that lead to more opens (and more conversions.)
Step 1: Write 25 potential subject lines for your email campaign
Whilst it may seem like a lot of effort, it forces you to think outside the box. When Garrett Moon of CoSchedule started to apply this to his own headline-writing efforts, he found that the headlines he wrote got better as he went on. The first 10 or so were easy to come up with, but were pretty basic and obvious. After that, he had to start getting creative in order to come up with the next 15, and as a result he found that the final headlines he wrote were often the winners.
So step 1 is to spend some time writing a number of different subject lines for your email campaign, as it’s likely your best one will take some time to come up with. If you need help, check out this list of power words in email subject lines.
Step 2: Run them through the Emotional Marketing Value Headline Analyzer
The Emotional Marketing Value Headline Analyzer is a tool from the Advanced Marketing Institute which analyzes headlines and tells you their EMV score.
Used in an email marketing context, you can simply enter your subject lines into the tool and it will return to you a score between 0 and 100 based on the emotional marketing value of the subject line you created.
To use this to write better subject lines, take the 25 different subject lines you wrote in Step 1 and run them through the tool, making sure you keep track of the score of each subject line.
Step 3: Use the two highest scoring subject lines in an A/B test
When you’re setting up your email campaign in your chosen email marketing software, set it up as a subject line A/B test and enter the highest-scoring subject lines from your original list of 25.
If you’re a Campaign Monitor customer, the tool will then send a version of your campaign with each subject line to a small portion of your list, then based on which email gets the most opens or clicks it will automatically send the winning subject line to the rest of your list.
Finally, you’ll get a report that showed you which one is the winner, and how many extra opens and clicks you got by running the A/B test.
Better subject lines means more opens of your email campaigns, and more opens leads to more click-throughs, more conversions and more revenue for your business.
So for your next newsletter or announcement email, try writing a number of different subject lines for your email campaign and use the EMV Index to decide which one’s to A/B test. You’ll end up writing more emotional subject lines that appeal to your target audience and get your emails opened.
Your turn: Have you used the EMV index to write better, more emotionally appealing subject lines before? If not, give it a go for your next campaign and let us know what you think!
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