I couldn’t believe what I was hearing.
“The test was amazing. But don’t use it again.”
My boss was telling me to stop.
That’s exactly when I knew. This email was a winner.
Probably the best ever.
We had done an A/B test on the subject line and header for a new lead gen email campaign.
This one subject line crushed the other test. And it handily beat our norms for similar campaigns.
35% higher open rate, 26% higher click-through rate, and 39% higher conversion rate than our average rates.
What was the email subject line?
Are you still paying too much?
Yep. That was it.
We were sending merchants to download our guide on how to reduce credit card processing fees.
Despite the success, we were not moving forward with the winner.
This email subject line “did not conform to our brand style.” Forget about the results.
I imagine that you don’t have those same constraints.
So please steal this exact same subject line as a template for your emails.
Are you still recurring problem ?
For that matter, you can use this formula for a article headline or subhead. Or for your social media posts.
It’s that effective.
In fact, it leverages the same psychological triggers used in my set of 55 fill-in-the-blank headline templates.
But why does this one formula work?
And what’s the best time to use it?
Let’s quickly explore why it is so powerful and when to unleash for maximum impact.
Grab Your 55 Headline Templates for Free
Write irresistible headlines and subject lines like the copywriting masters. This fun, fast series gives you:
- 55 Fill-in-the-blank headline templates
- Over 200 headline and subject line examples
- Downloadable worksheet so you can easily write your own
Why “Are you still…?” drives more opens, clicks, and purchases
This email subject line style is not original. In fact, I stole it from The Invisible Selling Machine by Ryan Deiss.
Ryan tells the story of a friend who had signed up for a guide to help him stop biting his nails. Every week after, an email was received titled “Still biting your nails?” These exact same emails kept coming week after week… until one day the email came at a peak point of frustration over nail biting. And Ryan’s friend bought the product.
This example is a brute force use of the “Are you still…?” subject line. I don’t recommend that you execute an email campaign by using the same subject line over and over again.
But why does this subject line work so well?
Here’s why. Certain tasks, issues or problems seemingly never ever go away.
We keep seeking solutions. We may even know exactly what needs to be done.
But these problems keep coming and coming relentlessly.
We feel stuck.
It’s really disheartening. We just want the issue finished and gone forever. No more nagging at us.
This subject line tells us we are stuck.
It pokes the nerve.
Ouch!
It brings out that powerful instinct to seek comfort and soothing from the pain.
So yes, you will be generating a potentially strong negative emotion. But that emotion is not directed at you.
In fact, the “Are you still…?” subject line also reminds your audience that you have the solution.
They just have to click to feel better.
Then you can offer a way to eliminate the problem… permanently.
Now let’s get the playbook for when to use this technique.
When should you use this formula?
The “Are you still…?” subject line is incredibly powerful. But you can’t use it all the time.
You have to pick the right problem, the right audience, and the right time to get the maximum results.
- The Right Problem – This headline style can work for any issue. But addressing a recurring problem where you can really make an impact.
Identify a particularly aggravating problem that seemingly never gets solved. This will work better than a generic concern. - The Right Audience – An email with this subject line should only be sent to people who have already engaged with you in some way. For example, an existing prospect list or people who have already opted in through a previous lead generation campaign. I do not recommend sending it “cold leads” or purchased lists. You’ll poke the nerve, but you likely do not have the trust that you have a real solution.
- The Right Time – The best time to use this email is at the end of an engagement or follow-up series. If someone still hasn’t purchased after 3 or 4 email reminders, then you can unleash “Are You Still…?”. The problem very likely still hasn’t been solved. The prospect just hasn’t acted. Give the problem some time to continue to fester. Then deliver this email.
Bonus Tip: An alternative version of the “Are you still….?” template is “Have you Action/Goal yet?” This variation is a little more positive. But it’s a subtle jab.The key is that your reader most likely has not yet achieved their goal. So “Have you… yet?” reminds your reader they are stuck. And they need to do something about it.
The great thing is that you can use this subject line style for any subject.
Here are some examples:
- Are you still waiting for the right guy?
- Are you still buying Facebook ads the old way?
- Have you lost 10 pounds yet?
- Have you got your raise yet?
Again, this email subject line is simple, yet very powerful.
You are poking your reader’s nerve. They have an aggravating problem. You’re telling them they are stuck.
And you are reminding them you have the solution.
Use that approach and you get much higher open rates, many more clicks, and a big boost in your sales.
Grab Your 55 Headline Templates for Free
Write irresistible headlines and subject lines like the copywriting masters. This fun, fast series gives you:
- 55 Fill-in-the-blank headline templates
- Over 200 headline and subject line examples
- Downloadable worksheet so you can easily write your own
Get the first article “Top 10 How-to Headlines” now.
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