The 5 States of Your Subscriber's Awareness

Of course. To write emails that get opened and truly connect with your audience, you first need to understand where they're coming from. A powerful way to do this is by figuring out their "State of Awareness."

This concept is all about understanding how much your subscriber already know about their own desires, the problems they face, and the solutions you offer. Once you know their state of awareness, you can write a subject line that meets them exactly where they are.

Here’s a breakdown of the five stages of awareness and how you can apply them to your email subject lines.

The 5 States of Your Subscriber's Awareness

Think of these stages as a scale, from the easiest people to sell to, to the most difficult.

1. The Most Aware

• Who they are: These people already know about your product, they know what it does, and they want it. They just haven't bought it yet, maybe because of price or timing.

• Your goal: Your subject line for this group can be incredibly simple. You don’t need to be clever; you just need to state the product name and a compelling offer or price.

2. The Product-Aware

• Who they are: This person knows about your product but isn't convinced they want it yet. Maybe they don't fully understand all its benefits or how it's better than the competition.

• Your goal: Your subject line needs to reinforce their desire, sharpen their image of your product, introduce new proof of how well it works, or announce a new feature that makes it even better.

3. The Solution-Aware

• Who they are: This subscriber knows they want a specific result or has a desire, but they don't know that your product provides it.

• Your goal: Your job is to crystallize that desire in your subject line and connect it to a solution. You name the desire or the result they're looking for.

4. The Problem-Aware

• Who they are: This person has a need or a problem, but they don't yet realize there's a connection between that need and your type of product.

• Your goal: Your subject line should name the problem and promise a solution, making the connection for them. You want to vividly dramatize the need so they realize how badly they want the fix you're offering.

5. The Completely Unaware

• Who they are: This is the most challenging group. These people aren't aware of their desire or need, or they won't admit it to themselves.

• Your goal: You cannot mention your product, the price, or even the direct desire in the subject line. Instead, you must use an "identification headline". You're not selling anything; you are simply echoing an emotion, an attitude, or a fear that this specific group shares, which gets them to read on.

Applying the 5 Stages to Your Email Subject Lines (With Examples)

Your email subject line is your headline. Its only job is to get your prospect interested enough to open the email and read the first sentence. Here’s how you can tailor your subject lines for each stage.

Stage 1: The Most Aware

Scenario 1: A customer abandoned a cart with a specific camera.

• Weak: "Did you forget something?"

• Better: "That Revere Zomar Lens is Now 20% Off"

Scenario 2: A subscriber is on a waitlist for a luxury watch.

• Weak: "Great news from us!"

• Better: "The Steinway Watch You Wanted is Back in Stock"

Scenario 3: A previous customer viewed a specific perfume on your site.

• Weak: "A special offer just for you"

• Better: "Joy: The Costliest Perfume in the World, Now With a Gift"

Stage 2: The Product-Aware

Scenario 1: A trial user of your project management software needs a final push to upgrade.

• Weak: "Your trial is ending soon"

• Better: "FlowState Now Integrates with Your Calendar"

Scenario 2: A subscriber is interested in your durable luggage brand.

• Weak: "Our luggage is built to last"

• Better: "See What Happens When You Crush a Hartman DC-8? Nothing!"

Scenario 3: A lead is considering your brand of vacuum cleaner.

• Weak: "The best vacuum on the market"

• Better: "You breathe no dusty odors when YOU do it with Lewyt"

Stage 3: The Solution-Aware

Scenario 1: Your audience wants to be more productive but doesn't know your planner is the solution.

• Weak: "Introducing the 'Focus Planner'"

• Better: "How to Win Friends and Influence People"

Scenario 2: Your list is full of people who want a beautiful garden but don't know about your unique seeds.

• Weak: "New Flower Seeds Available"

• Better: "Who ever heard of 17,000 blooms from a single plant?"

Scenario 3: Your audience consists of aspiring investors who dream of financial freedom.

• Weak: "Learn to Invest with Our Course"

• Better: "To men who want to quit work some day"

Stage 4: The Problem-Aware

Scenario 1: Your audience has a common, nagging problem, like foot pain.

• Weak: "A new insole for your shoes"

• Better: "Corns?"

Scenario 2: Your audience consists of parents worried about their children's health.

• Weak: "Try our new toothpaste"

• Better: "Look, Mom! No cavities!"

Scenario 3: Your list is full of people with common insecurities about their communication skills.

• Weak: "Improve your grammar today"

• Better: "Do YOU make these mistakes in English?"

Stage 5: The Completely Unaware

Scenario 1: You're selling a public speaking course to professionals who are nervous but would never admit it.

• Weak: "Overcome Your Fear of Public Speaking"

• Better: "They laughed when I sat down at the piano..."

Scenario 2: You're marketing a therapy service to high-achievers who are feeling overwhelmed but see it as a weakness.

• Weak: "Feeling stressed? We can help."

• Better: "Why Men Crack..."

Scenario 3: You're selling a premium clothing line to people who aspire to a more sophisticated image.

• Weak: "Shop our new luxury collection"

• Better: "The Glory of the Upward Path"