
Don’t know about you, but when I open my email, my main mission is
Search and Destroy.
Yes indeed. My main goal while looking at my email is to get my in-box down to a manageable size. So, out goes:
- The obscure. A subject line which doesn’t say much, for example Special Savings…versus what this emailer was REALLY offering which was Thursday, Friday and Saturday 30% off your purchase… which is MUCH more motivating, don’t you think?
- The ones who can’t bother to telegraph their intent to me: what would possibly make me intrigued enough to open Something we think you’ll “Like”? To be quite blunt, what YOU think…doesn’t interest me. Remember the WIIFM! How about…You asked for it, We Heard!
- The boring. Ho hum so what, 50% sale extended thru Sat? I mean, all that tells me is that the sending business is DESPERATE…and goodness knows, I am not so pitiful that I have to shop at a desperate shop, do I? How about…The Sale for Busy Folk?
- Stuff that doesn’t tell me anything I find useful today. If an email subject line focuses solely on a topic of interest to only a segment of your shoppers, expect the non-targeted to ignore it. New M&D in doesn’t interest those who don’t want M&D (and those who don’t know what M&D is) How about… New M&D and Great Books Too! which offers a wider interest?
Email is not a medium to wax eloquent in.
Say it fast, say it plain, say it so it will either be memorable or so intriguing that the recipient will come back to it. Your goal is to have your recipients read your email. Second best, to have them save it for another, more leisurely day. Worst-case-scenario? You don’t want them to mark you as spam. So make your emails worth their attention.
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