To Open or NOT to Open
by Linda Landry (c) 2003
That is the question! When your inbox reaches the hundreds, you
have to decide if you can really read and pay attention to each and
every email you receive. Even if you open your email daily, your inbox
can easily exceed several hundred messages and most of us online
'marketeers' have several addys to conduct our business. Therefore,
we have to decide a) which message do I open first? b) which message
requires my attention? c) which message will benefit (profit) me? And
the big question: Which message(s) will I delete?
The answers to all these questions, of course, are individual to each person.
Collectively, however, we are all in the same boat and naturally we all wish
to have our messages read. The other side of the coin then is how do we
ensure our message is important enough to avoid delete and at least get
on the OPEN list? There are no absolutes but there are helpful hints.
The most obvious is familiarity. Name recognition is your biggest asset.
If you are a publisher, you realize you become known best by the name
of your publication. Therefore, when your publication name appears in
the inbox of your opt in subscribers the instant recognition assists in the
probability your message will be opened. The subject line is your second
best asset. Since we are all bombarded with information, we each must
decide what we have a 'need to know' daily. Your subject line may be your
one shot at creating interest and getting your message OPENED. Be
creative, yet honest. Not everyone needs dozens of 'make millions'
opportunities daily. If a message has to be deleted in the essence of time,
the duplicate or hyped message is the first on my list to be eliminated. On
the other hand, I don't appreciate being fooled. If the subject line promises,
it must deliver. When it does not it creates anger, mistrust and frustration
which are the opposite intent of any 'marketeer'.
Our best bet is to create honest and familiar interest in our effort
to reach our audience and dispense our information.
Our second best avenue is to spark quality curiosity and
benefit to prompt the OPENING of our message and the pack it full of
needful information to make reading worthwhile to the recipient.
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Reprint permission granted with this resource box intact.
Linda Landry is the publisher of CYBERSHOPNEWS
and the proprietor of three websites:
http://www.affordablebelowcostads.com
http://www.galleryodefense.com
http://www.galleryogifts.com where the latest issue of
Cybershopnews can be viewed.
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