Now think about this for a minute. Why is e-mail such an effective marketing
medium in the first place? What’s one of its primary strengths? That’s right, it’s
personal.Mixed in with the commercial e-mails, there are a fair few from friends andacquaintances. Chances are your prospect started sending and receiving e-mail inthe first place for personal reasons.Ergo, one of the best ways to avoid instant deletion is to put the name of a
company figurehead in the “from line.” This is in fact much more than a way to get e
-mail opened.It is fundamental to communicating in a way that engenders liking andrelationship and trust. Anything that smacks of cold, corporate speak and overt
“branding” usually sends response rates tumbling.
Another common “from line” mistake is inconsistency of figurehead. Once you’ve
established a figurehead, stick with it. If you must switch figureheads, or add afigurehead, realize it will take substantial effort to pass the baton from the known tothe unknown. Use repeated introductions, or have the prospect actually opt in to
receive the new figurehead’s communication.
As a rule of thumb, the “from line” is sacrosanct. It esta
blishes you as an insider
in your prospect’s in
-box. Changing it makes you a stranger all over again.
Subject Line Mistakes
While predictability and familiarity are the hallmarks of
a successful “from line”, the opposite is true of the subject line.
Yet the desire to sneak a company name
… or a trade name that describes their
… or the name of their publication
… seems to spill over to the subject linefor many of the marketers I’ve worked with. And I discourage this strenuously.
Think of your subject line as a headline. When writing a headline, you know
or should know
that superfluous words lower response.
Here’s a little experiment for you: Go to your swipe file of winning headlines right
now and see if you can remove a single word from any of the headlines and still
have them make sense. Chances are you can’t. While you’re there, take note of howmany waste words on branding. Superfluous words and branding don’t help when it
comes to getting people to read your copy.
And it’s the same with an
e-mail subject line. Yet how often do you see marketers
trying to do “branding” in the subject line? Like this:
Dog Training Daily: House Training
6 Tips for Quick House Training
You see it a lot! Every single e-mail has the name of the publication in the subjectline.