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Getting emails OpenedPosted: June 11, 2010, 4:51 PM
Are you working on email marketing? If you send some one an email, do they open it and act on it?
An email is akin to a letter. If it is from a trusted sender, it is opened. However, if the trusted sender violates that trust, the following communications are trashed, unopened or deleted.
I get emails from people I know. I know it is a pitch to buy something, so it gets deleted. I opened them before, so I am conditioned to believe they are sales messages, and they are deleted.
To get action from an email, it needs two components. First, the email list must be a good one. This means that it must reach the recipient and the recipient must be a likely prospect.
Second, there must be a compelling message for the recipient. Compelling is relevant by age. A teenager will respond to one message while an adult will respond to a different message.
To not violate the relationship required to open an email, you must not violate the trust needed to open it. If I have received previous emails that suit my taste, I am tempted to open the next and continue to be pleased.
If I have received emails that do not move me either way, but I am still curious, again, I will be tempted to open the next one before deciding its relevance to me and my situation.
Lastly, if I have opened an email and been turned off, when I recognize the senders name, I just delete it.
If you are providing value and benefit to the recipient, they are yours. If you are selling you and the benefit of doing business with you is not overtly obvious to the recipient, then they are not motivated to open your email and do business with you.
Keep in mind that you are a market of one and you are selling. This does not make you and ideal demographic for your intended buyer. You need to get out of you and walk in their shoes before you can know their pain and how to solve it.
We have discussed how to get your email opened and discovered that it is just like getting a letter opened. Sometimes it happens and sometimes it does not. The challenge is to get it right to it is opened and acted upon.
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