So, take a good look at what you’re sending and how it arrives in the recipient’s inbox, and ask yourself, “Why shouldn’t the recipient delete my e-mail?”
Here are some of my instant delete cues.
1. A sender I don’t recognize. Here’s one from my inbox this morning: Bidz@jeg0otaxot.com . Apparently they were selling jewelry! (Why me?)
2. A sender field that has been truncated in some way. Obviously it was too long in the first place.
3. Anything from “Sales@” or “Customer Service@.”
Now here’s what I do open:
1. Anything sent from a real person. “JoeSmith@” gets my attention even if I don’t recognize the name immediately.
2. A subject line I’m interested in, particularly if it’s service-oriented. For example, “Renew your car insurance” or “Your order #123456 has been shipped.”
3. Offers in the subject line that interest me, especially if they’re relevant, timely or seasonal: “Take 15 percent off any order today only” or “Free S&H for our best customers” or “Free personalization of your holiday cards.”
What I see today is an inordinate amount of poorly crafted sender lines and subject lines. I suspect, given what I’ve seen, many B-to-B e-mailers are leaving this critical creative responsibility in the hands of their IT departments or e-mail providers.
So, once you’ve conquered the deliverability issue with your e-mail campaigns, make sure you get the sender and subject lines right. Remember, you only have one second to reel in the recipient or else you’ll suffer the wrath of the trigger finger on the delete key.
Got an e-mail you want to send me for my opinion? Go ahead, I dare you.
Have a comment? Please provide me with your feedback at firstname.lastname@example.org .
Terence Jukes is president of B2B Direct Marketing Intelligence LLC, a strategic B2B direct marketing consultancy based in Fort Lauderdale, Fl., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at email@example.com or (954) 383-5221 (direct line).
Comments or questions are welcome.