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Who are you?

Posted by Michael Bloch in web marketing (Monday October 12, 2009 )

I really want to know.

(Apologies to Pete Townshend.)

Actually, the thing is I may not really, really want to know. I may not bother to open an email with a vague “from” and/or subject line; or accept a invitation from someone I don’t recognize.

Today I received an invitation via LinkedIn from someone whose name doesn’t ring a bell. It just had the standard LinkedIn text saying:

“Michael, I’d like to add you to my professional network on LinkedIn.”

As his name wasn’t familiar, that means I would have to go out to LinkedIn to investigate. I just didn’t have the time.

With people generally receiving so much email and so many notifications these days, unless there’s something that piques our interest from the outset, these communications are often ignored.

Emails that have a “from” name that may not be recognized and/or an equally vague subject line; or worse still a spammy subject line tend to wind up in deleted items.

It only takes a few seconds to try and make a real connection with someone. For example, when I send emails via Taming the Beast, the “from: line is like so:

Michael Bloch [Taming The]

While I’ve been around the web for a long time and many millions of visitors have passed through my virtual doors, I don’t expect people to recognize my name – they are more likely to remember the site.

On the topic of subject lines; again, a bit of thought into how to attract attention instead of using vague text such as “sale”, “information”, “product update” can make a world of difference in triggering someone’s memory or just making your email a more attractive communication. The more attractive it is, the more likely it is to be opened

Without that crucial first step happening, selling stuff or establishing partnerships via email is rather challenging :).

Pick up some email subject line tips.


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