How to Avoid the Dreaded ‘Delete’ Key
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.
Terence Jukes is president of B2B Direct Marketing Intelligence Inc., a strategic consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at www.b2bdmi.com or (954) 566-4451.