It’s a shame…

I get this email in my inbox that says “Personal from [guru name here] …”.

And it wasn’t personal at all, just another ad…because I use two email addresses to subscribe to the same lists, so I can tell if this really was “personal” as stated in the subject line.

Sad that an internet marketing guru would have to resort to such crap just to get me to open their email.  Not that I “fall” for it, I actually read these emails to see how people are marketing their stuff.

Now, there are two sides to this argument, {+++} one where the guru in question would probably have said “But my open rate soars when I use this…”…and the other where myself and many others would say “Yeah, and your sales might go up too…but at what expense?”

I will state right now, this is NOT a rant about email subject lines (at least for the most part).

What is your relationship with your email readers?  How would you classify that relationship?

Have you earned the right to “have your open rates soar” when lying to your readers?

How about this example, which if you’ve been marketing for any length of time…you have seen too…

IMPORTANT:  From [marketer’s name here, or subject of the email]

Or…

Bad News about [subject, name, etc..etc…]

Come on people (the marketers who send these).  Is there really no other way you can get your “open rates to soar”?  I would say you’re getting lazy…because for the most part, the marketers that send these types of emails, usually send way more than one.

If you have built a proper relationship with your email readers…guess what?  You wouldn’t need to resort to these “tactics” at all.  In fact, I will challenge that you can get better open rates by focusing more on building a relationship with your email readers, than from using “tactics.”

It’s always been about people, people. 🙂  That will never change.

And…if something is genuinely “important” or “personal”…you won’t sound like the “marketer who cried wolf”…you’ll actually deepen the relationship you have with your email readers…and as an added bonus, will continue to get the open rates you crave.

Just tell the truth…if it’s “personal”, but on a large scale, then say so in the subject line.

“Personal note to all of my valued readers from [guru’s name here]…”

See?  How hard is that?

If it’s “important”, say why in the subject line.

“IMPORTANT:  [guru’s name, or list name, or offer name, etc..etc…] discount ends today at midnight…

Don’t use the word to get the open…use the offer.

How hard is it to make that change?

Well, for some marketers who have internet businesses that rely on tricking the reader to open their emails…it will be difficult.  These marketers are “jonesing” like crack addicts to the open rates of the emails…and missing out on the true profits that solid reader relationships provide.

Are you this marketer?

You’ll eventually learn. 😉  Yeah, for now, your open rates might “soar” in your eyes (have you actually tested any differently? I have)…but as the internet marketing avenue continues to grow, and become more and more social…your business will fade into the sunset.

Yes, there will always be a few that “fall for it”…but because the internet “playing field” is becoming more and more social and multi-media oriented, that bigger influence will kill businesses that don’t fully adapt or “wake up”.

If you’re focusing on building and solidifying relationships with your email readers…take that to the next level with a video blog…so you can be seen (mine is coming, don’t worry, you’ll see this ugly mug yet 🙂  ). 

Oh and by the way, congratulations for not violating the one thing that will separate the big internet businesses and the “has beens” in the years to come.  Trust. I will see you in 5 years when all of the “less than honest” marketers have been phased out.

Until the next time we look in the mirror together,

Joseph Ratliff - Your Partner In Online Profits

Joseph Ratliff - Your Partner In Online Profits