January 22, 2008
Email Marketing-Do Not Trick Your Subscribers with Headlines
To increase the number of emails opened, many people try to trick their subscribers by providing catchy but misleading headlines. Their motive is to get the subscriber open and read the mail.
The rationale behind this is based on the deduction that you would get more responses if more people open the mail.
It is right in theory. But then there is a difference in motivation and interest. If somebody clicks your mail because he is interested in it, you would have higher response rate with more mails being opened.
What would be happening if you dupe somebody to open your mail? He would exit the moment he finds that he is cheated or it is not what he was looking for.
There is another angle to email headlines.
Many people would give catchy headlines which are not blatant lies but vaguely related to content of email.
See this
“What Would Happen If…..”
“I am Almost Broke……”
“Trick To Get Listed In Google In 24 Hours”
These kindsof headlines are witnessed by all of us and somehow we are okay with vagueness of the mail headings.
These also use the attention catching for purpose of getting the mail opened.
In contrast there are clear consistent headlines that not only reveal content but also ensure that only interested readers would be opening it.
In my view your email heading should be honestly phrased around your content. It does no harm if you add some spice to it but writing a misleading headline would be detrimental to reputation of your newsletter.
You might get few more opened mails or clickthroughs but in the long run people would stop trusting you.
Trust is very big factor in business building. I am very strong advocator of building trust and reputation.
Duping your subscribers for want of few more clicks is just unimaginable and I would advise desisting from it.
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