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Overused technique?

by geoweb
20 replies
Just wanted some feedback from copywriters on something I've noticed on email copywriting. In response email (especially autoresponders), on many occasions, the subject line always contains the name of the receiver (so let's say their name is Jay - the heading would be "Jay, Want to make more money on line" or "Jay, your top 5 fat-loss secrets".
Is this a good strategy to use? It just seems to me this tactic of including the name of the person in every email is often overused. I guess it's the same like someone who does not know you but uses your name over and over again - it could have the opposite effect and seem "un-genuine"

I guess using the name once in while would be acceptable, but not in every email. Any comments? Has this worked for you?
#overused #technique
  • Profile picture of the author Raydal
    Hi [what's your name],

    People's names are very important to them that's why it's used
    with such good results. I'm always suspicious if I get an email
    and the person doesn't know my name.

    Like the email I got the other day about a business venture the
    person addressed me as "Jason" in the email and "Ray" in the
    subject line. DELETE! If you want a business JV, you should
    at least be careful enough to address me by my name.

    Maybe you should use your name in your post as well.

    -Ray Edwards
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  • Profile picture of the author Aronya
    SPAM is overused, too, but for some reason it just keeps coming. Wonder why...?

    Oh yeah! It works!
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  • Profile picture of the author colmodwyer
    I think it's always worth remembering that you're likely more exposed to these tactics than your prospect. So you'll tire quicker.

    Regardless, Paul makes a most sensible point...

    It's email, so test that fo shizzle!

    Colm
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    • Profile picture of the author Salespectus
      Hi,

      Using names in the subject line is still a good strategy because it gets people's attention. As mentioned above, it's the effectiveness that matters.

      I have noticed that the use of personalization in subject lines is overused in competitive markets such as "internet marketing", "make money", "weight loss" and I think it has lost the power it once had. In other markets it is more effective.

      The key to effectively use names in subject lines is to use it differently.

      For example you can use your name and your subscriber's name in the subject line:

      [Subcriber's Name] ... Geoweb here with the latest update on product xyz.

      or Geoweb here with 5 more fat-loss secrets for you.

      But remember the focus should always be on the subscriber.

      Cheers
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  • Profile picture of the author kendrickyi
    One of the purpose of sending emails via autoresponders is this:
    You want to create a relationship with your subscribers.
    That means you have to be kinda personal with them.
    That's the personal touch.
    Because once they trust you,
    or once they're comfortable with you,
    it would be easier for them to buy from you.

    I mean, how would you address your friend?
    Is it better to say, "Let's meet up sometime!"
    or, "Yo Jay, let's meet up sometime!"

    Maybe it's just me, but I would prefer to be addressed by my name.

    Having said that, I feel that
    if it works well, it wouldn't matter whether it is overused.

    You know what I'm saying?
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    • Profile picture of the author dorothydot
      I agree - using a person's first name is a good way to create a relationship, which is often what autoresponders are intended to do.

      What absolutely turns me off - and I see it all too often - is when they use your email address instead of your name. That is so totally sleazy! At least when they use your first name, someone took a bit of trouble to ask.

      But you are right, using a person's name is a technique that can quickly cross the line into turn-off. At least introduce yourself to your reader before claiming to be on first-name basis!

      Once you've sent a few emails and you feel like there is a rudimentary friendship taking root, then it's not nearly so intrusive.

      Hope this helps,
      Dot
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  • Profile picture of the author Bill Jeffels
    I remember listening to a teleseminar that Michel Fortin did with Gary Halbert a few years back.

    One of the e-mail questions Gary got was... Is AIDA still valid today like it was years ago. Gary started to laugh at the question and of coarse said yes. Is using a P.S. still valid today?, yes of coarse it is.

    And using someones name is to a point. As mentioned the way to really find out if something still works today is to ultimately test it.

    Best,

    Bill Jeffels
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    • Profile picture of the author JohnMcCabe
      The details are lost somewhere in the Swiss cheese today, but I remember reading this...

      One of the old time copywriters was having a "discussion" with one of his clients. Seems the client's graphics guy wanted to eliminate most of the copy from an ad and replace it with white space. The client argued that "no one is going to read all that print anyway." (Sound familiar?)

      The copywriter bet the client that he could get the client to read every word on a full page of nothing but text. The client took the bet and asked when the copywriter would show him the page. Copywriter says he doesn't have to actually write the page, just the headline...

      "The Real Truth About [Client's Name]"

      The client paid off the bet...
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  • Profile picture of the author Bigsofty
    I have to come out of lurking and warn AGAINST this.


    Yes, use their name in the BODY of the email but not in the subject line.

    Today people are deleting stuff because it has their name in the subject.

    Think about it, when you write to people you know, do you EVER put their name in the subject heading? Ever?

    Suppose you have a buddy called Fred and you find a story you know he'll like. Which heading do you use:

    A. Fred You'll like this!
    or
    B. You'll like this!

    ?

    You don't need to put his name on it, cos it's a freakin' email, sent to his email address. It's not an envelope that his kid sister is gonna open, is it?

    Not only do most people understand it's placed by software, but the moment you put their name on the subject, you're telling them 'this is commerical email, probably spam'.

    So YES in the body, NO to the subject heading.



    B.
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    • Profile picture of the author kendrickyi
      Originally Posted by Bigsofty View Post

      I have to come out of lurking and warn AGAINST this.

      Yes, use their name in the BODY of the email but not in the subject line.

      Today people are deleting stuff because it has their name in the subject.

      Think about it, when you write to people you know, do you EVER put their name in the subject heading? Ever?

      Suppose you have a buddy called Fred and you find a story you know he'll like. Which heading do you use:

      A. Fred You'll like this!
      or
      B. You'll like this!

      ?

      You don't need to put his name on it, cos it's a freakin' email, sent to his email address. It's not an envelope that his kid sister is gonna open, is it?

      Not only do most people understand it's placed by software, but the moment you put their name on the subject, you're telling them 'this is commerical email, probably spam'.

      So YES in the body, NO to the subject heading.



      B.

      Good point.
      Maybe it would good to just address him as Fred in just the first 2 or 3 emails (for the sake of cultivating a relationship at the start)?
      Signature

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  • Profile picture of the author Bigsofty
    Yeah, I'll concede for the first one, which they're probably expecting and looking out for. Maybe the 2nd.

    After that, you're just one of the various people writing to them, so concentrate on a good s heading, don't rely on them reading it cos you stuck their name on it. That's more likely to get it deleted if they don't recognise the sender instantly.


    B.
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  • Profile picture of the author Daniel Scott
    Damn B... that's some good thinking.

    I haven't tested this enough to have a valid answer one way or the other... but I WILL say that I read a cool Aweber post a while back which was interesting.

    The guy basically said that using names is great... IF you do it in a way that doesn't scream "fake", which essentially is what B was saying I guess.

    The other hard part is how you get those names... usually by the client putting them into an autoresponder themselves. Because of that, I've seen some wacky stuff... then there's the whole mis-spelling and capitalization issue.

    I don't really have anything useful to add to this thread except more questions, I suppose... but just some food for thought.

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author BrianMcLeod
    Squeeze page > Required fields: Name, Email

    User arrives... enters silly name and throwaway email because he doesn't know who you are yet...

    You write a follow up sequence that he begins receiving immediately:

    Subject: "DonkeyNutz, Isn't It Time You Got SERIOUS?

    Body:

    Hi DonkeyNutz,

    Just a quick note to let you know about
    a really amazing opportunity to take a
    sneak peek at our brand new Social
    Branding training program:

    "What Your Name Says About You"

    LinkyDinkyDoo

    You don't want to miss this, DonkeyNutz.

    For a limited time, you can get instant
    access at NO COST, but you've got to
    act fast because the demand has been
    through the ROOF and we can't hold this
    offer open for long...

    LinkyDinkyDoo X2

    Best,

    Cleophus
    Signature
    Brian McLeod
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  • Profile picture of the author Bigsofty


    BTW, as someone pointed out recently, Gmail displays the first line along with the subject, in a different font or font color. So using the name to start the email will get you brownie points because they'll see it IN the email, rather than in the spammy-looking subject.



    B.
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  • Profile picture of the author Allworth
    I recommend that you include the first name in either the subject of the email or the first line of your email -- NOT BOTH!

    The reason is that most email clients and Gmail show you both the subject line and the first few words of the message body of the actual email.

    Here's what you want to avoid:

    Subject Message.................Body
    -------------------------------------------------------------------------
    John, check out this offer!...     Hi, John. Are you sick and tired of being...


    Having the person's name show up twice is bad form and looks like you are abusing their friendship when you probably really don't even know them. Using the person's name once is enough to pique their interest.

    Hope this helps
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  • Profile picture of the author Hesster
    You also have to remember that a lot of people use nicknames or their middle names, and not their actual first names. My mom and my brother both go by their middle names.

    If my mom sees an email with her first name in the subject, she tosses it.
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