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How about some "A PRIORI" marketing, ok?...

by TimothyW
10 replies
An open letter to all the e-list owners I've subscribed to...

Please respect my time and intelligence when deciding on the subject line.

Stop being lazy, and/or assuming I'm soooo hooked into you and your 'angle' (brand?) that you think you can coast. Don't think you are at the point where you can stop convincing me you have a *legitimate* reason to ask me to open your email.

"A PRIORI" (I think) means, you are starting FROM SCRATCH, each time you approach me. What are the chances of a coin landing heads up? 50% -- What if you toss it 19 times and it comes up heads ALL 19 times -- what are the chances it will land heads up on the 20th toss TOO?? ---- Yup, still good ol' 50% -- even then.

Each toss starts from SCRATCH.

So, when I get 'wise guy' or 'cute' or 'clever/mysterious' subject lines, you are testing my intelligence and my patience -- NO MATTER WHO YOU (think you) ARE.

Even MF, whose most recent email has the benefit-laden, well-thought-out subject line:

Hey...

(yes, that is the exact + total subject line).

Or how about this benefit-laden, well-thought-out gem?...

Don't read this (if you work for google)...

____________________________

Please -- make it stop.

Every time you flip that coin, you are starting from SCRATCH! At least think about that when you write your subject line.

Thanks!

-- TW
#a priori #marketing
  • Profile picture of the author Chris Lockwood
    It's just email.

    If it bothers you so much, unsubscribe.
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  • Profile picture of the author tomw
    I kind of agree with Chris, but if you want to blame someone blame that man Kern and his pesky "rubbernecking" evil scheme.



    Thomas
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  • Profile picture of the author Don Schenk
    My computer is blessed with a delete key. I place my finger on that key before even starting to read the subject lines. Of the 250+ emails I get each day, I read maybe 10.

    If I even open an email I glance at the first sentence, and maybe the first paragraph. That's where I decide.

    I almost always read Willie Crawford, Kevin Riley, Paul Myers and Michel Fortin because they usually have something quite useful to say.

    As for the rest, it all depends what's in the subject and sometimes the first sentence.

    :-Don
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  • Profile picture of the author TimothyW
    It doesn't really bug me, per se -- the point of my post is: these 'savvy' marketers should know better. But, I suppose, maybe they know something I don't. I was trying to show them the opinion of someone on the receiving end, of such lackluster, uninspired, lazy (intelligence-insulting, condescending disrespectful?) subject lines.
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    • Profile picture of the author tomw
      Originally Posted by -- TW View Post

      It doesn't really bug me, per se -- the point of my post is: these 'savvy' marketers should know better. But, I suppose, maybe they know something I don't. I was trying to show them the opinion of someone on the receiving end, of such lackluster, uninspired, lazy (intelligence-insulting, condescending disrespectful?) subject lines.
      A while back Frank Kern did a video on the his rubbernecking method. He followed it up with some pretty amazing stats from his Infusionsoft account which showed just how much these "intriguing" subject lines increased open rates. It was pretty compelling viewing.

      Hence the recent trend.

      He did a call with Mike Filsaime sometime afterwards and talked about it along with the power of his laid back video styles. Mike said he'd try them out. The results appeared to be that Mike produced his "lunch at McDonalds video" for the recent launch he did and the rest, as they say, is in your inbox...

      Thomas
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      Help Us Rescue, Rehabilitate And Reunite Victims With Their Families
      STOP THE TRAFFIK is a growing global movement of individuals, communities and organisations fighting to PREVENT the sale of people,
      PROTECT the trafficked and PROSECUTE the traffickers.
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  • Profile picture of the author Jeff Henshaw
    One of the few benefits of Gmail. You can see a small part of the narrative against the heading, before you open the email.

    If that helps at all.

    Regards,
    Jeff.
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  • Profile picture of the author TimothyW
    So all the marketing smarts crystalized and boiled down have produced the following shining light + beacon for us all to follow (drum roll please)... this subject line.........

    ________________________
    Hey...
    ________________________


    That's like Mozart lining up an entire orchestra, the hushed crowd settles in to hear the latest creation of the all-time master's creativity + genius...

    The result? The flute player in the back picks up her flute, puts it to her lips and....

    "tweet."

    Long pause -- Mozart turns to the crowd, and takes his well-deserved bows, as the curtain falls!

    Huh?!?
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    • Profile picture of the author tomw
      Originally Posted by -- TW View Post

      So all the marketing smarts crystalized and boiled down have produced the following shining light + beacon for us all to follow (drum roll please)... this subject line.........

      ________________________
      Hey...
      ________________________


      That's like Mozart lining up an entire orchestra, the hushed crowd settles in to hear the latest creation of the all-time master's creativity + genius...

      The result? The flute player in the back picks up her flute, puts it to her lips and....

      "tweet."

      Long pause -- Mozart turns to the crowd, and takes his well-deserved bows, as the curtain falls!

      Huh?!?
      I know! LOL! But apparently it works...more like John Cage's "4'33"



      Thomas
      Signature
      STOP THE TRAFFIK: PEOPLE SHOULDN'T BE BOUGHT AND SOLD
      Help Us Rescue, Rehabilitate And Reunite Victims With Their Families
      STOP THE TRAFFIK is a growing global movement of individuals, communities and organisations fighting to PREVENT the sale of people,
      PROTECT the trafficked and PROSECUTE the traffickers.
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    • Profile picture of the author BrianMcLeod
      Originally Posted by -- TW View Post

      So all the marketing smarts crystalized and boiled down have produced the following shining light + beacon for us all to follow (drum roll please)... this subject line.........

      ________________________
      Hey...
      ________________________


      That's like Mozart lining up an entire orchestra, the hushed crowd settles in to hear the latest creation of the all-time master's creativity + genius...

      The result? The flute player in the back picks up her flute, puts it to her lips and....

      "tweet."

      Long pause -- Mozart turns to the crowd, and takes his well-deserved bows, as the curtain falls!

      Huh?!?
      That is absolutely priceless.
      Bravo!
      Signature
      Brian McLeod
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  • Profile picture of the author TimothyW
    Yeah...

    Like....

    ATTENTION, INTEREST, DESIRE, ACTION!
    ATTENTION, INTEREST, DESIRE, ACTION!
    ATTENTION, INTEREST, DESIRE, ACTION!
    ATTENTION, INTEREST, DESIRE, ACTION!

    .... or... if you prefer...

    "Hey..."

    ___________________

    My eyes are now rolled back into my head so far, I don't think they'll ever return to normal. ----- Whatever.
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