I got very upset when I received an email with a subject line
telling me my marketing strategy was flawed. I can accept criticism from
anyone I know and trust but not from a complete stranger I had never
met or spoken to before whose first contact is saying there is something
wrong with my strategy. I have never met or spoken to him before.
am a fellow of the Chartered Institute of Marketing, I keep up to date
with digital marketing by going on courses, I am learning Photoshop, and
I am a Chartered Marketer. I am not boasting but making the point that
the person writing that subject line knew nothing about this but expects
to make a sale by insulting my professionalism. Instead he received a
very short reply telling him I would not be buying and unsubscribed
myself from his emailing system.
You might agree or disagree with
my reaction but one thing I do know there is no sale ever going to take
place where you insult someone. So what is the solution?
had been the person selling an email list I would have told a story.
This story would be about how often people unsubscribe to unsolicited
emails, the frequency of emails bouncing and so not being read. The
story would have gone on to have a quote from a customer saying that
since he had used this email service he had a higher ROI, he had seen a
range of new customers who were now loyal to the products and services
This would have built up my confidence and I would be
more likely to click through to find out more. Conference and event
organisers must be very positive and especially in the subject line.
This is not something you write in a minute or so. This is the most
important section of your email. It is the hook that brings the
potential customer in. From there you need to become a storyteller.
don’t buy anything logically that I know of. Our buying decisions are
influenced by people and emotion; people that spend that extra bit of
time with us, people that contact us from time to time so they just stay
in touch to see how things are going, people that make us happy and
laugh, people that want to make a real difference to my next conference
In my hotel days it was said that it would take five
contacts to make a sale. I believe the current figure is well above 20.
So don’t give up, remain positive, look at the subject line of your
emails and you never know I might make my next booking with you.
Arnold Fewell, is MD of AVF Marketing and can be contacted by email at firstname.lastname@example.org
Any comments? Email email@example.com