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I had to do a double take when I looked at the car thermometer this morning.

Sure, it was pretty early in the morning, but 1.5° on April 25th just doesn’t seem realistic.

But that’s exactly what I saw, the reality compounded by the sight of Grace scraping the ice off the windscreen.

It’s been an inclement April, and as a consequence, the cricket season has rather crept up on me.

My heart goes out to the players who’ve been standing out in a field for hours on end, no longer able to feel the tips of their fingers, but my sympathy is now replaced by excitement for a fantastic summer of cricket.

And just the other day, I had the perfect email selling me tickets to a Birmingham Bears game.

What was so good about it?

Simple: it was from a person, rather than a corporate entity. Here’s what I mean:

I get emails from Birmingham Bears a couple of times a week.

I NEVER open them.

But when I got an email from Moeen Ali – one of the best English players of the recent era and a Brummie born and bred, I couldn’t open it fast enough.

When it comes to getting emails opened, attention almost always focuses on subject lines.

And yes, they play a role.

But the biggest factor in determining whether someone will open an email or not is WHO it’s sent from – we’re predisposed to pay closer attention to messages that come from individuals rather than corporate entities.

Have a quick scan through your inbox if you’re not convinced by the truth of this – emails from companies are easy to ignore, emails from individuals less so, whether they’re celebrities or not.

Long story short – if you’re sending emails from your business, rather than an individual within it, try flipping it, and see what happens to your opens and your engagement.

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