The perception that an email contact has about your e-marketing, is an important aspect. If he recognizes the added value of your email, the conversion follows naturally. If the contact feels disappointed or even deceived, it’s hard to set that right.
The first thing a contact gets to see is your subject line. We’ve talked multiple times about the importance of that impression on this blog. It should be the trigger that encourages your contact to take action. “Win your favorite song” is a perfect subject line to entice your reader.
Where is that song?
But as he starts reading your email, and he can’t find possibility to select a song and win, he’ll be less happy. Especially when he sees that the rest of the email talks about DVD players that are on sale. You don’t meet the expectations of your reader. What do you think that will happen with your email message? Correct, it will be moved to the trash. And you can praise yourself lucky that they don’t indicate you as spam.
Don’t forget to differentiate!
The same thing goes for anyone who sends differentiated email campaigns. That often happens by adding a for the reader recognizable aspect to the subject line. If you clearly announce that you have special offers for people that live in a specific region, then you have to make sure that the body of your email not only contains the offer, but also that they don’t have to search through a lot of information before they get to your offer. If you don’t, you give the impression that you want to attract their attention with a cheap marketing trick. “This message was tailored for you. But the rest is all standard.”