Fool Me Once …

by Kim Stangle

Marketers use a number of tactics to increase the open rate on emails they send to customers—and, with good reason.  In 2015 alone, some 205 billion emails were sent per day.  With those numbers, it’s easy to understand why perfecting the subject line is as critical as the content of the email.

Most email platforms even offer tips and tricks to help along the way.  MailChimp gives step-by-step best practices; MyEmma has an interactive “split test showdown” to help users pick winning subject lines; and, companies like Mequoda offer great resources like this list to help perfect your copywriting skills.

With all of those resources, I’m left scratching my head about an email tactic that I’m quite certain is not a mistake.  I’ve opted in for emails from retailer West Elm and, generally speaking, they didn’t seem anymore offensive than any other.  But, then yesterday I received a less than interesting email.

At first, I was thinking, “Ooh, a discount code.”  But, then I remembered that email seemed vaguely familiar.  Sure enough, a quick search of my inbox yielded this:

oops2
And, you guessed it … no sign of that “old email.”

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Business is built by building trust, not by cheap marketing ploys.  Fool me once, shame on you.  Fool me twice, shame on me.

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