It’s the constant struggle of an email marketer — how to get them to open your email and actually pay attention. And a new time management approach called “inbox zero” is making it simultaneously simpler, and more difficult.
This email management approach is to keep your inbox at zero or close to zero. It is promoting a more organized and efficient way to manage your life, because we’ve all been there. Getting behind can make you feel like you are drowning!
While it is a good personal goal, it can mean a change on the part of marketers. It can be both good and bad for email marketers, because it creates two types of people: those that delete everything without looking and those that read everything to achieve the zero. We have some tips to attract and retain both types.
Make sure you have a rockin’ subject line. This is going to attract those that are “deleters.” You’ll need to get their attention and make it worth their while to read. It needs to stand out from their regular emails for you to have a fighting chance.
Make it worthwhile for them to read. If they are reading your email you need them to be happy with the content. They took the time to read it once, but if they feel it was a waste of their time, you’ll be straight in the trash folder next time. If you have good and worthwhile content they will be more likely to open it again.
