So I'm a bit of a neat-freak, it's true. Alongside my passion for checklists, that some of my previous Passles pay testament to, I do like to keep a clutter-free inbox.
The order of a tidy email in-tray pleases me immensely: I file those emails that are mostly informational or require speedy/minimal action; I "star" those emails that need attention, thought or more detailed replies; and I am quick to delete those emails that are simply uninteresting, irrelevant or overtly salesy/pushy.
I don't make any apology for de-cluttering my messages in this way. We are all busy people, working and living in an information-heavy, noisy world and could all do without the disruption of the unnecessary or inapplicable emails.
It amazes me that people are still convinced that blanket "mail-all" might still work; that I might miraculously decide on the strength of their uninvited generic communication that I want a brand new website or new financial product from them.
Do some companies still believe that people still want to be sold to rather than do their own research? Or that they are the ones to decide how and when their product or service is relevant to me? Because that's how their emails make me feel.
It's all in the subject line, for me.
I will often decide whether an email survives or not based on the 50 or so characters that the sender has chosen to entitle their email.
Don't write "Just a quick question..." or "Don't miss out on...." or even worse still, "Kirstine, did you know...?" - to me, such banalities are, at best, lazy or, at worst, arrogant and certainly won't get through my filtering process. Faux concern in my well-being, clumsy personalisation or presumptions made about my levels of interest can usually guarantee I'll be reaching straight for the delete key.
In an effort, however, to be generous to those marketers that may need a little assistance on crafting a more targetted and relevant email subject lines, I offer you this post (below) from Aja Frost writing for the HubSpot Sales blog on the phrases NOT to include in your efforts from now on.
If you want to avoid early deletion then, learn from Frost's guidance on those trite turns of phrase that your recipient is bored of reading, and heed the advice of Co-schedule - amongst others - on what to include to ensure that your mail is given appropriate consideration by the right audience.
Emails often live and die by their subject lines. A great subject line motivates prospects to open the message, while an uninspired one means they won’t read a single word. The email subject lines on this list fall into the second camp. They’re presumptuous, annoying, misleading, and confusing -- sometimes, all of the above. If reps want their buyers to actually click “open,” they should avoid these lines like their quota depends on it.