Email Marketing: You're damaging your Reputation with this Harmless trick
Are you the kind of email marketer or inside sales guy who sends out emails with 'RE' or 'FW' in the subject line because you just read that it has a higher open rate? Read on! While this little 'trick' is usually successful in grabbing the attention of the recipient, but later only leads to disappointment and disgust.
Here's why: 'RE' signifies reply, and when I, as a recipient, get an email marked 'RE' I'm anticipating to read a response from someone on an ongoing conversation. Email forwards and replies are personal and there's always more established connection between the sender and the recipient. Unlike the in the case of Email Marketer <> customer.
But when a marketer, out of the blue, sends an email with 'RE' to a list of unsuspecting subscribers and tricks them into opening it - soon after the email is opened they realize that you had tricked them into opening it. This never goes down well, it ALWAYS leaves a bad taste harms your firm's reputation and your brand.
Subscribers be like:
I mean, what do you expect? You just tricked them into opening your email, now you can't expect them by your product or schedule a demo you. (To present you with another opportunity to trick them again!)
Not just that, 'RE' and 'FW' subjects trigger spams and your email deliverability goes down drastically. Here's one of the emails that was sent to me from a legit business services company, which landed directly into the SPAM folder!
Basically, this trick can get you to a few more opens on your email, but its at the cost of your reputation, deliverability. 'Email opens' is just the 1st steps towards the goal of the campaign and few additional opens is not something you should be aiming achieve!
Let me know what you think.