I’m on an email list that recently decided to go daily. Bad decision.
Now I’m not opposed to daily emails. I’m on three different daily lists. This latest being the third one. I’m about to remove myself and go back to only two. Why?
Bad, boring subject lines only become more annoying with added frequency.
Her headlines (subject lines) always read “The XXX XXXX for Monday” (or Tuesday or whatever day of the week it is). The date is the least interesting thing about her email. I don’t care that it’s Monday. I want to know what’s inside. Why should I open it?
When I’m not given any glimpse of what’s inside the email, I don’t want to open the email. I’m busy and I don’t have time to scan the email to see if it has any valuable content. A good subject line would allow me to make an informed decision.
By contrast, one of the daily emails I do read religiously used this for his latest headline “Direct Marketing is Dead.” Instantly I’m a little curious. Why would he say that? He’s a direct marketing guy. What’s the angle? I want to read it. At the very least, I’m giving it a chance.
I don’t want to read Monday’s newsletter simply because it’s Monday.
The sad part is, there’s decent content in the emails. But the subject line doesn’t give me a clue. It doesn’t make me want to instantly open and read. Now it feels like a chore. Like something I need to clean out of my inbox – instead of something I look forward to receiving.