Mary Schmidt Marketing Troubleshooter

Three Subject Lines That’ll Kill Your Email Campaign

Jun 03, 2013

I get emails. Some good. Some bad. Some absolutely terrible. Most of the bad and absolutely terrible come from - ahem - supposedly professional PR and marketing people. I always feel badly because I know that somebody shelled out good money for the bad and terrible (...and has now damaged their brand. Hello? Weber Grill, please stop spamming me! Really? On my biz email?)

Of course, if I listed every ugly, bad, no good subject line, we’d be here - well - forever. So, here are the worst from recent emails.

1. Press Release. Yes, that was all it said. I’m sorry, but I’m not exactly sitting here breathlessly waiting for a cold press release.

2. Newsletter. See #1 re sittin’ around. What’s the news? How long is it? Who are you? What’s

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)