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When does that email in your inbox win your attention?
For emails in which you actually have interest, when do you find yourself registering for the offer or following the call to action? Immediately? At the end of your work day? From home?
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5 Answers
I either flag it for follow up at a later point (which often becomes an exercise in procrastination!) or do it right then. It will depend on the nature of the subject and it's relevance to what I am working on or will be tackling in the near future.
I do something very similar to Lillian. I color coordinate my emails as they come in. I do have folders in which to place emails, but by color coordinating incoming emails I figure out which email has priority over one another. I never go more than 3 days without clearing the colors on previous emails. It helps me to stay on top of everything and it makes sure that everyone gets a response.
The range of reasons for opting-in/out is vast. Interests, time of day, personal energy, cognative capacity... I could go on.
If you are trying to model conversions you might try a little market research (this goes back to the days of Direct Mail Marketing.)
Next time you make a pitch, split your offers into groups and use different forms of "call to action" including verbiage in Subject, first few lines of inside text and maybe pictures/colors. If your mailing list has other differentiating parameters like age, sex, title, etc. then you can do more cross-tab studies.
Also, do some follow-up asking attendees/buyers why they opted-in. Finding out about opt-out is much harder.
I usually prefer ongoing email lists that give me a chance to get to know the product and/or person before opting in. Sometimes, the topic is compelling, and I just want it for my own experience and research. I am a knowledge junky at times. But, I am also a writer working on her own niche. I also code my emails with labels when I'm being good. Otherwise, when I want to find a subject I just search. I like newsletters that take me step by step through a learning process that is relatively short, and I tend to filter by the titles if it interests me enough. Emails that come 3-4 times a week, are short and conversational get read quickly and sometimes I follow links. I always do a lot of going back to email in the night hours when I devote myself to professional development.
Thank you both for your answers so far. It seems that is a very good practice for organizing work-related or internal emails. Do you find yourself following the same practices when it comes to promotional or marketing emails? An example might be registering for a webinar or signing up to download a piece of research.
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