I was fooled by a headline

Every morning my email inbox has about 30 new bits of junk to delete. This morning I kept one and opened it because of the headline.

it read “New Beers for Chilly Evenings”.

I like beer so they got the target audience right, but I get loads of beer related emails and most get dumped before being read. Why did I read this one?

Well, it was the ‘chilly’ bit. This morning it is minus 2 degrees outside and I am indeed a bit chilly. So, however obliquely they were offering me a potential solution to today’s problem.

Now, I am not planning to drink any beer this morning but it got me thinking about the timing of emails and how we can use what we know about WHEN¬†the email headline will be glanced at to craft a message to fit the readers circumstances. Try to envisage the reader’s immediate¬†problem and try to offer a solution.

Perhaps we can consider sending differently titled emails morning and evening? Perhaps different titles at the beginning or end of the working week?

And then of course, A/B split testing will show if we successfully got into the mind of our reader like the beer people did with me this morning.