by Kerry Martin
Everyone gets spam—e-mails claiming that you won $3 million in the Netherlands lotto, messages from the crown prince of Nigeria wanting to give you his entire fortune before he dies of cancer, and of course, the ever-present marketing blasts offering to get your message out to 500,000 people in your targeted audience.
Normally I easily sort these and quickly delete them before taking up too much of my time, but today I noticed one piece of junk that got my attention. It wasn’t its subject line (Get Your AD in Front of Millions), but what got me was a slap-in-the-face, bold-typed sentence in the start of the body: “I have successfully gotten this message in front of you.”
It made me laugh. I had opened this e-mail and read it, hadn’t I?
Now, I admit, my pet peeve is having an unread message in any of my inboxes that creates that bold (1) in my Outlook. But by quickly opening it to get rid of that notice, what did I actually do for this person’s “Open – click through” statistics? If this ‘marketer’ claims to get their messages to 5 million people, how many others out there like me are giving him great tracking rates just by opening it for one millisecond before deleting it?
One thing’s for certain, that statistic isn’t the end-all be-all for analyzing how well you get your message across; you need multiple metrics. You need to cross-reference trends in all kinds of media: newly added Facebook fans, new subscribers to an eNewsletter, counts of signatures on a petition, requests for more information, registrations for an event and phone calls to voice their opinion.
At Curley & Pynn, we always refer back to those 4 questions, especially the last one:
What do you want them to do?
My guess is, “delete my email” isn’t your answer.