Never mind the statistics.  Don’t bother checking your email campaign stats.  Forget about checking who opened your email newsletters, who unsubscribed and whose email address bounced and who clicked through to your website.  That’s all after-the-horse-has-bolted stuff!  You can’t close the gate now; the horse is already a couple of paddocks away!

No, what you need to do is ensure that you write the type of emails that will be opened.  And to do that, you need to start calling them ME-mails!

What did Seth say?
Me-mail is a term coined by marketing golden boy, Seth Godin during an interview in which he raved that “no one cares about YOU!” The man knows his stuff, how could he be wrong?  He was saying that if your factory’s productivity is up 12% and you email your subscribers about it … who cares???  But if you post some crazy online video that draws a laugh, a bigger chunk of people will care to open your email.

“What will you do for me?”
Right, so you don’t need to be creating freaky videos, but what you do need to take from his message is that every email you send to your subscribers, HAS to be about them!  It has to fix a pain, address an issue, solve a problem, make them laugh, make them angry, make them act or even make them cringe.  But unless you can reach through to the care factor in your subscribers’ anatomy, you can pretty much be sure that that horse will bolt, because you won’t have closed the gate.

Make ME-mail a priority for your next emailed newsletter.  Pretend you’re on the receiving end and ask yourself, yet again … “What’s in it for ME???”