{"id":1857,"date":"2009-09-10T00:05:48","date_gmt":"2009-09-10T07:05:48","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=1857"},"modified":"2009-09-01T20:26:11","modified_gmt":"2009-09-02T03:26:11","slug":"radio-advertising-prospects","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/09\/radio-advertising-prospects\/","title":{"rendered":"IF YOU DON’T GET YOUR PROSPECT TO OPEN YOUR EMAIL, IT DOESN’T MATTER WHAT’S INSIDE. (And What That Has To Do With Radio Advertising)"},"content":{"rendered":"

\"radio
\nThis is a tale of someone who gets it…and a company that doesn’t.<\/p>\n

Zed Williamson<\/strong><\/span> of Clear Channel\/New Orleans sent me a nice message:<\/p>\n

I was showing someone in the office how effective your email subject lines are at getting someone to at least open the message.<\/p>\n

The subject lines are worth it by themselves.<\/p>\n

I walked past a sales rep as he was typing an email. The title was “Advertising Package.” Or, in other words, “Hey, I want you to give me money for something I’m sending to every person on the planet with no specific design for it to be effective for you.”<\/p>\n

It turns out that this client refuses human contact by phone or by person and requires everything by email.<\/p>\n

I personally believe they would not have opened that email, so we changed it to:<\/p>\n

“This may not make sense for you…”<\/p>\n

The client opened. And bought.<\/p><\/blockquote>\n

Why I am writing about email marketing?<\/p>\n

Because the “Subject” line of an email is the equivalent of the opening line of a radio commercial. It’s your one chance to capture the attention of your target audience.<\/p>\n

In a radio spot, the opening line is the commercial for the commercial. In an email, the Subject is the commercial for the email.<\/p>\n

Today I received an email from a company that doesn’t quite understand:<\/p>\n\"radio\n

Holy cow! It’s here! I can customize a newsletter from some company whose list I’m on but who I don’t quite remember exactly who they are or\u00a0 what it is they do!<\/p>\n

I guarantee their “open rate” could be greatly improved by a better Subject line.<\/p>\n

Are you a radio advertising person? Do you agree that Subject line is embarrassingly bad?<\/p>\n

If so, I assume you now will go back and rewrite every commercial that begins with “It’s that time of year again” <\/em>or “(CLIENT) proudly announces….”<\/em><\/p>\n

Right?<\/p>\n","protected":false},"excerpt":{"rendered":"

This is a tale of someone who gets it…and a company that doesn’t. Zed Williamson of Clear Channel\/New Orleans sent me a nice message: I was showing someone in the office how effective your email subject lines are at getting someone to at least open the message. The subject lines are worth it by themselves. […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-1857","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nIF YOU DON'T GET YOUR PROSPECT TO OPEN YOUR EMAIL, IT DOESN'T MATTER WHAT'S INSIDE. 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