My email inbox certainly could have gone without seeing this email come through and still lived a clean and happy life. But life isn’t fair and sometimes we can’t protect the ones we love from the harsh reality of the world. Alright, I’m getting carried away, I don’t love my inbox. I mean, I like it a lot, but love is a strong word.
Yesterday, I received an email offering a domain for sale. I’m not easily offended, but lets keep it clean here. The TLD was dot io, which is popular among some startups. In this case, the the domain name was #ocks.io and let’s say it rhymes with socks. Roosters are often referred to by this name… among other things.
The point of this post is not the domain name itself, but the email that represented it. The email wasn’t particularly well written. In fact, the salutation stated “Dear Paul King.” Clearly all recipients were referred to as Paul King (sorry Paul). What caught my eye was what I consider to be the most important aspect of a sales email. The title.
I opened my inbox to find about 20 new emails. When I quickly scanned the list, one jumped out at me. “Here’s How to Acquire #ocks.io”
I wasn’t actively looking to purchase this name and I don’t even own any dot io names. But it did get my interest. Looking back I tried to analyze why that caught my attention. Obviously one reason is because I am a domainer. But beyond that, it had me thinking… this email is about to tell me something.
If I were an end user, I would be more likely to open this email than if it simply stated the domain name as the title, or even the key words as the title. This title presupposes that I am already interested in the name. That I want to acquire it. I’m no psychologist or marketing guru, but I would bet that framing the title in this way introduces some sort of bias toward wanting the name. Not some magical hypnosis that tricks you into purchasing the name, but a subtle hint that would convince an end user to at least open the email, which is more than half the battle.
Getting your email read is difficult. Probably 80% of the email I get I don’t even open. Maybe more. It’s not even all spam. Some of it is from legit things I sign up for and still never read, so getting to the top of the heap of mail isn’t easy. I do plan to give this title a shot, with a more well thought out body text than what I received. I’ll let you know if I see any noticeable results.