Posts Tagged ‘SmartBrief’
Getting Users to Scan Your Email
I have been receiving emails from SmartBrief for a couple of years. It is a great source for B2B news aggregation. In November, I signed up for their Entrepreneur email.
It wasn’t until today that I noticed a very clever tactic they are using to get me to read their entire email. You can view my screencast about it.
The subject line of the email is “What’s North Carolina’s Secret?” It peaked my interest, so I opened the email, then I had to scroll all the way to the bottom. The subject line of the email was for a story buried at the bottom of the articles. Note the two sections of the photo highlighted by green boxes (click image for larger view).
SmartBrief had been able to get me to scroll through their emails more than one time without really thinking about it. Generally, I ended up reading other stories along the way.
It is an interesting tactic to NOT lead with your best stuff – kind of like putting milk at the back of the grocery store.
The email also did a great job by providing a mobile version of the email – great targeting because entrepreneurs are on the go and tend to read on their mobile device. On the mobile version, they put an email feedback loop at the top of the page to encourage readers contact them with issue or suggestions. Overall, the email has great content, is using some interesting tactics to get you to read more and providing the target constituent with tools – such as a mobile version – to make it more readable.