Long time reader Beverly Bergman demands more info about “why I don’t use salutations in my emails” bit.
Let’s gather around and see what she asks:
“Avoiding starting this email with a salutation seems odd, but I can follow instructions! I have been following you for several years. This email brings two questions to mind that I would love your perspective on if you would care to give it. Which do you believe would be the best approach for infomercial copy, principle-based copywriting or tactic-based, and why? Do you know why not using a salutation works better for you? It seems contrary since we are egotistical and like to see our names in personalized marketing. I look forward to your response. Thank you.”
I use them in sales letters.
Why?
No particular reason.
There are people who have supposedly tested using a salutation vs not using one and claim giant lifts in response, but I am skeptical of anyone’s so-called test data these days. Although I have been privy to seeing some huge jumps in response in direct mail by using someone’s first name — especially in the headline.
For emails?
My readers tend to be a lot more intelligent than most.
(heh)
And they know what I’m up to.
Ooh, they know…
So anyway, that’s my take on it.
Do with this info whatever you want.
Back I go to prepping for a coastal road trip this weekend.
While I’m doing that, check out my “Email Players” newsletter here:
Word up.
Ben Settle
