Long time reader Beverly Bergman demands more info about \u201cwhy I don\u2019t use salutations in my emails\u201d bit.<\/p>\n
Let\u2019s gather around and see what she asks:<\/p>\n
\u201cAvoiding starting this \u00a0email with a salutation seems odd, but I can follow\u00a0instructions! I have been following you for several years. This email brings two\u00a0questions to mind that I would love your perspective on if you would care to give it. Which do you believe would be the\u00a0best\u00a0approach for infomercial copy,\u00a0principle-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.\u00a0 Thank you.\u201d<\/strong><\/p><\/blockquote>\n
I use them in sales letters.<\/p>\n
Why?<\/p>\n
No particular reason.<\/p>\n
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\u2019s so-called test data these days. Although I have been privy to seeing some huge jumps in response in direct mail by using someone\u2019s first name \u2014 especially in the headline.<\/p>\n
For emails?<\/p>\n
My readers tend to be a lot more intelligent than most.<\/p>\n
(heh)<\/p>\n
And they know what I\u2019m up to.<\/p>\n
Ooh, they know\u2026<\/p>\n
So anyway, that\u2019s my take on it.<\/p>\n
Do with this info whatever you want.<\/p>\n
Back I go to prepping for a coastal road trip this weekend.<\/p>\n
While I\u2019m doing that, check out my \u201cEmail Players\u201d newsletter here:<\/p>\n