Sell Like Crazy

A ‘P’ group and a ‘C’ group.
The ‘P’ group contains emails that are, or appear to be personal. Like
emails from friends, relatives, colleagues, business associates, and so on.
On the other hand, the ‘C’ group contains those emails that obviously
contain a promotional or commercial message.
Now, here’s the way it works: Everybody always opens all of their ‘P’
group emails. This is for obvious reasons, as everybody wants to read their
personal emails and doesn’t want to miss a bit of news or a question from a
friend or family member.
What happens to the ‘C’ group emails? Do they always get opened? No,
they don’t. Most of the time they get archived or deleted immediately
without ever being opened – that is, if they’ve survived today’s
sophisticated spam filters.
Sometimes, if it looks interesting enough, ‘C’ group emails will be left
inside the inbox to read ‘later’. And, of course, sometimes, if the email
subject line looks interesting enough, or if the person receiving it has some
spare time, is bored, and has nothing else to do but mindlessly hang around
in their inbox, then, maybe, just maybe, the ‘C’ group emails will be
opened.
That’s the reality, my friend.
Obviously, people aren’t going to buy from you unless they read your
emails and see your offer. And they can’t read your email and see your offer
unless they open it.
And so, as we begin to craft our email, what is our first objective? You are
indeed right! Our first objective is to get our emails into the ‘P’ group.
How do we do this? We first have to make the email look personal. (Or at
the very least ensure it doesn’t look commercial.)

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This starts with the sender’s name and the subject line.
Emails that you want to get opened should always come from an email that
appears to be personal.
That means no ‘[e-mail]’.
Or if you are going to be using such an email address, at least change the
sender name associated with the email address to yours or a member of
your team, i.e., ‘Bryan Miles’.
The idea is that it doesn’t get ‘selected’ and thrown into the ‘C’ group and
deleted before it’s even opened!