I remember long, long ago, when I first began to work in online communications, a friend of mine told me that the more HTML emails that he sent to his client list, the greater the open rate. I thought at the time that he was a little bit crazy, and then I tested his belief. He was 100% correct. The more emails that I sent that had a good subject line and contained VALUE for the reader, the higher the open rate. Holiday Thank You cards are especially popular - then and now.

My point is that online communications can sometimes be counterintuitive.

Published in Stuff I Know Blog

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