SEDUCTION ON THE INTERNET

How Do You "Hook" Internet Users and Get More Response to Email? By "Seducing" Your Prospects in the Subject Line.

By Jeanie Swisher

It happens on the subject line--a catchy title that you can't resist. But what happens next will make or break your sales goal.

The subject line contains the "hook." The subject has to seduce the reader into opening the door to the email. At this point, if the prospect hits the delete key, all is lost. So on the first screen, you better put forth the best punch you've got. Don't expect the reader to scroll down, hoping to find something of interest. Let them know on the first screen what goodies are coming.

In traditional direct mail, a good response rate is three to five percent. That's three or four responses out of one hundred recipients. The latest figures released by the Global Institute of Internet Studies reports the best response rate on the Internet to be slightly more than one percent--only one out of every hundred.

Bulk e-mailers collect addresses in many ways. Every time you sign up for a newsletter, ask for information or sign a guest book, your e-mail address is recorded. Any advertising material that your company puts out with an e-mail address on it becomes an open target for bulk e-mailing. Junk mail on the Internet is something we all have to live with, just as we do with our home mailboxes.

Everyone in sales knows that it is all about "seduction." Every sale begins with it and some victims are more willing than others. Always remember that when a customer walks through the door, the main thought is: "How can I get what I want and keep as much of my money in my pocket as I can?" And the seller's thought is: "How can I get as much of his money out of his pocket as I can?"

In order to protect yourself on the Internet, the more you understand about how the sales seduction process works, the better choice you'll be able to make. If the subject line reads, "We've got a million dollars for you" recognize that someone has a big gun aimed at you.

With that in mind, keep your own "seductions" clear and professional. Your customers will appreciate it.

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