Be Creative, But Don't Lie

The emails that you send to your subscriber list should have catchy titles -- something fun or edgy that convinces people your email is worth opening. But it's a bad idea to tell an obvious fib. This email I received recently is eye-catching, but it bends the truth too much.

This is the title of a marketing email I received in my inbox:

I don't mind getting emails from the particular company that sent me this email -- they are a travel company, and the content of their marketing emails is usually relevant and interesting. If I'm not in the market for a vacation, I delete the email. But if I am in the market for a vacation, I read it.

This company should be mindful of how they worded that title. It is a complete and obvious lie. Whatever else you do in your advertising, do not lie. Especially so blatantly. Be cute, be funny, be provocative -- but don't lie. There is no way I am "first in line" for 2 days of deals. I was probably more accurately 50,000th in line.

I much prefer this title, which the same company sent on a different occasion:

Somebody could probably show me a study that proves Title #1 is more effective and would have a larger "open rate" than Title #2. But when it comes to the reputation of your company, don't hang your hat on open rates. Hang your hat on honesty.

If your customers think you're bending the truth on something as meaningless as the title of an email, they might start wondering what else you're fibbing about.