Valued Customer

Here’s an example of what NOT to do for an e-mail subject line.    I just saw this used in the subject line of an e-mail, as in:

“Valued Customer, you won’t want to miss this…”

Guess what the thought pattern of the average person is:

• Check out who sent it
• Do I even know them
• If I do, have I done business with them?
• If not, then how can I be a Customer?
• If so, then how about calling me by my name? If I am so ‘Valued?’
  After all, I did spend some of my money with you.

ACTION: SEND TO TRASH BIN

Total time to reach TRASH IT decision?  About 5 seconds.

So, my suggestion is if you’re planning an e-mail campaign, whatever you do, DO NOT use something as pathetic as VALUED CUSTOMER in your subject line.  It’s the equivalent of the often over-used “Have a Nice Day” or “Your call is very important to us…”  They claim one thing while by their very nature revealing something different.