Golden Leads

So I was hopping through the Junk box on my MSN.com account today, fishing through the weekend’s sends when I noticed something. It not only took ONE click to see the email, but 3 clicks to actually get it to truly open. So if your email is not getting to the inbox, will you click three times to read it? AND if you do, you MUST be a qualified responder, right? I mean after 3 actions to get to the email creative, you must WANT to get this email.

Three clicks to get the content is ridiculous. Bill, I know you are trying to “protect” me from the dark forces and I appreciate it, but find a way to stop me from drilling down 3 levels. It is much easier to check the box next to the “Select All” and then “Delete” and just wipe the box clean.

Not to base all of this on the new MSN Live email system, which I do like a lot, but then when I did get to the creative… it made me wonder why I put some much effort into it to begin with. They did not get the click from me…

Will your customers take these steps if you have not instructed them how to “white list” their address book with the email you send from? And are you educating them how to do this?

STEP ONE:

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STEP TWO:

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STEP THREE:

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Thanks to The Email Wars for this great article.