12 Ways Readers Respond to Your Email


In email marketing, one thing you learn pretty quickly is that sending your email is only the half of it. The next part (and arguably the most important) is what happens after the reader receives the email. You track opens and clickthroughs, as well as other metrics, but even this doesn’t provide the whole story.

You should put yourself in your subscribers’ shoes, and ask what you would do if you received your own email. Whether the campaign worked or not depends on the many things your readers do when they get your mail.

The 46 Cent Luxury Item

So the U.S. Postal Service has now proposed to raise the cost to send a first class letter from 44 cents to 46 cents. Do you think that’s a good idea?

It costs a fraction of a cent to send an email message to anyone in the world, regardless their location and length of your message (including attachments). It usually arrives in mere seconds. It usually doesn’t matter if it is raining, snowing, or hot outside either. Compared to email, a postal letter is probably about 10,000 times more expensive to send. Simply put, a postal letter has become a luxury item.

That’s unfortunate, because I enjoy getting postal mail. As long as the ratio of bills to quality mail is reasonable, postal mail can be a great way to communicate. For cards and letters, catalogs and magazines, and other types of packages, there is nothing quite like getting an unexpected piece of postal mail.

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