2 Methods for Getting an Email Opened and 1 That Doesn't Work

Justin Williams

In my last column, I spoke about using the wiring of your consumers' brains to get their attention. I also noted that it's not enough to get attention; you also have to drive action. And when we're talking about subject lines, that action is an email open. Here are two methods that are particularly effective at accomplishing this objective - and one that isn't.

Method 1: Highlight the Potential Loss of Not Opening (Loss Aversion)

Amos Tversky and Daniel Kahneman demonstrated people's strong preference to avoiding loss rather than seeking gains. This simple insight earned Kahneman the Nobel Prize in 2002.

An important feature of loss aversion is phrasing...

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