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…Tony’s post is also intriguing, because he suggests you might draw subject line inspiration from the titles of the articles and links that get the most attention at social media sites like Digg and Reddit……

Which prompted me to wonder– What if I changed the subject to map to linkbait style? “(FINALLY) Your RescueTime beta invite– Know exactly how you spend your computer time!” or some such? Anyone have any suggestions? I’m happy to experiment.

The invitation system itself is a linkbait system. If you would’ve left the register process open, you would have not created so much buzz and so much desire for the geeks to own an account.

I think they totally missed the mark. And I think your article points out where they went wrong. The best thing you can do is form a relationship with your customers where they think of you as a friend or colleague. When you get to that point you’ve got a customer who will tell their friends about you and not drop you at the first slip up. I think being conversational in your communications helps to further that relationship. That’s what I’ve found building my business.

Does anyone have any links to articles or resources where they’ve studied this exact thing?

From my dealings with Internet Marketing gurus, they all seem to think using the recipient’s name all over the place is the best thing since sliced bread. (and I would tend to agree)

From CampaignMonitor (the service I use to manage the beta) :

“Unfortunately, we cannot track every subscriber who opens your email. While we do provide information about who opened, the data is not complete. Your open rate is likely higher than what is reported because text emails cannot be tracked and because not all email readers report open tracking.

By not displaying images by default, some email readers do not allow for open tracking and others allow the recipient to choose to allow or disallow open tracking as a setting.”

So yaw, it’s probably not entirely correct… But the significance of the 14% number still holds, I should think.

invite emails have been opened about 65% of the time

Huh? How do you know that? Even Outlook blocks web bugs now.

Specifically, the best performing ones were:
Morgan, by request: See what’s new at Friendster
and later:
Morgan, Your Friendster News

It works better if, like Friendster did, you legitimately have their first name. Email that contains my email address as a salutation gets roundfiled pretty quickly. But putting the users real name and the company’s name in the subject helps engender trust that it’s regarding their relationship with the company.

That said, this was many years ago, and email users may have become more sophisticated (or jaded) since then.

– Morgan