It happens in a nanosecond, and you’d better deliver.

If your subject line induces recipients to open your email, they expect a payoff—something of value. If it’s not there, they’ll bail on you.

The key to ensuring they read on is your understanding that the message is not about you or your product. It’s about them and meeting their needs.

“The art of creating added value starts with the ability to see your business through the eyes of your customers,” Kimber Powers writes on the Vertical Response blog. “Consider what’s important to your target market and how your product or service will benefit them. What problem does it solve, how will it help them overcome obstacles or do their jobs better? By shifting your focus to providing content that focuses on your customers’ needs, you can start helping and stop selling.”
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